Las pymes y la función de la comunicación

Abstract

The complexity of the present markets and the dynamics of the changes define a scenario for Small Companies
in which the communication function is constituted in a key roll, defining specific challenging variables for communication professionals, whose management is impregnated by the complexity and the capacity to manage in a planned and
methodological way, generating a competitive advantage, in a dynamic and changing frame which is characteristic of
this organizational structure. In this context Small Companies are begun to raise like possible promoters of industrial
production of both products and services, and at the same time they are constituted in an interesting option for public relations professionals specialization, that have the tools needed to help them to recover their identity, to revalue its corporate culture as it bases of the innovation and to contribute from the management of communication to the generation
of added value.