{"id":3141,"date":"2018-01-11T15:15:39","date_gmt":"2018-01-11T15:15:39","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3141"},"modified":"2021-03-05T15:16:31","modified_gmt":"2021-03-05T15:16:31","slug":"estrategia-y-retorno-en-la-comunicacion-corporativa","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/estrategia-y-retorno-en-la-comunicacion-corporativa\/","title":{"rendered":"Estrat\u00e9gia e retorno da comunica\u00e7\u00e3o empresarial"},"content":{"rendered":"<p>[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|500||on|||||\" text_text_color=\"#1a2126\u2033 text_font_size=\"18px\" text_letter_spacing=\"4px\"]Blog[\/et_pb_text][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2020\/12\/line.svg\" title_text=\"linha\" _builder_version=\"4.7.7\u2033 _module_preset=\"default\" custom_margin=\"-15px||||false|false\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" title_font=\"Helvetica Neue-Bold||||||||\" title_text_color=\"#032F77\u2033 title_font_size=\"40px\" meta_font=\"Roboto|500|||||||\" meta_text_color=\"#93BB23\u2033 meta_font_size=\"16px\" custom_margin=\"||||false|false\" custom_padding=\"|200px|||false|false|false|false\" custom_padding_tablet=\"|0px||||false|false|false|false\" custom_padding_phone=\"|0px||false|false|false\" custom_padding_last_edited=\"on|tablet\"][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"font-weight: normal;\"]No universo empresarial, sempre sujeito \u00e0 necessidade de resultados a curto prazo, o Dircom deve demonstrar \u00e0 dire\u00e7\u00e3o que o seu trabalho \u00e9 rent\u00e1vel e responde a um plano definido.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7f7\u2033 custom_padding=\"0px|||0px|||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-captura-de-pantalla-2018-01-11-a-las-20-33-46-1515699333.png\u00bb title_text=\u00bb750\u00d7421-captura-de-pantalla-2018-01-11-a-las-20-33-46-1515699333\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]A import\u00e2ncia da comunica\u00e7\u00e3o empresarial \u00e9 inquestion\u00e1vel para qualquer empresa de sucesso. Os anos 90 marcaram um ponto de viragem neste dom\u00ednio e, desde ent\u00e3o, \u00e9 cada vez mais comum as empresas\u00a0<strong>a Dircom tem assento nos comit\u00e9s executivos<\/strong>Os conselheiros mais pr\u00f3ximos do Diretor Executivo.<\/p>\n<p>O tornado a todos os n\u00edveis resultante da crise financeira foi, no entanto, um passo atr\u00e1s para os departamentos de comunica\u00e7\u00e3o, que est\u00e3o sempre expostos a quest\u00f5es por vezes dif\u00edceis de responder:<\/p>\n<p>&nbsp;<\/p>\n<blockquote><p>Qual \u00e9 o retorno, \u00e9 necess\u00e1rio investir recursos da empresa para melhorar a nossa visibilidade e reputa\u00e7\u00e3o nos meios de comunica\u00e7\u00e3o social, e ser\u00e1 que vale a pena?<\/p><\/blockquote>\n<p>&nbsp;<br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#032F77\u2033 global_module=\"2076\u2033 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custom_margin_tablet=\"125px||||false|false\" custom_margin_phone=\"60px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.2\u2033 _module_preset=\"default\" text_font=\"Roboto|700|||||||\" text_text_color=\"#FFFFFFFFFFFF\" text_font_size=\"40px\" text_line_height=\"1.1em\" text_orientation=\"center\" custom_margin=\"||||false|false\" custom_padding=\"||||false|false\" custom_padding_tablet=\"\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" text_font_size_tablet=\"\" text_font_size_phone=\"31px\" text_font_size_last_edited=\"on|phone\" custom_css_main_element_last_edited=\"on|desktop\"]Podemos ajud\u00e1-lo a comunicar melhor[\/et_pb_text][et_pb_button button_text=\"Ir para Audi\u00eancias Digitais\" button_alignment=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFF\" button_border_width=\"0px\" button_border_radius=\"11px\" button_font=\"Roboto||||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"|55px||55px|false|true\" custom_padding_tablet=\"\" custom_padding_phone=\"|35px||35px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 0, 0, 0, 0.16);\" box_shadow_style=\"preset2\u2033 box_shadow_horizontal=\"2px\" box_shadow_vertical=\"2px\" box_shadow_blur=\"10px\" box_shadow_color=\"#d3e1ac\" button_text_color__hover_enabled=\"on|hover\" button_text_color__hover=\"#ffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#93bb23\u2033 button_bg_enable_color__hover=\"on\" custom_css_main_element_last_edited=\"on|phone\"][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_left\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px||0px|||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-left-side-bot.png\" title_text=\"we_specialize_left\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"35%\" width=\"35%\" width_tablet=\"30%\" width_phone=\"45%\" width_last_edited=\"on|desktop\" max_width=\"35%\" max_width_tablet=\"30%\" max_width_phone=\"45%\" max_width_last_edited=\"on|tablet\" custom_margin=\"45px||||false|false\" custom_margin_tablet=\"-53px||||false|false\" custom_margin_phone=\"30px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<strong>Criar confian\u00e7a \u00e9, sem d\u00favida, o grande desafio de um departamento de comunica\u00e7\u00e3o.<\/strong>Um servi\u00e7o estrat\u00e9gico que por vezes \u00e9 subvalorizado. A recess\u00e3o provocou crises de reputa\u00e7\u00e3o de grande magnitude e o trabalho de um Dircom \u00e9 mais necess\u00e1rio do que nunca, mas nem sempre \u00e9 entendido desta forma.<\/p>\n<p>Nesta encruzilhada, as respostas devem basear-se em\u00a0<strong>uma base s\u00f3lida<\/strong>O Comit\u00e9 das Regi\u00f5es<strong>ue deve desenvolver um plano estrat\u00e9gico de comunica\u00e7\u00e3o empresarial.<\/strong>. \u00c9 a b\u00edblia da Dircom, todas as ac\u00e7\u00f5es de comunica\u00e7\u00e3o devem responder a esta estrat\u00e9gia, nunca \u00e0 improvisa\u00e7\u00e3o.<\/p>\n<p>A Dircom deve planear e implementar este plano estrat\u00e9gico em contacto permanente com o CEO, dando-lhe uma vis\u00e3o global desta iniciativa. As suas quatro fases principais s\u00e3o:<\/p>\n<p>&nbsp;<\/p>\n<p><input name=\"1\" type=\"button\" value=\"1\" \/>Auditoria ou estudo pr\u00e9vio da comunica\u00e7\u00e3o interna, externa e de crise.<\/p>\n<p>O que foi feito at\u00e9 aqui? \u00c9 uma fase em que o Dircom entra em contacto com todos os departamentos de uma empresa, o que facilitar\u00e1 o seu trabalho posterior.<\/p>\n<p><input name=\"2\" type=\"button\" value=\"2\" \/>\u00a0Desenvolvimento do plano estrat\u00e9gico.<\/p>\n<p><input name=\"3\" type=\"button\" value=\"3\" \/>\u00a0Arranque. Consoante a dimens\u00e3o da empresa, pode ser adequado efetuar este processo em v\u00e1rias fases.<\/p>\n<p><input name=\"4\" type=\"button\" value=\"4\" \/>\u00a0Fase de acompanhamento e controlo.<\/p>\n<p>&nbsp;<\/p>\n<p>Para melhorar a imagem de uma empresa na sociedade em que opera, tudo deve responder a uma estrat\u00e9gia cujo objetivo \u00e9\u00a0<strong>O objetivo final \u00e9 aumentar o reconhecimento e o valor de uma marca.<\/strong>\u00a0entre diferentes p\u00fablicos.<\/p>\n<p>A vida de um plano estrat\u00e9gico \u00e9 longa, e \u00e9 por isso que\u00a0<strong>de\u00a0<a href=\"https:\/\/www.cecubogroup.com\/pt\/cecubo-metrics\/\"><u>Cecubo<\/u><\/a>\u00a0consideramos essencial que a Dircom possa analisar e medir de forma concreta a imagem<\/strong>\u00a0que uma empresa transmite em todas as fases atrav\u00e9s dos meios de comunica\u00e7\u00e3o social e das redes sociais. Antes de atingirmos o objetivo a longo prazo, temos de atingir objectivos a curto prazo nos quais possamos envolver os executivos de topo da empresa.<\/p>\n<p>A Dircom deve\u00a0<strong>tornar tang\u00edvel o intang\u00edvel<\/strong>\u00a0para que qualquer empresa possa medir a sua comunica\u00e7\u00e3o,\u00a0<strong>melhor\u00e1-lo e traduzi-lo em benef\u00edcios comerciais<\/strong>. O retorno de uma estrat\u00e9gia \u00e9 mensur\u00e1vel, desde que o plano seja claro e acordado com a dire\u00e7\u00e3o.<\/p>\n<p>Para criar um clima de confian\u00e7a entre os respons\u00e1veis pela comunica\u00e7\u00e3o e a dire\u00e7\u00e3o, \u00e9 importante otimizar a tomada de decis\u00f5es, associando as iniciativas de comunica\u00e7\u00e3o a indicadores-chave de desempenho que indiquem o n\u00edvel de sucesso das ac\u00e7\u00f5es.<\/p>\n<p>Com os dados na mesa de um comit\u00e9 de dire\u00e7\u00e3o, \u00e9 mais f\u00e1cil decidir se se deve manter ou modificar uma estrat\u00e9gia comercial e de comunica\u00e7\u00e3o.<\/p>\n<p>&nbsp;<\/p>\n<p><em>O retorno j\u00e1 n\u00e3o \u00e9 um discurso vazio, o retorno pode ser medido e monitorizado.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Por conseguinte, o departamento de comunica\u00e7\u00e3o da empresa n\u00e3o deve ser apenas um gabinete a partir do qual s\u00e3o enviadas comunica\u00e7\u00f5es para os meios de comunica\u00e7\u00e3o social e as redes sociais s\u00e3o alimentadas com conte\u00fados.\u00a0<strong>A Dircom precisa de um plano para envolver todas as equipas da empresa.<\/strong>\u00a0Uma vez criada, deve ser constantemente avaliada para evitar a repeti\u00e7\u00e3o de erros e para se concentrar nos aspectos que melhoram a visibilidade e a reputa\u00e7\u00e3o da marca na sociedade.<\/p>\n<p>&nbsp;<br \/>\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 specialty=\"on\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f6f6f6f6\u2033 saved_tabs=\"all\"][et_pb_column type=\"1_2\u2033 _builder_version=\"3.25\u2033 custom_padding=\"||||\" custom_padding__hover=\"||||\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/servicios.jpg\" title_text=\"services\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw\" 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custom_margin=\"-5px||||false|false\" custom_padding=\"||||false|false\" custom_css_main_element=\"||font-weight: 900;\"]Os nossos servi\u00e7os podem ajud\u00e1-lo?[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\"1_2,1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"-25px||||false|false\"][et_pb_column_inner type=\"1_2\u2033 saved_specialty_column_type=\"1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_button button_text=\"Ir para o Est\u00fadio Criativo\" button_alignment=\"left\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_size=\"18px\" button_text_color=\"#032F77\u2033 button_bg_color=\"RGBA(0,0,0,0)\" button_border_width=\"3px\" button_border_color=\"#032F77\u2033 button_border_radius=\"1vw\" button_font=\"Roboto|700|||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" button_use_icon=\"off\" 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