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Uno de los elementos clave al formular una estrategia de comunicaciones al interior de una empresa, es el reconocimiento de los canales disponibles, los mismos que pueden ser Medios de comunicaci\u00f3n o Acciones de Comunicaci\u00f3n. El contar y disponer con m\u00faltiples canales facilitar\u00e1 acelerar el alcance en la divulgaci\u00f3n, aunque hasta all\u00ed no se asegura efectividad. Los medios de comunicaci\u00f3n, como canales, deben ser pertinentes y apropiados para el tipo de p\u00fablico, y su circulaci\u00f3n o publicaci\u00f3n debe responder a las necesidades y expectativas de estos.\u00a0<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00bb1″ _builder_version=\u00bb4.6.5″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb4px|||||\u00bb box_shadow_style=\u00bbpreset4″ box_shadow_horizontal=\u00bb400px\u00bb box_shadow_vertical=\u00bb0px\u00bb box_shadow_color=\u00bb#f96f25″][et_pb_row _builder_version=\u00bb4.5.6″ _module_preset=\u00bbdefault\u00bb custom_padding=\u00bb13px|||||\u00bb][et_pb_column type=\u00bb4_4″ _builder_version=\u00bb4.5.6″ _module_preset=\u00bbdefault\u00bb][et_pb_text _builder_version=\u00bb4.5.6″ _module_preset=\u00bbdefault\u00bb text_font=\u00bbPoppins|300|||||||\u00bb text_font_size=\u00bb20px\u00bb text_line_height=\u00bb1.3em\u00bb link_font=\u00bbPoppins|500|||||||\u00bb link_text_color=\u00bb#f95b07″ header_font=\u00bb||||||||\u00bb header_2_font=\u00bbWork Sans|700|||||||\u00bb header_2_font_size=\u00bb25px\u00bb header_2_line_height=\u00bb1.5em\u00bb max_width=\u00bb90%\u00bb max_width_tablet=\u00bb\u00bb max_width_phone=\u00bb\u00bb max_width_last_edited=\u00bbon|tablet\u00bb module_alignment=\u00bbcenter\u00bb custom_margin=\u00bb0px|||||\u00bb header_2_font_size_tablet=\u00bb30px\u00bb header_2_font_size_phone=\u00bb15px\u00bb header_2_font_size_last_edited=\u00bbon|desktop\u00bb]<\/p>\n Por su parte, las acciones de comunicaci\u00f3n, que por su naturaleza pueden ser m\u00e1s directas y puntuales, tienen gran conveniencia, pero a su vez, algunos riesgos identificados, como la mayor dificultad para el aseguramiento en la comprensi\u00f3n y apropiaci\u00f3n del mensaje. En relaci\u00f3n con los Canales, tambi\u00e9n debe preverse el acceso que sobre ellos tengan los distintos p\u00fablicos, de tal suerte que el privilegiar uno u otro, no vaya a dejar informaci\u00f3n sin ser divulgada por aquellos a los cuales algunas poblaciones les den el uso habitual.<\/span><\/p>\n Debe tenerse en cuenta sin embargo, que los canales, por m\u00faltiples que sean, difieren en su forma y en su capacidad para trasmitir informaci\u00f3n. Realizar el proceso de despliegue de un concepto, idea, campa\u00f1a o estrategia, debe partir del reconocimiento de la naturaleza diversa, como ya se anot\u00f3, de los p\u00fablicos objetivos. La primera gran diferencia desde los p\u00fablicos est\u00e1 dada por aquellos que son de \u00edndole interna, y quienes son actores de \u00edndole externa, lo que los enmarca en una diversidad por inter\u00e9s.<\/span><\/p>\n Entre los internos est\u00e1n principalmente los colaboradores y los directivos, y es claro que si estos \u00faltimos est\u00e1n sintonizados y apropiados del concepto, los colaboradores ser\u00e1n m\u00e1s asequibles a comprometerse con el discurso y la propuesta. Por supuesto, la forma de llegar a cada uno de los p\u00fablicos internos radica en el empleo eficiente de los m\u00faltiples medios de comunicaci\u00f3n interna. Mientras tanto, actores externos tales como los Cliente y Usuarios, la Comunidad y las Autoridades de Control, entre otros stakeholders, privilegian dos tipos de medio o canal para informarse acerca de las actuaciones de la empresa, a saber, los medios digitales, dada la facilidad de acceso a la informaci\u00f3n en tiempo real, y los contactos persona a persona en los lugares en los que se ofrece dicha posibilidad.<\/span><\/p>\n Los p\u00fablicos internos pueden llegar a manejar lenguaje espec\u00edfico con propiedad, mas no ocurre lo mismo con los p\u00fablicos externos, para quienes el lenguaje tiene que ser claro, pero b\u00e1sico y comprensible. Pero adem\u00e1s de la diferencia entre los p\u00fablicos como se ha descrito en este aparte, hay otra consideraci\u00f3n de fondo que diferencia los p\u00fablicos, y est\u00e1 dado por su edad. Y es que las formas de aprendizaje de personas de mediana edad, pueden variar significativamente frente a poblaciones j\u00f3venes, por ejemplo. Tambi\u00e9n el nivel de formaci\u00f3n, cultural o educativo, influye en la forma como los p\u00fablicos puedan recibir, reconocer, tomar y apropiarse de un mensaje, para que si es preciso o requerido, lo convierta en conductas. Desde las propuestas te\u00f3ricas de la comunicaci\u00f3n organizacional, diversos son los tipos de mensaje que pueden ser generados con el prop\u00f3sito de realizar divulgaci\u00f3n de informaci\u00f3n, y la diferencia entre unos y otros est\u00e1 principalmente representada en el objetivo que se persiga comunicar.<\/span><\/p>\n As\u00ed por ejemplo, se encuentran los mensajes\u00a0<\/span>Informativos o de Contexto,\u00a0<\/b>que buscan que las personas sepan lo que est\u00e1 pasando en la empresa; est\u00e1n los\u00a0<\/span>Directivos,\u00a0<\/b>que le dicen a la gente qu\u00e9 debe hacer y qu\u00e9 se espera de ellos; est\u00e1n tambi\u00e9n los\u00a0<\/span>Motivacionales,\u00a0<\/b>que buscan la participaci\u00f3n y el involucramiento del personal frente a derroteros espec\u00edficos de acci\u00f3n; existen tambi\u00e9n los mensajes\u00a0<\/span>De Apoyo,\u00a0<\/b>que plantean c\u00f3mo se debe actuar en tiempos de crisis; y por \u00faltimo, los\u00a0<\/span>De Desempe\u00f1o<\/b>;que proporcionan principalmente retroalimentaci\u00f3n y reconocimiento.<\/span><\/p>\n Cuando un proceso de divulgaci\u00f3n y despliegue es de car\u00e1cter Directivo, el mejor indicador para medir la efectividad del proceso de Comunicaciones, es la observaci\u00f3n aplicada de las conductas propuestas y promovidas desde el mismo, entre quienes son los llamados a hacer la expresi\u00f3n de las pr\u00e1cticas, frente a los stakeholders con los que interact\u00faan. Por supuesto que lograr la apropiaci\u00f3n de conductas y la integraci\u00f3n al repertorio comportamental no es de corto plazo, y se requiere definir mecanismos de medici\u00f3n del proceso, hasta tanto se vaya logrando esa apropiaci\u00f3n, lo cual supone medir otras variables tales como el conocimiento de las propuestas, el fin u objetivo perseguido con las mismas, las bases que fundamentan y justifican el modelo, como tambi\u00e9n el conocer a todos los stakeholders y las formas deseables de relacionamiento para con cada uno de ellos.<\/span><\/p>\n