Page 35 - MemoriaOBN-Eng

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Communication

Communication is a key element that provides exposure to an entity that is not ex-

clusively limited to informing, but rather hopes to establish its identity as a feature
that distinguishes it in its field of operation and against competition. This compri-

ses two aspects: external communication, which defines a company’s relationship

with the outside world; and internal communication, which refers to the infor-
mation circulating within the enterprise. Informing, i.e., the simple transmission

of messages to a receiver, was traditionally differentiated from communication.
Communication is understood as the two-way exchange of messages between

transmitter-receiver.

That is why the entity must first define its hallmark. Each entity must find relevant

elements that characterise it specifically and distinguish it from others. Once the-
se are defined, the entity will disclose them following the strategy defined in the

communication plan prepared ad hoc for that purpose.

It must be taken into account that everything stemming from the organization,
ranging from material elements to the attitude of the parties involved, form its

identity and create its image. The challenge is to homogenize this variety of signs

and combine them in a single unit, the organization’s identity.

Once the features of its personality are identified, the next step will be to design
the most appropriate strategy to give expression to such features. This is where

the Communication Plan comes into play. This plan is the approach to problems,

wants or needs of an entity/organization, with possible solutions. It also includes
all the data needed to implement said solutions.

The current situation of the entity, in this case CIBERobn, the objectives to be

met, the public to be taken into account (who are affected, who can help us
meet our objectives, who must be addressed, etc.), the strategies and tech-

niques that will define the actions to be followed, the planning of said actions,

the budget to be invested, assessment of the plan and, finally, the end results
obtained, must be defined.
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To meet the established objectives, CIBERobn must have communication ins- 0
2
truments that allow it to show its intentions. These instruments include printed RT
media (announcements and information published by the press), direct contacts PO
E
with journalists and directors of the press (professional and personal), and those R
AL
disclosing actions which transfer CIBERobn technical-scientific activity to society U
as a whole.
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A
Although an enterprise’s external communication is usually more visible, an entity /
BN
can never ignore its internal communication as it is a fundamental element to the O
ER
success of a communication policy. In addition to the verticality and horizontality B
which must be assured, internal communication must also work in two other direc- CI

tions: information is distributed to the entire team (downwards) and opinions are 35
heard (upwards) to achieve an integrated team. To that end, the entity has resort