The Role of Integrated Corporate Communication in Sustainability and Reputation
Joan Costa discusses the importance of integrated corporate communication in maintaining sustainability, reputation, and public image.
00:00:01 Corporate communication is becoming increasingly integrated with the overall communication strategy of the company. The role of the director of communication is to ensure that each department meets its specific goals while also promoting the company's reputation and image.
📚 Corporate communication is evolving into integrated strategic communication where each department's communication goals align with the overall communication goals of the company.
💼 The role of the Director of Communication (Dircom) is to ensure that each department achieves its specific daily objectives while also promoting the company's reputation and image as a whole.
🌐 The Dircom focuses on selling the company itself, its global reputation, and future projection, rather than selling specific products or services.
00:01:06 Joan Costa discusses the importance of corporate communication in maintaining sustainability, reputation, and public image. The role of the Director of Communication (Dircom) encompasses strategic oversight of all departments.
👥 Corporate communication is responsible for the sustainability, reputation, and public image of a company.
🌐 The role of the Dircom (Director of Communication) is to strategically oversee the company's interests and cannot be fulfilled by individual departments.
🔄 The new Dircom integrates and updates organizational structures, moving away from compartmentalized departments.
00:02:11 Joan Costa discusses the shift from a vertical organizational structure to a horizontal one, where everyone is interconnected and responsible. Employees are now empowered to participate and contribute to the company's goals.
The traditional hierarchical organizational structure has shifted to a network-based system where everyone is interconnected.
Employees are given more responsibility, participation, and decision-making power.
This change in the organizational structure has led to a more democratic and inclusive work environment.
00:03:17 Joan Costa explains the importance of integrated corporate communication and the need for collaboration and teamwork. Simplifying complexity and promoting transparency can help organizations achieve their goals.
💼 Corporate communication requires collective responsibility, cooperation, and teamwork.
🌐 Communication towards both internal and external stakeholders should leverage new tools and adapt to changes.
🔑 Simplicity, clarity, and transparency in communication strategy are crucial to navigate the complexity of organizations.
00:04:20 The importance of corporate communication and branding is highlighted in this video. Brands like Mercedes and Zara represent the entire company and its history. The goal of each brand is to have a meaningful connection with their audience.
🔑 The brand symbolizes the history, models, and positioning of the company.
🚗 Brands like Mercedes Benz and Zara represent their entire company's values.
💡 The significance of a brand lies in its meaning to the audience and its connection to the company.
00:05:23 Joan Costa discusses the role of corporate communication in strategizing, positioning, and maintaining corporate culture, reputation, and relationships.
📚 The role of corporate communication is focused on strategic intelligence and cultivating corporate culture, reputation, and relationships.
🔍 Tools in corporate communication are secondary to the main objectives of positioning and maintaining the image and reputation of the company.
🌱 Corporate communication professionals also need to consider the future and engage in departmental collaboration to achieve their goals.
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