What role do communication strategy and objectives play in a company's business objectives?
Posted: Mon Dec 23, 2024 7:03 am
Since 2015, Luis has focused on corporate and institutional communication and teaching journalism and communication . Currently, he teaches these subjects at EF Business School, EOI (School of Industrial Organization), Nebrija University and Atresmedia Formación. In addition, he also works as an independent consultant advising and collaborating with companies and spokespersons who need it to improve the management of their communication and personal brand.
Journalism, a profession in constant crisis and reinvention
Throughout your career you have worked as a journalist in both radio and television, at regional and national level. In recent years you have focused on corporate communications, which many colleagues in the profession call “the dark side”. Have you encountered any reluctance from fellow journalists regarding this professional change?
No reluctance. More like curiosity. Some former colleagues are interested in knowing "if there is life beyond the media" and there certainly is. 9 out of 10 job offers that I publish on my communications blog come from corporate communications companies and the rest from journalism. The important thing is that, whether you work in an editorial office or in the communications of an organization, you do it honestly, without lies and with good intentions.
Luis Fraga, journalist
What can a journalist's experience and vision bring to a kuwait number in whatsapp company's communication strategy?
Although not all communication managers in companies are journalists, I believe that the fact of having worked in a media outlet is something that adds a lot of value to that professional who now moves to the other side. A DIRCOM or any professional in charge of the communication of his company has other audiences of interest, in addition to journalists, but relations with these continue to be very important in the day-to-day life of a communication manager.
It is essential, or at least it should be . I am a member of DIRCOM , the Association of Communication Managers, and in all its forums, events and publications it is demanded that the DIRCOM be integrated into the management committees of their companies , that they be another manager to form part of the team responsible for the strategy of their companies, that they are not only there to put out fires or when a crisis or need arises. That is the first thing that is heard in this group. Secondly, the focus is on the role of the communication professional in not only safeguarding the reputation of their company, but also in increasing the profit and loss account. In other words, communication is intangible , yes, but it translates, well managed, into an increase in sales and profits . There is a return in communication, not only in marketing. A company with a good reputation will most likely sell more.
Do you think that educational work is needed to enhance communication or does it already have a relevant position within companies?
I consider myself a novice in corporate communications. As you have pointed out in the introduction to this interview, I have spent more years in the media than in communications. But my more experienced colleagues tell me that there is still a lot to do. There are many companies and business owners who are still not fully convinced of the importance of having a communications department, even if it is outsourced.
What advice would you give to someone who is considering studying journalism? And to someone who wants to work in corporate communications?
To the former, don't be discouraged by the negative comments about the present and future of the profession that you have probably heard since the first day you went to class in your degree. It is true that traditional media are losing readers, listeners and viewers, but the digital universe, for example, opens up new employment opportunities. I would also like to recommend that you don't limit yourself to sending out CVs, that you take a few risks and start creating content : a blog, a podcast, a digital medium... Anything goes to publish your own creations that a recruiter might have an eye on tomorrow.
I would advise those who want to work in corporate communication to keep "in this world". It is very praiseworthy to work in event design, for example, or in protocol, but communication is much more: it is essential to be well informed and, in addition, to read a lot (not just current affairs) and, very importantly, to write well.
For decades, it has been said that the profession is in crisis. What is your opinion? How do you see the future of journalism?
My answer is related to the previous question. Those of us who studied primary school remember having gone through other crises. Now they say that another one is coming, comparable to the one in 2008 or even worse. I think we cannot let ourselves be carried away by pessimism. The world has changed: a pandemic, a war in the heart of Europe, the threat of global warming... We have to take it all in, be flexible and move forward.
What role will fake news and fact-checking play in the future? Are we becoming more likely to be fooled?
The problem of misinformation is very worrying. Leticia Rodríguez, a professor at the University of Seville and an expert in detecting fake news, told me in an interview for my blog that one of the dangerous consequences of fake news occurs in the political sphere : populist politicians, she told me, settle into post-truth because we, the citizens, are "consumer voters who approach politics from a place of complaint." And that is very dangerous. Trump or Putin have authentic machines around them for creating fake news.
Luis Fraga journalist, expert in social communication and podcast
Journalism, a profession in constant crisis and reinvention
Throughout your career you have worked as a journalist in both radio and television, at regional and national level. In recent years you have focused on corporate communications, which many colleagues in the profession call “the dark side”. Have you encountered any reluctance from fellow journalists regarding this professional change?
No reluctance. More like curiosity. Some former colleagues are interested in knowing "if there is life beyond the media" and there certainly is. 9 out of 10 job offers that I publish on my communications blog come from corporate communications companies and the rest from journalism. The important thing is that, whether you work in an editorial office or in the communications of an organization, you do it honestly, without lies and with good intentions.
Luis Fraga, journalist
What can a journalist's experience and vision bring to a kuwait number in whatsapp company's communication strategy?
Although not all communication managers in companies are journalists, I believe that the fact of having worked in a media outlet is something that adds a lot of value to that professional who now moves to the other side. A DIRCOM or any professional in charge of the communication of his company has other audiences of interest, in addition to journalists, but relations with these continue to be very important in the day-to-day life of a communication manager.
It is essential, or at least it should be . I am a member of DIRCOM , the Association of Communication Managers, and in all its forums, events and publications it is demanded that the DIRCOM be integrated into the management committees of their companies , that they be another manager to form part of the team responsible for the strategy of their companies, that they are not only there to put out fires or when a crisis or need arises. That is the first thing that is heard in this group. Secondly, the focus is on the role of the communication professional in not only safeguarding the reputation of their company, but also in increasing the profit and loss account. In other words, communication is intangible , yes, but it translates, well managed, into an increase in sales and profits . There is a return in communication, not only in marketing. A company with a good reputation will most likely sell more.
Do you think that educational work is needed to enhance communication or does it already have a relevant position within companies?
I consider myself a novice in corporate communications. As you have pointed out in the introduction to this interview, I have spent more years in the media than in communications. But my more experienced colleagues tell me that there is still a lot to do. There are many companies and business owners who are still not fully convinced of the importance of having a communications department, even if it is outsourced.
What advice would you give to someone who is considering studying journalism? And to someone who wants to work in corporate communications?
To the former, don't be discouraged by the negative comments about the present and future of the profession that you have probably heard since the first day you went to class in your degree. It is true that traditional media are losing readers, listeners and viewers, but the digital universe, for example, opens up new employment opportunities. I would also like to recommend that you don't limit yourself to sending out CVs, that you take a few risks and start creating content : a blog, a podcast, a digital medium... Anything goes to publish your own creations that a recruiter might have an eye on tomorrow.
I would advise those who want to work in corporate communication to keep "in this world". It is very praiseworthy to work in event design, for example, or in protocol, but communication is much more: it is essential to be well informed and, in addition, to read a lot (not just current affairs) and, very importantly, to write well.
For decades, it has been said that the profession is in crisis. What is your opinion? How do you see the future of journalism?
My answer is related to the previous question. Those of us who studied primary school remember having gone through other crises. Now they say that another one is coming, comparable to the one in 2008 or even worse. I think we cannot let ourselves be carried away by pessimism. The world has changed: a pandemic, a war in the heart of Europe, the threat of global warming... We have to take it all in, be flexible and move forward.
What role will fake news and fact-checking play in the future? Are we becoming more likely to be fooled?
The problem of misinformation is very worrying. Leticia Rodríguez, a professor at the University of Seville and an expert in detecting fake news, told me in an interview for my blog that one of the dangerous consequences of fake news occurs in the political sphere : populist politicians, she told me, settle into post-truth because we, the citizens, are "consumer voters who approach politics from a place of complaint." And that is very dangerous. Trump or Putin have authentic machines around them for creating fake news.
Luis Fraga journalist, expert in social communication and podcast