Module I:

The communication
Business

Source: www.master-comunicacion.es
 Business Communication

1.1 Communication: concept, types, communication process

When we talk about communication we can find a series of concepts to define it,
basically communication consists of the transfer and understanding of information
from one person to another. It constitutes a bridge of transmission between people, so
that they can share what they feel and know.

Communication is also an act carried out by two or more people, where there is a
sender and a receiver. Likewise, it is a process of transmission and reception of ideas,
information and messages.

From all that has been said, it is important to highlight the meaning of the
communication process, to also understand its global nature and the importance of
each of the elements that intervene in this context.

Because communication is considered a process, it is convenient that we give value to

each element or component that makes it up, that is, the sender, the receiver, the
message, the channel, the code, must be analyzed at the time of transmitting or
disseminating a message. message or information, given that if any of these elements
fail we will not be able to achieve our purpose of communication.

COMUNICATION ELEMENTS

Below we will explain what each element that makes up this process called
communication consists of:

ISSUER: It is the person who makes a message known, they can also be mass media,
they already produce information to be disseminated to the public. The sender is also
called the source, he creates messages to interact with others, it is the beginning of the
communication process.

MESSAGE: It is the materialization of the idea, which is carried out through the
selection of some codes that make up the linguistic system and that are chosen
according to the intention and experience of the sender and receiver.

The development of the message or idea that the sender wishes to convey is an
essential step, because unless there is a valid message, all other steps lose meaning.
CODE: It is an element of the set of signs, a product of conventionalism, which allows
ideas and experiences to be transmitted. For the message to be understood, these
codes must be understood by both the sender and the receiver. The encoding of the
idea is done through words, graphics, usual methods or any other vehicle appropriate
for transmission.

CHANNEL: It is the physical medium through which the message flows or circulates, it
generally corresponds to sensory stimuli. It is the vehicle or means of transportation
used by the sender to convey and/or transmit the message in the communication.

RECEIVER: In terms of communication, the person who receives the message from the
sender or communication source is known as the receiver, who is responsible for
deciphering it.

FEED BACK: It is the response that exists in a communication where two or more
entities intervene. This response can be given by the receiver if there is understanding
of the message received, for this the acquisition of continuous information is very
important. Only when there is a response from both parties and there is a flow of ideas
back and forth between the sender and the receiver, can it be said that there is
communication. In this case we also talk about communication in two senses, in the
case of the sender he makes known the message he wants to transmit, for his part the
receiver uses the message after having received and understood it.

Feedback and communication in two senses:

Typically, the sender intends some type of feedback to ensure that his or her message
has been understood. Feedback begins a new communication, which must in turn carry
out the six steps already indicated. The result is a complete communication circuit,
known as two-way communication. This means that a sender and a receiver are
exchanging messages, so that there is a flow of information.
Adequate message reception is when there is a positive effort made by a recipient to
receive and understand an encoded communication. This fact has its advantages,
among them are mentioned: it helps the receiver understand the emotions, ideas and
needs of the communicators; shows interest in the sender and what they have to
express; In turn, the sender's attitudes towards the receiver improve, and for this
reason both become more receptive.

TYPES OF COMMUNICATION

Communication can be classified as verbal communication, which can be oral or

written. Oral is done through oral signs and spoken words. Examples: shouting,
whistling, crying, laughing, conversation or articulate language, which is the most
advanced form of oral communication. The writing is carried out through the graphic
representation of signs. Examples: alphabets, hieroglyphs, acronyms, graffiti, logos.
Non-verbal communication is carried out through a wide variety of signs: sensory
images (visual, auditory, olfactory), sounds, gestures, body movements, etc. Among the
non-verbal communication systems we have body language: gestures, movements,
tone of voice, clothing, body odor, are part of the message we want to communicate.
Iconic language, for its part, encompasses universal, semi-universal, particular or secret
codes.

Characteristics of non-verbal communication: -It is closely related to verbal

communication, they are usually used together.
-Acts as a regulator of the communication process, expanding or reducing the meaning
of the message.
-They vary according to cultures.
Non-verbal communication systems:

PURPOSES OF COMMUNICATION

The objectives of the communication process are to inform, persuade, motivate or

achieve mutual understanding.

To be an effective communicator you need to have basic knowledge about:

A) What is communication and how messages are received.

B) How information is processed and what role the sender and receiver play in this
context.
C) What types of media and communication tools are most appropriate for a certain
message.

TO REMEMBER:
-Communication is a process of transmitting and receiving ideas, information and
messages.
-The elements that intervene in the communication process are: the sender, the
receiver, the message, the channel, the code, the feedback or feed back.
-We must give the appropriate value to each element that intervenes in the
communication process, since if any of these elements fails we will not be able to
achieve our purpose of communicating.
-The objectives of the communication process are to inform, persuade, motivate or
achieve mutual understanding.
1.2 Business communication: definition, characteristics, importance,
scope

Business or executive communication is the total set of messages that are exchanged
between the members of an organization, and between it and its environment.

These messages can be conveyed at different levels and in various ways.

It would be like the set of messages that an organization projects to a specific audience,
in order to make its mission and vision known, and establish empathy between the
organization and the specific audience.

Business communication contains a large number of elements, both internal and

external, that help project an efficient corporate image.

This communication must be dynamic, planned and concrete, which will turn it into a
synergistic direction and orientation tool, based on constant feedback.

Today business communication cannot be neglected, much less leave it in the hands of
people who are not qualified to manage it properly. All companies, whether small,
medium or large, must give value to communication and have a communication system
that allows them to develop actions to conveniently satisfy the information needs of
the internal and external public, according to their respective characteristics.

PROJECT YOURSELF TOWARDS THE PUBLIC

In business communication, the perception that the recipients or public have of the
company is one of the most important aspects, since their degree of adhesion, trust
and sense of belonging depends on it, which results in customer loyalty.

In this sense, it is essential that the company projects a positive image towards its
public and that they feel satisfied with what they receive, as well as with the
innovation, production and projection of the company. For this, communication must
be properly planned, never improvised.

To achieve the company's communication objectives, we must work meticulously with

each segment of the public, internal and external, because let us not forget that if we
have motivated employees, who have conveniently internalized the mission, vision and
business values and are committed to the company through effective, responsible and
productive performance, this attitude will be projected towards clients or external
audiences, generating a response

favorable on their part and a synergy that will allow the company to grow more and
more and acquire the desired recognition and positioning.
CORPORATE CULTURE

To reach out to the public, it is undoubtedly important that companies and everyone
who is part of them understand the concept of business culture.

The business culture is made up of the reference elements, given by the vision and
mission of the organization, which all employees must know, from the high levels of the
organizational structure (senior management) to employees at the operational level.

It facilitates the understanding of objectives, goals and the tasks carried out in the
organization at all levels.

Organizational culture is the way in which the members of a group or organization act,
which has its origin in a set of shared beliefs and values.

Kotter defines organizational culture as the “set of norms or ways of behavior that a
group of people has developed over the years.”

Culture provides a common frame of reference that allows us to have a more or less
homogeneous conception of reality, and therefore a similar pattern of behavior in
specific situations. Every organization has a corporate culture that identifies it.

Now, it is convenient to specify that in the company the important thing is to create a
culture that allows adaptation to the constant changes that globalization poses, one
cannot think of a rigid, closed business culture, since this attitude can lead to failure.
company.

Globalization, economic openness, competitiveness, are recent phenomena that

companies have to face. These new trends mean that organizations must reorient
themselves to survive satisfactorily over time. In this sense, they must be prepared to
experience social, economic and technological changes.

FUNCTIONS OF BUSINESS CULTURE

Business culture develops some important functions, such as:

Identification : guides all members of the organization about identity, purposes, goals,
values. It defines the personality of the company and the role that each component of
it occupies, this promotes self-awareness.

Integration: the integration function is evidenced through consensus among the

members of the organization, it promotes understanding and therefore acceptance and
collaboration, everyone has something in common that unites them within the
organization.
Coordination: allows the coordination of procedures in terms of application of
standards, values and work mechanisms, this allows greater security in the members of
the organization, freedom of action and decision.

Motivation: the organizational culture gives meaning to work, employees feel

comfortable and value the importance of the role they occupy within the organization,
they share values and in turn project them outside.

STRUCTURE OF BUSINESS COMMUNICATION

The structure of an organization can be represented in the form of a pyramid. The

upper levels represent senior management and the lower levels represent operational
employees. Taking this pyramid as a reference we can represent the levels of
communication: vertical (ascending and descending) and horizontal.

This pyramid is represented in the form of an inverted pyramid. In the inverted pyramid
we can present senior management as knowing everything that happens in the
organization and the worker only knows his functions. Given this situation,
communication channels are established in two directions (ascending and descending).

Horizontal communication is given between officials from the same area or

dependency, it is the most effective because it is less bureaucratic, it allows fluid and
constant communication, as well as order and efficiency in the mechanisms and work
results.

RECEIVERS OF BUSINESS COMMUNICATION

They are those people to whom the messages that originate in the company are
directed. Receivers can be located within the organization (internal) and outside the
organization (external).

The internal ones are those who are directly linked to it (management, employees,
board of directors, shareholders, consultants or external contractors, etc.).

External ones are those that have some relationship with the organization, either due
to their geographical location, the product offered or the service.

EFFECTIVE COMMUNICATION IN THE COMPANY:

Efficient business communication is one that is based on two basic scenarios:

The establishment of a good communication policy, it must identify the points of origin
of the communication that the company wants to develop, the quality standards in the
message that will be transmitted to both the internal and external public (sending the
communication). and excellent coordination of all the communication that the
organization sends, so that it arrives in a timely, precise and constant manner, and is
adapted to the needs of the public.

To establish effective communication in the company, it is necessary to identify the

elements related to the analysis of the communication problem, what the weaknesses
are, the shortcomings found in this sense, design communication strategies according
to the needs detected in the organization, establish plans to the convenient
implementation of these strategies, and evaluate the effectiveness of the
communication actions provided for in the plan.

In this sense, it is important to specify that this work must be carried out by a
communication professional, in order to guarantee the results expected by the
company in communication matters. In this process, the active participation of the
highest executives of the organization is essential, who must understand the
importance of communication management and provide all the support so that it is
carried out successfully, first internally and then towards the public. external.

Successful companies are those that give true importance to communications and the
information they disseminate both internally and externally, since they have
understood that they contribute to improving the communicative environment and the
work environment.

Through communication management that works efficiently, companies meet a series

of goals, such as: structuring, planning and distinguishing behavioral patterns for
internal and external audiences. It is in this context where information becomes a
feedback instrument for the evolution and control of the organization.

For the analysis and implementation of a type of communication management, it is

essential to first take into account the social, economic, fiscal, labor, etc. aspects that
make up the environment in which the company develops.

This circumstance conditions the business attitude towards communication and the
way in which it will be applied.

The dynamics and density of the communication flow are related to the free market,
where a complex economy is observed, and where success will depend on one's own
business capabilities, that is, its own competitiveness and its relationship with the
external public, in this case clients.

The true differentiation of companies is in COMMUNICATION. To do this, companies

must establish clear and realistic strategies, based on objectives.

These strategies must be planned and implemented jointly with the marketing area or
department.

Marketing involves: knowledge of the market and companies in similar fields. The
differentiation of the company or its added value; the offer, which must be sufficiently
competitive; the benefits, translated into results through sales. It also implies notoriety,
the company must project a positive image to achieve its positioning.

TYPES OF COMPANIES

To define a business communication plan, and the respective strategies, it is necessary

to understand that when we talk about companies there is sectoral and activity
diversity, a distinction by theme, structure, production and marketing processes, etc.

Basically there are three types:

Industrial product companies: small and medium-sized industries whose activity is the
production of products for subsequent commercialization.

Service companies: Small and medium-sized companies that offer various types of
services to individuals and other companies. This includes free professionals throw.

Commercial establishment companies: Small, medium or large companies with points

of sale to the public.

For each company the communication policy will be different:

- In his concept.
- In the form of development.
- In the possibilities it offers.
- In the application environment.
- In the techniques used.
- In the media through which it is transmitted.
- In the public.

-In the messages, their contents and their forms.

The company is a “Perceptive Globality of Image”, communication actions must be

oriented towards IMAGE AND SALES, efforts must be mutual, both concepts cannot be
separated.

Therefore, professional communication management is vital, and allows us to

guarantee optimal results for:

The company: on an economic and image level.

Clients and consumers: higher level of satisfaction and therefore loyalty.
The public that relates to the company on an external level: improvement of the
company's image and adaptation of its activity to its real needs.
Internal audiences: greater integration in the company, identification and therefore
productivity.
Achieving awareness among managers, as well as the permanent application of
communication at the business management level, and providing it with due attention,
budget and importance, requires the company to obtain:

Adaptability to the environment implies responding appropriately to markets, publics

and the current situation.

COMMUNICATION MANAGEMENT IN THE COMPANY

To establish strategic communication policies, it is necessary to consider:

1-What is our company?

2-What is your mission?
3-What is your vision?
4-Current situation in the market.
5-The image it projects.
6-The public with whom the company has contact.
7-Communication objectives: what image do we want to offer, for what?
8-Communication policies: will guide the fulfillment of objectives.
9-The actions or operations of our communication.
10-Expected results.

Let us remember that in any communication strategy, knowledge of the public is

important:

THE PUBLIC ARE ISSUERS:

- For interpersonal messages about the company.

- In responses to communication actions.

THE PUBLIC ARE MESSAGES:

- In the case of the internal public, it transmits the image of the company to the
outside world and to the organization's colleagues.

THE PUBLIC ARE RECEIVERS:

- Of the company's messages and actions in its communication plans and campaigns
(communication, public relations, marketing, advertising).
- Of the activity and productivity of the company.

Therefore it is important:

- Adapt messages to your profile, needs and expectations.

-Choose the optimal means to reach them.
-Develop better programming.
-Choose the most appropriate strategies.
-Set real objectives.
-Achieve greater effectiveness in communication.

The selection of audiences is made based on criteria that are based on the quantitative
and qualitative improvement of communication management in the company.
To determine the audiences involved in the communication strategy, it is necessary to
consider:

Definition of categories and profiles:

-Size.
-Relationship with the company.
-Importance for this one.
-Level of homogeneity.
-Mark the communication priorities of each group.

Analyze the access channels to each one:

-Media.

-Direct contact.

-Events.

-Publications.

-Marketing actions.

-Adaptation of the communication strategy to each group.

TYPES OF GROUPS TO CONSIDER IN THE COMPANY

External audiences : individuals, groups or organizations that are not part of the
company but have a level of real or potential relationship with it.

Messages that must be designed and transmitted to the external public: trust,
credibility, transparency, efficiency, social interest, support, service, quality, help,
attention...
Internal audiences: those who are part of the company and make up its structure in
the organizational chart.

-Messages that must be designed and transmitted to the internal public : trust,
cohesion, identification, belonging, transparency, integration...

Mixed audiences : individuals or groups that share both categories (an employee can
be a customer at the same time).

-Messages that must be designed and transmitted for the mixed audience : the
information is oriented according to each category, they receive the message as an
internal and external audience at the same time, the information coming from the
company, special messages can also be adapted for them in a way integrated to
achieve greater loyalty.

TO REMEMBER
- Business communication is the set of messages that an organization projects to a
specific audience, in order to make its mission and vision known, and establish empathy
between the organization and the specific audience.
- All companies, whether small, medium or large, must give value to communication
and have a communication system that allows them to develop actions to conveniently
satisfy the information needs of the internal and external public, according to their
respective characteristics.
- The perception that the recipients or public have of the company is one of the most
important aspects, since their degree of adhesion, trust and sense of belonging
depends on it, which results in customer loyalty.
- The business culture is made up of the reference elements, given by the vision and
mission of the organization, which all employees must know, from the high levels of the
organizational structure (senior management) to employees at the operational level.
- The true differentiation of companies is in COMMUNICATION. To do this, companies
must establish clear and realistic strategies, based on objectives.

1.3 Internal and external communication in the company: definition,

characteristics, importance, scope

It is communication specifically aimed at the internal public, the staff of a company, all
its members and arises from generating a participatory, harmonious and productive
environment.
The main axis of Internal Communication is to generate motivation for human
resources, to make staff organize and focus their work according to the ethical and
productive objectives of the company.
Likewise, it seeks to strengthen links between the different sectors and levels of
command, to generate a good work environment and respond to the expectations and
concerns that its members present.
INTERNAL COMMUNICATION

It is basically made up of two functions:

-Operational Function : which includes the generation of information.

-Stimulus Function: its purpose is to promote the protection, link and integration of the
members of the organization with whom it is operating.
Internal Communication plays a fundamental role in the transmission of values and
objectives within the organization.
By sharing these values and objectives, a motivated work team with a sense of
belonging to the organization will be achieved.

Good Internal Communication in the company will allow:

-Obtain consensus.
-Establish adaptation processes.
-Contribute to the establishment of shared values and norms.
-Collaborate in the improvement of corporate stress situations (due to mergers,
acquisitions, changes in the environment or crisis).
-Prevent conflicts.
-Build chains of trust.

ADVANTAGES OF INTERNAL COMMUNICATION

FOR THE ORGANIZATION: -Clarifies and increases discursive coherence.

-Encourage adherence to the company's point of view.
-Consolidates, encourages and ensures participation.
-Gather resources.
-Improves results.
-Facilitates a realistic policy on the part of management, so that they can make
decisions based on feedback.
-Informed personnel, therefore knowledgeable about the reality of the company.
-Reduction in the level of labor conflict.
-Disappearance of rumors and use of formal and informal channels, the latter to
promote pleasant environments.
-Increased participation and initiative.
-Staff integration.
-Higher level of responsibility.
-Savings and reduction of productive costs.

FOR THE PEOPLE:

-Sensitizes.
-Motivates.
-Create adhesion.
-Ensure correct information.
-Value listening.

Internal Communication has among its challenges: creating, developing and

maintaining a company culture.

For the internal communication flow to be dynamic, you need:

-Continuity in its application.
-Implementation at all levels of the organization chart.
-Awareness on the part of the staff of their need.

-Enhancement of communication quality.

-Adaptation of messages and supports.
-Analysis of the communication needs and internal communication status of the
company.

TYPES OF INTERNAL COMMUNICATION

Properly establishing communication flows within the company allows us to

understand its organizational structure and adapt the necessary tools for the
effectiveness of communication management.

There are two basic types of internal communication:

THE HORIZONTAL
THE VERTICAL (descending-ascending)

Downward vertical communication: occurs from the upper levels of the company to
the lower levels.

Managers and bosses give instructions and information about the organization's
policies and procedures (labor relationship, business culture and philosophy, company
reality). The staff knows their responsibilities and obligations in the company.

Upward vertical communication: occurs from the lower levels of the company to the
higher levels, based on a response from employees to a demand for information or on
the initiative of staff to propose or inform higher levels.

It involves formally channeling relationships with staff, encouraging the transmission of

problems, suggestions, opinions or difficulties.
Its meaning is support and not exploitation by higher levels.

Horizontal Communication: it is established between individuals who are at the same

hierarchical level, its advantage lies in the possibility of solving problems without
excessive bureaucracy.

-It represents an improvement in the aspects of production, functionality and

performance within the company.

-It must favor and stimulate: homogeneity of attitudes, the promotion of informal social
aspects, homogeneity in professional training.

There are two basic ways of developing internal communication:

-Formal Communication : defined by the hierarchical structure of the company, it is

controlled in a planned manner and specific tools are available. It focuses on
information related to the results of the assigned tasks and work activities.

-Informal Communication: it develops within interpersonal relationships. It is dynamic

and spontaneous, difficult to control, since it is established by the staff outside of any
labor rigidity.

The way it is given is established by the set of customs, habits, empathy and different
situations within daily activity.

Informal channels are fast in transmitting the message within a company.

It is essential to adequately define and develop the instruments of formal

communication, this allows less room for them to be replaced by informal ones.

One of the drawbacks is usually rumor within the company, when it does not formally
communicate the decisions or changes that have arisen.

Rumor is true or false information that does not take formal and recognized
dissemination circuits.

Rumor prevention is based on building trust and directing attention to official sources
of information.

Not only quality of information must be provided, but also the necessary and sufficient
quantity to satisfy the needs of the staff.

INTERNAL COMMUNICATION TOOLS

-Printed communication: magazines, brochures, newsletters, etc.

-Informative notes (disseminated by departments).
-Circulars.
-Letter to staff.
-Meetings
-Reception of suggestions (Ideas or suggestions mailbox, opinion surveys).
-Bulletin board.
-Intranet.
TO REMEMBER
- It is communication specifically aimed at the internal public, the staff of a company,
all its members and arises from generating a participatory, harmonious and productive
environment.
- Internal communication's main axis is to generate motivation for human resources, to
make staff organize and focus their work according to the ethical and productive
objectives of the company.
- Internal Communication has among its challenges: creating, developing and
maintaining a company culture.
- There are two basic ways of developing internal communication:
Formal Communication and Informal Communication.

EXTERNAL COMMUNICATION IN THE COMPANY

External Communication in the company essentially seeks to project a good image of

the organization and position it in society or in its environment of influence. Unlike
Internal Communication, it is a public-facing management approach that is linked to the
organization but from the outside.

Most companies and organizations give greater importance to the management of

External Communication, since efforts are focused on projecting a good image and
achieving positioning before the public. Although it is true that this aspect is extremely
important, the correct planning and management of Internal Communication is no less
important, since if our internal public is well informed and feels part of the
organization, that is, they share and experience its mission. , vision and values, it will be
able to be satisfactorily projected to the external public that is linked to the company,
whether as a client, consultant, supplier, etc., and this has a favorable multiplier effect.

Corporate social responsibility

External Communication gives great value to Corporate Social Responsibility (CSR)

actions, as well as to Sponsorship and Patronage activities, since they bring companies
closer to the community or population where they are located or where they operate,
to understand their reality and needs, to contribute with specific actions to the
economic and social development of the populations with whom they decide to work;
It also implies giving a return for the benefits received. This, in turn, allows them to
position themselves before society and acquire the image of a serious, reliable,
responsible company committed to its clients and citizens.

It is important to consider that Social Responsibility, Sponsorship and Patronage actions

have two basic orientations:

Positioning : Where we want to be at the image level. How we want our company to be
seen.
Notoriety : It is the amplification of positioning. Reach as many external audiences as
possible and obtain maximum knowledge of our company from them.

The basic criterion for establishing a communication action with external audiences,
according to their profile, is to consider the cost/benefit.

External audiences are represented by society in general, so special care must be given
to the communication strategy to be used. Here it is very important to consider the
types of audiences.
This communication reaches a certain mass, which can condition, decide and alter
business activity, therefore the message and actions must be thought out and
implemented strategically.

Sponsorship

It would be the communication activity that is part of the strategies of the

Communication, Public Relations and Marketing Department of the company. It is
financially supporting a company for advertising purposes. You are looking for
advertising exploitation of your financial participation in an event. Image benefits are
expected.

For the strategy of a Sponsorship program, it is necessary to consider:

The type of event : assess its importance and impact.

Temporal and geographical development : duration, date, place.

Financing: estimate of the amount to be disbursed for participation in the event.

Expected impact on public opinion : media involved and the coverage that will be
made of the event, personalities or social figures that will appear.

Potential audience: 2 levels, qualitative: based on their profile and consistent with the
company's objectives. Quantitative: quantity of public that will receive the event. Here
it is very important to consider the sponsor's message to the public.

Organizers: know about the experience and guarantee of the organizers, and if there is
other types of support from public or private entities.

In addition to analyzing the aforementioned points in detail, it is essential to estimate

the possible results, profitability and benefits for the company.
company, which can be translated into: image launch, image reinforcement, notoriety,
sales, acquiring prestige, social sense, among others.

Patronage

Business or institutional communication instrument that favors and reinforces the

image of the organization, both internally and externally, due to its clear social
meaning. Patronage is altruistic in its definition.
The company's financial contribution is for a specific program, which may be a cultural,
civic, humanitarian, educational, scientific initiative or event, etc.

Patronage values the image of the company, outside of commercial objectives, and
seeks recognition at the level of social work, of the organization.

Each company must seek its Patronage policy based on its specific environment,
conditioned by the target audiences and their possibilities of action.

Patronage can be applied in two ways:

Direct: the organization makes the contribution directly to the event based on its
established program.

Indirect: the contribution is made through an independent and specialized entity that
intermediates, for example, foundations.

EXTERNAL COMMUNICATION ACTIONS:

There are numerous actions that can be foreseen in the company's External
Communication Plan, to reach our clients or audiences, among them we mention:

Organization of various events and events: generate activities so that the external
public appreciates the company's actions and gets involved in some way.

For example: inaugurations, contests, raffles, visits to the company, open day, fairs and
exhibitions, conferences, events with the presence of company representatives, etc.

Institutional advertising : tool that uses conventional advertising technique, but not
oriented towards a direct commercial purpose.

It focuses on working on the positive image of the company and projecting it to the
public; its objective is to achieve a level of notoriety.
It is important to define very well the message of institutional advertising, the image to
be launched.

Advertising or dissemination of information : the information is related to the

company or institution, it does not imply financial outlay, therefore advertorials or paid
advertisements do not fall into this point.

Objectives: for the company to become known by various audiences. That it becomes
differentiated from the rest. That differentiation is associated with the idea of quality in
products and services.

Contact with the press media: news can be generated and transmitted through press
releases, press conferences, company newspapers or magazines, brochures in general.

Audiovisual supports: TV commercials, institutional or promotional videos. Permanent

presentation of the company's achievements or news through friendly information
formats that are of interest to the public.

CSR : which is measured by parameters that not only include obtaining economic
benefits, but also those aspects that appeal to the social, under the name of social
objectives or commitments.

The Social Balance: is a control and management instrument that helps the
businessman in his decision making and strategic orientations.

Its content includes the social improvements achieved internally and the commitments
fulfilled externally.

The materialization of the Social Balance is carried out in an express document or it can
form part of the company's Annual Report.

Annual Report : it is a document that contains all the achievements, programs and
projects developed by the company or organization during the year, the contents are
accompanied by photographs that illustrate the activities carried out. It may also
contain the company's projections for the next year of management that begins. The
Annual Report is a material of great value, since it is a way of recording the history of
the company, year after year, and its progress, it constitutes an excellent letter of
introduction to other companies, as well as to public authorities and private entities,
agencies, institutions and organizations in general.
TO REMEMBER:
- External Communication in the company essentially seeks to project a good image of
the organization, and position it in society or in its environment of influence.
- External audiences are represented by society in general, so special care must be
given to the communication strategy to be used.
- External Communication actions give great value to Social Responsibility. These
actions have two basic orientations: positioning and notoriety.
- Patronage: business or institutional communication instrument that favors and
reinforces the image of the organization, both internally and externally, due to its clear
social meaning.
- Sponsorship: is financially supporting a company for advertising purposes. You are
looking for advertising exploitation of your financial participation in an event. Image
benefits are expected.

1.4 EFFECTIVE COMMUNICATION FOR THE CUSTOMER: DEFINITION, IMPORTANCE,

SCOPE, TECHNIQUES AND STRATEGIES

The way companies communicate or contact customers defines their degree of loyalty,
and their interest in always remaining connected when their needs are satisfied in a
positive and efficient way.

Thinking about the customer today is thinking about a globalized world, where
technological development plays a predominant role and proposes new forms of
communication.
Therefore, we have to think about what the client is like, know how he receives or
assimilates the communication we offer, what experience our communication produces
for him.
If a consumer has a positive perception of our brand, the day they decide to buy a
product/service that we offer, it will be much easier to have their support and close the
sale.

WHAT IS A CUSTOMER

The client is the most important person for a company and this hierarchy must be
experienced by him; this definition cannot remain mere rhetoric.

The client is the person who lets us know their desires regarding products and services,
it is our job to guide them properly so that they and the company win, both obtaining
the desired benefit.

In general, consumers are exposed to an infinite and variety of advertising messages of

various kinds, which are offered to them through different media media. Anything goes
when it comes to attracting the attention of a consumer that is increasingly difficult to
reach, which is why it is very important to develop an adequate communication
strategy that responds to the company's advertising and marketing objectives.
In these times, the idea of only attracting customers and increasing the portfolio of
users or buyers is no longer valid; today, the main challenge for companies is to
maintain them. Therefore, customer loyalty consists of maintaining them of their own
free will, they have to feel the need to approach our brand and be loyal to us, this is
achieved by offering products and services with efficiency and quality, in a timely
manner, always making the values prevail. customer benefits; It also involves constant
innovation and knowing how to communicate what we do.

HOW TO BUILD CUSTOMER LOYALTY

Loyalty method: it is based on gaining the customer's trust, strengthening relationships

with them and rewarding them for their loyalty.

We will achieve customer trust through credibility, the image of our company and our
brands, the reliability of our products or services, transmitting security at all times,
behaving honestly in every contact, taking an interest in the customer and always
seeking mutual benefit.

Many times we are only focused on placing our products or services, and we forget to
make an effort to make that interpersonal communication with the client make a
difference.

When dealing with our clients it is very important to consider the following aspects:

Courtesy: kindness generates immediate benefits in interpersonal communication, the

client will always remember kind and gentle treatment, and will return for it.

Quick Service: the customer seeks to get what they want at the moment, it stresses
them knowing that they must wait longer than necessary to acquire what they are
looking for. It is important, in the shortest possible time, to respond to the wishes of
our clients.

Reliability: trust generates customer adhesion because they feel safe with what we
give them, in this way they become an apostle of our brand, speaking well of it
everywhere.

Personal attention: every client wants to be treated with the attention they deserve,
and according to their specific requirements, we must focus on it.

Well-trained staff: we must know very well what we are offering to the client, we must
be convinced in order to convince them, never show doubt in the answers we give to
our clients.
Sympathy: a smile, a friendly gesture, a cordial greeting make a difference, the client
will feel at home and comfortable in our company if we act in this way.

RULES TO BUILD CUSTOMER LOYALTY

Below we mention some rules to be taken into account by companies to retain and
build customer loyalty:

-Show concern for quality in customer service.

-Lead by example.
-Select the right people.
-Constantly train all staff.
-Place the Client in second place in the order of priorities.
-Seek new ideas from staff to improve contact with the Client.
-Concern about providing the best care.
-Not just selling products and services.
-Know how to listen to Clients.
-Correct errors.
-Give more than promised at all times.
- Be honest and transparent with Clients.
-Provide the same excellence in all areas of the company.

Companies that seek to be successful and stay that way over time cannot focus solely
on acquiring new customers. Just as important as this is to achieve the loyalty of
existing buyers or users. Companies interested only in acquiring new customers and not
in building loyalty are doomed to failure.

Customer loyalty is achieved by personalizing customer service. The client must

perceive a genuine interest on the part of the company in meeting their needs and
providing quality service. The best way to retain them is by knowing their needs and
trying to provide them with a solution even before they request it.

TO REMEMBER:
- The way companies communicate or contact the customer defines their degree of
loyalty, and their interest in always remaining linked when their needs are satisfied in a
positive and efficient way.
- Thinking about the customer today is thinking about a globalized world, where
technological development plays a predominant role and proposes new forms of
communication.
- Customer loyalty consists of maintaining them of their own free will; they have to
feel the need to approach our brand and be loyal to us.
- The client is the person who lets us know their desires regarding products and
services, it is our job to guide them properly so that they and the company win, both
obtaining the desired benefit.
- The client must perceive a genuine interest on the part of the company in meeting
their needs and providing quality service. The best way to retain them is by knowing
their needs and trying to provide them with a solution even before they request it.

Bibliography

- RAMÍREZ, T. (1995). Communication Cabinets . Barcelona, Spain, Publisher: Bosch.

- DEL POZO, L. M. (2007). Management of internal communication in organizations.
Business cases. University of Navarra, Pamplona, Spain, Publisher: EUNSA.
- ALVAREZ T., CABALLERO M. (1997). Image Sellers, the challenges of the new
communication offices. Barcelona, Spain, Publisher: Paidós.
- LACASA A. (2004). Business Communication Management . Spain, Publisher:
Ediciones Gestión 2000.