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Plan de comunicación: interna, externa y en las crisis Saltar al contenido Si eres un profesional freelance es normal que no te plantees las mismas estrategias que una gran empresa. Pero llega un día en que empiezas a crecer y contratar trabajadores. Por tanto tienes que plantearte un plan de comunicación en tu empresa. Quizá pienses que esto es cosa de multinacionales, pero a poca experiencia que tengas verás que no lo es. Una empresa con una cartera de clientes considerable tiene que definir cómo será la comunicación con ellos, así como la comunicación entre los propios miembros de la empresa. En este artículo te enseñaremos en qué consiste un plan de comunicación en una empresa qué pasos debes seguir para redactarlo . ¡Vamos a por ello!
¿Qué es el plan de comunicación de una empresa? El plan de comunicación es uno de los documentos imprescindibles que debe tener toda empresa. De esta manera los procesos de comunicación quedarán organizados, tanto los externos como los internos. En grandes líneas el plan de comunicación de la empresa recogéra objetivos, políticas, estrategias, recursos y acciones de comunicación. Como hemos comentado, estos puntos anteriores estarán definidos para comunicación interna y externa , como veremos a continuación.
Plan de comunicación interna La comunicación interna de una empresa se realiza por canales formales e informales . Los canales formales son los de carácter oficial y los informales se basan en relaciones de camaradería o amistad. Sobre estos últimos la empresa no puede tener tanto control. La elaboración de un plan de comunicación interna implica los siguientes pasos:
Establecer objetivos medibles : uno de estos objetivos puede ser, por ejemplo, disminuir el número de reuniones. Para medir hay que definir un periodo de tiempo y comparar con el periodo análogo del año anterior.Concienciar a los trabajadores : ellos deben entender los beneficios del plan de comunicación y saber cómo aplicar sus acciones.Redactar el contenido del plan : este tendrá que ser útil para los empleados y fácil de implementar.Definir los medios de comunicación que se utilizarán : hay que seleccionar los medios más adecuados para conseguir los objetivos de comunicación. Hablar de medios es más complejo porque hay muchas opciones, por tanto los desglosamos en un punto aparte.
Medios de comunicación utilizados en las empresas Las empresas utilizan 4 tipos de medios de comunicación:
Medios personales con soporte electrónico : son las videoconferencias y el chat, en sus diferentes softwares.Medios no personales con soporte electrónico : aquí entran intranet y el correo electrónico.Medios personales con soporte no electrónico : son las tradicionales reuniones . Son medios muy eficaces si se organizan adecuadamente.Medios no personales con soporte no electrónico : se trata de las revistas, memorias anuales, folletos y tablones de anuncios. Son similares a la publicidad pero de puertas hacia dentro. El plan de comunicación interna definirá cuáles de estos medios se utilizarán dependiendo de qué se quiera comunicar y con quién. En cuanto a medios electrónicos, cada empresa utilizará unos programas informáticos determinados. Como ejemplo de plan de comunicación interna de una empresa te dejamos este vídeo donde se explica el de Unilever España. VIDEO
Plan de comunicación externa El planteamiento inicial de la comunicación externa es similar al de la interna. Por tanto lo primerp que hay que definir son los objetivos, el mensaje que se quiere comunicar y a quién se dirigirá la empresa . Por tanto el documento del plan de comunicación externa tendrá los siguientes apartados:
Objetivos. Líneas estratégicas. Áreas de influencia donde trabaja la empresa. Públicos a los que se dirige la empresa. En el plan de comunicación externa hay que distinguir entre comunicación tradicional y comunicación online . Además debe tener una guía de buenas prácticas, tanto para comunicación offline como para online. En el plan de comunicación online son muy importantes las redes sociales , por tanto es un elemento que tiene que estar presente en la guía de buenas prácticas.
Plan de comunicación y marketing Un tipo de comunicación externa es la comunicación de marketing , que no solo es la publicidad. Aquí se trata de dirigirse a los clientes y para ellos te recomendamos las siguientes pautas:
Segmenta a tu público según su comportamiento : en este clasificación tendrás clientes fieles , clientes esporádicos, no clientes, proveedores y distribuidores.Ponte en su lugar : esto significa que identifiques qué compra, cómo compra, sus valores y su estilo de vida.Define cómo contactar con tu público : para esto hay que pensar cómo el tono de tu mensaje y cómo les influirá. También es importante el día de la semana y la hora en que se envián las comunicaciones.Define para qué quieres comunicarte con tu público y la respuesta esperada : establece objetivos medibles para poder evaluar fácilmente si la comunicación da resultado.Define los objetivos de marketing : deben ser sobre todo cuantitativos. Por ejemplo, si te diriges a alguien que nunca ha probado tu producto, el objetivo será inducirlo a probar lo tuyo mediante promociones. Si te diriges a un cliente que ya te compra, el objetivo será que te compre más.Evalúa la herramienta de marketing más adecuada para los objetivos establecidos : esta puede ser el precio, la distribución, o una combinación de varios elementos.Establece cómo te vas a comunicar con tu público : aquí tienes muchas opciones, como eventos, promoción en tiendas, merchandising y muchos más. Lo importante es seleccionar las tácticas adecuadas para alcanzar los objetivos que buscas. Ten en cuenta también tu presupuesto para estas acciones. No olvides en la comunicación de marketing a lo que se llaman clientes internos, que son tus trabajadores.
Plan de comunicación en crisis Toda empresa puede tener que enfrentar situaciones de crisis y para ello hay que tener un plan de comunicación adecuado. Te explicamos los pasos a seguir para elaborarlo.
Detectar los posibles riesgos : estos pueden ser huelgas, quiebras, accidentes, crisis de reputación online, entre otros ejemplos.Redactar el manual de instrucciones para saber cómo actuar : aquí habrá que escribir las instrucciones precisas para resolver los tipos de emergencias más probables definidas en el apartado anterior. Cuando llega la crisis hay que organizarse del siguiente modo:
Montar un gabinete de crisis : son las personas encargadas de resolver la situación. En empresas grandes habrá un alto ejecutivo, el jefe del área relacionada con el suceso, un abogado y un asesor de comunicación.Preparar una lista de preguntas y respuestas : es una forma de estar preparados para las preguntas que pueden llegar.Designar un portavoz : lo mejor es buscar una persona ajena a la empresa que dé la cara pero que una vez que pase la crisis se desvincule. Así no se relacionará a esa persona con la empresa. Recuerda que cuando hay una crisis lo primero que debe hacerse es resolverla, nunca huir . Por eso el plan de crisis debe tener en cuenta cómo responderemos ante los clientes. Una crisis bien gestionada puede incluso mejorar la imagen de la empresa. Como ejemplo práctico te mostramos este vídeo donde se muestra la gestión de una crisis por parte de Toyota. VIDEO
¿Ya tienes preparados tus planes de comunicación y crisis? Hemos insistido en este punto porque suele ser uno que se suele pasar por alto. Esperamos haberte ayudado a tomar conciencia de su importancia, aunque tu empresa sea pequeña. ¿Cómo redactaste tu plan de comunicación? ¿Cuáles son tus objetivos con él? Ahora es tu turno, así que aprovecha para ello la zona de comentarios.