The evolution of Dircom

The evolution of Dircom

1. Introduction

   • 21st century
     • High competition
       • Need for diferentiation
         • INTANGIBLES
           • What?
             • Edvinsson & Malone
               • "Human, structural & relational capital" (categorization)
                 • Relational capital
                   • Communication w/ audiences
                   • Branding, brand image
                   • Perception of corporate values
                     • CORPORATE REPUTATION
                       • Aggregated perceptions/stakeholders/image/expectations/actions &reactions
                         • Key concepts
                       • Reduced costs, investment is attracted, +brand value
                         • Benefits (good reputation)
                       • ICT impact
                         • Relationships w/ audiences
                         • Anticipation of reputation risks

2. INTANGIBLES (evolution in Spain)

   • Early 70's
     • Services
     • Organization
       • = production of goods = centralized & hierarchical structure
     • Product
       • Differentiation = functional benefits, costs control & quality
         • “The face of the company”
     • New goals
       • = Public satisfaction
         • = Differentiation? = Intangibles (“added value”)
           • = Human care: working environment & internal comm.
             • First business intangibles!!!
     • Arrival of democracy
       • = Companies —> new source of information
   • The 80s's
     • Competitiviness
     • Spanish into EU
       • = enterprise privatization
         • = shareholders >> leading role
           • = financial community >> financial comm.
             • = intangibles >> first studies
       • International expansion
         • Market research is developed
           • Cutomers' analysis >> Incorporation of new intangible values to products >> Customer loyalty
           • Marketing dept. emerge >> Brand communication
             • >> values & emotions (strategic tool for positioning)
               • ADVERTISING BOOM!!!
                 • = rise of mass media >> media & enterprises mutually dependent
             • in large corporations
   • The 90's
     • Social Resp.
     • Technology >> Decrease product's differentiation
     • Corporate brand >> main intangible
     • Confidence & credibility >> main concern
     • New intangibles
       • 1. Identity
         • 2. Corp. Culture
           • 3. Relations w/ audiences
             • 4 Good. reputation
     • DIRCOM figure appears!!!
     • New intangible
       • Corporate Social Responsibility (CSR)
     • New corporate organization >> +participative

3. 21st century (first decade)

   • Sustainability & reputation
   • Increase of CSR
     • due to social media
   • Internet
     • + info /+ transparency /- control
     • = online users >> online reputation
       • Corporate reputation within global strategy (success depends on >> Context adaptation & trusted generated w/ audiences
         • New competitiveness perspective
   • Corporate reputation (CR) in the Spanish market
     • = recent concern = Telefónica (2001) = first one to opt for CR

4. Communications Management >> to >> Reputation Management

   • Expectation
     • Reality
       • Need
         • Dircom >> as an overall strategist figure
       • Corp. reputation >> PR (Dircom as info transmitter)
     • Corp. reputation >> as global strategy
   • Challenges of comm. management:
     • 1. Integrate identity & corp. culture
       • 2. Know stakeholders' perceptions
         • Companies are their relations!!!
         • 3. Corporate reputation into Corporate strategy
   • New figure = CRO (Chief Reputation Officer)
   • Trends in reputation
     • = Dircoms’ functions will grow
     • = CR will grow in importance (Spain: expected increase of 16.9%)

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