El desafío de la comunicación interna en las organizaciones

Abstract

This article considers the main challenges presented by Internal Communication in modern organizations
and the increasing relevance of Public Relations in their planning and management. Internal communication is core not
only to generate but to strengthen and to introduce changes in corporate culture and repels directly in global corporate
communications. To consider the profile of employees, the own surroundings of the company and its sector, and the
social, political and economic issues that influence in external way are fundamental for the elaboration of effective Plans of internal communication. The organizations are economic and social systems with particular and unique characteristics and
consequently demand languages, messages and specific communication channels designed as a result of investigation and
not for the application of experiences that have been successful in other organizations. In addition, is core to take care of the
global corporative message of the company in order to plan the internal communication. This integrated vision facilitates
the construction of a coherent internal image that corresponds with the image perceived by the external public.