{"id":14726,"date":"2020-02-11T11:13:32","date_gmt":"2020-02-11T10:13:32","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=14726"},"modified":"2023-03-22T09:42:06","modified_gmt":"2023-03-22T09:42:06","slug":"la-gran-desconocida","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/la-gran-desconocida\/","title":{"rendered":"La gran desconocida"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14726\" class=\"elementor elementor-14726 elementor-2320\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bc80394 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"bc80394\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-00f4f73\" data-id=\"00f4f73\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-618a2db elementor-widget elementor-widget-text-editor\" data-id=\"618a2db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tEn las \u00faltimas semanas me he visto en varias situaciones en las que se me ha preguntado por mi profesi\u00f3n. Supongo que mi juventud es un aliciente para esta pregunta. Al principio, me decantaba por la simple respuesta \u201cRelaciones P\u00fablicas\u201d, pero m\u00e1s de uno me lanz\u00f3 una mirada ojipl\u00e1tica, por lo que pas\u00e9 a inclinarme por \u201cConsultor\u00eda de Comunicaci\u00f3n\u201d. La confusi\u00f3n sigui\u00f3 siendo patente. A la desesperada, sol\u00eda terminar con un resignado \u201cMarketing\u201d, frente al cual la respuesta era un invariable \u201cAhhh, ahora s\u00ed\u201d.\n\nNo lo voy a negar, esto me frustra. No logro deshacerme del resquemor que me causa la familiarizaci\u00f3n del p\u00fablico general con el marketing, pero no con la comunicaci\u00f3n corporativa. La gran mayor\u00eda de las personas ajenas a este mundillo con las que me he cruzado en los \u00faltimos a\u00f1os parecen no diferenciar entre marketing \u2013 o publicidad- y comunicaci\u00f3n corporativa, incluso englobando a esta \u00faltima dentro de la primera. No les culpo. <strong>Mientras que las estrategias de marketing y publicidad acaparan redes sociales y titulares, las relaciones p\u00fablicas permanecen en un modesto segundo plano<\/strong>. Sin embargo, esto no significa, ni mucho menos, que su importancia sea menor.\n\nAunque la gente de a pie no lo sepa, el marketing y la publicidad no son m\u00e1s que meras herramientas al servicio de la comunicaci\u00f3n corporativa, la gran matriarca. Sin ella, no existe la identidad ni la imagen de marca. Sin ella, todos aquellos valores y atributos que la gente asocia casi sin pretenderlo a determinadas marcas desaparecen. <strong>Ese es el inmenso poder de la comunicaci\u00f3n. <\/strong>Sin ella, no hay nada<strong>. <\/strong>\n\nPor supuesto, como en casi todos los casos, existe una excepci\u00f3n que confirma la regla. Las temidas <strong>crisis institucionales<\/strong>. La peor pesadilla de todas las empresas. Y con motivo. En estos casos, la gente no solo espera que la compa\u00f1\u00eda se pronuncie, sino que parece exigirlo. Pongamos de ejemplo el reciente caso de la explosi\u00f3n fatal en la planta petroqu\u00edmica de IQOXE. Aquellas primeras horas tras el accidente en las que la empresa mantuvo un silencio absoluto, las redes sociales bull\u00edan de protestas y recriminaciones. Es m\u00e1s que probable que para la gran mayor\u00eda el nombre de IQOEXE pasara desapercibido hasta ese momento, pero desde entonces la compa\u00f1\u00eda se ha visto expuesta a un escrutinio brutal del que, para ser sinceros, no ha salido especialmente bien parada.\n\nSon estos momentos clave en los que <strong>las compa\u00f1\u00edas tienen que demostrar que su<\/strong> <strong>identidad corporativa est\u00e1 a la altura de su imagen de marca<\/strong>. Todos los ojos puestos en la empresa, un solo paso en falso y su credibilidad recibe un rev\u00e9s dif\u00edcil de superar.\n\n\u00a1Oh comunicaci\u00f3n! \u00a1Mi comunicaci\u00f3n! Te rendimos pleites\u00eda.\n\n<span style=\"font-size: 15px;\"><strong>Lidia Fraile<\/strong><\/span>\n\n<span style=\"font-size: 15px;\">Ejecutiva de cuentas<\/span>\n\n<span style=\"font-size: 15px;\"><a href=\"https:\/\/twitter.com\/lidiafrai\">@lidiafrai<\/a><\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>En las \u00faltimas semanas me he visto en varias situaciones en las que se me ha preguntado por mi profesi\u00f3n. Supongo que mi juventud es un aliciente para esta pregunta. Al principio, me decantaba por la simple respuesta \u201cRelaciones P\u00fablicas\u201d, pero m\u00e1s de uno me lanz\u00f3 una mirada ojipl\u00e1tica, por lo que pas\u00e9 a inclinarme [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8892,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368,370],"tags":[458,362,416,430,459,460,428,374,461,365],"class_list":["post-14726","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-corporate","tag-companias-en","tag-comunicacion-2","tag-corporativo-2","tag-empresa-2","tag-identidad-corporativa-en","tag-imagen-de-marca-en","tag-marca-2","tag-marketing-2","tag-publicidad-en","tag-relaciones-publicas-2"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La gran desconocida - Torres y Carrera<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/torresycarrera.com\/en\/la-gran-desconocida\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La gran desconocida - Torres y Carrera\" \/>\n<meta property=\"og:description\" content=\"En las \u00faltimas semanas me he visto en varias situaciones en las que se me ha preguntado por mi profesi\u00f3n. Supongo que mi juventud es un aliciente para esta pregunta. 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