The evolution of Dircom: from communication manager to reputation strategist1/La evolución del DirCom: de gestor de la comunicación a estratega de la reputación

This paper has two objectives. First, it attempts to show the evolution of companies in the management of intangibles: brand, communication, CSR, etc. Furthermore, it aims to define the current framework of corporate reputation. In the development of the paper, in addition to literature sources, in-...

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Bibliographic Details
Published in:Communication & Society 2013-01, Vol.26 (1), p.47
Main Authors: Molina, Ana María Casado, Noguero, Alfonso Méndiz, Sánchez, José Ignacio Peláez
Format: Article
Language:English
Subjects:
21st century
Associations
Audiences
Brand loyalty
Business communications
Communication
Corporate image
Employees
Evolution
Human capital
Intangible assets
Intellectual capital
Reputation management
Reputations
Social responsibility
Studies
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Summary:This paper has two objectives. First, it attempts to show the evolution of companies in the management of intangibles: brand, communication, CSR, etc. Furthermore, it aims to define the current framework of corporate reputation. In the development of the paper, in addition to literature sources, in-depth interviews have been used with executives of pioneer companies in the implementation of corporate reputation. Interviews were also directed specifically towards experts in the management of intangibles. The conclusion is that a holistic management of intangibles is now necessary and proposes an evolution of the Dircom towards a new role: Chief Communication and Reputation Officer or Chief Reputation Officer, as a corporate reputation strategist. [PUBLICATION ABSTRACT]
ISSN:2386-7876