Filtraciones y Transparencia en un mundo globalizado

November 16 2015

por Valentina Giacaman Hazboun
Socia Fundadora de RumboCierto
Para una firma de PR hoy es mucho más difícil tratar de contener una crisis de un cliente en un mundo donde todo parece ser transparente, y la información fluye por redes sociales en menos tiempo de lo que se pensaba.

Atrás quedaron los tiempos en que las empresas creían que no era necesario comunicar. Hoy los clientes y usuarios exigen saberlo todo y en tiempo real. Lo mismo pasa con las personas: un ejecutivo podría sostener una reunión con un político y, aunque sea privada y en su casa, podría filtrarse a las pocas horas.

El alcance de la prensa y las redes sociales ya parece haberlo absorbido todo. ¿Qué nos queda? ¿Cómo podemos defendernos? ¿Es el fin del lobby como actividad y de los medios impresos como forma de informarse? La regulación y la transparencia en la información parecen ser la clave para prevenir situaciones riesgosas.

Pero para que el mix sea el adecuado habría que sumarle una cuota de manejo de riesgos comunicacionales con aspectos fundamentales en cualquier prevención de crisis. Por ejemplo, mantener una adecuada relación con los periodistas que cubren el sector de su empresa, proveyéndoles datos y análisis permanentes, accesibilidad a llamados y dudas, podría ser una buena manera de armar una relación con la prensa.

No siempre opinar en on sobre su empresa o conflicto es la única forma de generar estos lazos, ni siempre es un riesgo hablar con los periodistas.

Se debe tomar en cuenta esta nueva forma de comunicar del periodismo donde ya nada parece ser privado. El paso a lo público es fundamental, y por eso la negación de una situación es imposible.

Otro elemento importante es la velocidad de reacción. Así como las redes hacen que una información se masifique en segundos, la empresa debe tener información al día, voceros entrenados y procedimientos establecidos para saber reaccionar.

Si no está preparado ante una filtración, nadie podrá ayudarlo, porque el más beneficiado siempre será la prensa al tener acceso a datos atractivos para un público que hoy no perdona la burocracia corporativa.
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Más información

Sitio web oficial RumboCierto: rumbocierto.cl

Portrait en RumboCierto: Valentina Giacaman Hazboun (personas e historia)

Foto: Valentina Giacaman Hazboun

Leyenda: Valentina Giacaman Hazboun es la fundadora de RumboCierto que opera a nivel local, pero con importantes relaciones y clientes a nivel global.

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