DirComm (Communication Director)
The Communication Director, also known as Dircom, is a professional whose mission is to establish the conception, planning and management of any type of entrusted communication activity that affects the public image of your organization or its own internal functioning according to the indications and strategies of the marketing department2 on whom it depends in most of the efficient companies and institutions in this field. It carries out its activity both in bodies and institutions belonging to the public sector and in private companies and organizations.
Edward Bernays (1891-1995)
"Discovering at what points the interests of our clients coincide with those of society, is the function of public relations."
If you can influence leaders, with or without their conscious collaboration, you automatically influence the group that follows them.
Joan Costa (1926)
The DirComm, a global strategist, with a holistic perspective, the one that contributes to the integration of processes and the one that shows that communication is the strategic axis of an organization, Costa says about DirComm.
DirComm Profite
In order to carry out his functions properly, the Communication Director must have: Wide proven experience in positions of responsibility. University training, preferably Graduates in Market Research and Techniques (pre Bologna) or Graduates in Market Research and Marketing (post Bologna) if the company, institution or body wishes to communicate by creating trends, opinions, brand image, corporate image, etc. Either Graduates or Graduates in Journalism, if an objective, neutral communication typical of journalism is desired. Understand the importance of the modern communication department within the marketing plan and have the ability to achieve the communication objectives specified by the marketing department.
The desired competencies for this profile and specific to Marketing Graduates and Graduates are the following: Mathematical and statistical skills at a high level. Human resource management capacity. Capacity to evaluate the profitability of projects. Critical and analytical skills in market research. Strategic direction, Extensive knowledge of economics. Knowledge of languages. Leadership and creativity skills. Extensive knowledge in the theories of information and communication. Knowledge in the design of communication strategies. Knowledge in the techniques of design and development of digital supports such as blogs and web pages, among others. Characterized by the predisposition to work in multidisciplinary teams.
Guillermo Bosozki
It uses a work model in research and strategic consulting based on the principle of collaborative intelligence, involving the internal and external public of the organizations.
The Communication Director has to coordinate, integrate, give coherence, design, manage and take initiatives in communication strategies, as well as execute them through specific action plans to provide solutions to the communication needs specified jointly with the rest of the Marketing variables in the operational marketing plan made by the marketing manager. Which, in turn, must provide solutions aligned with the strategic marketing plan that the marketing director will design in accordance with the general direction. In the same way, in some organizations the communication director has to manage the internal communication entrusted to him by human resources, the entities in charge of risk prevention or any other department that may have the need to communicate internally to the organization. This will depend on the organizational structure of the company or organization.
External communication will be entrusted to you by the marketing management. The marketing department will establish the communication mix in an integrated manner with other marketing variables, such as the definition of the concept of the product-service-relationship that the company or organization will offer, the price or consideration that the interested parties must support and the way in the one that will be distributed or sent to you.
The communication tools are the sales force, advertising, publicity, public relations (sponsorship, patronage, relationship with the media, etc.), social networks, sales promotion, direct marketing, etc. However, one of the requirements of the 21st century communication director is his ability to measure the quality and results of his management, so that he can demonstrate the added value of communicational management, which leads him to master different collection techniques of data, as well as to generate indicators that reflect the quality of the communication process in the organization.
The main characteristics desired for the profile of the Director of Communication are:
1) When it comes to objective communications without the desire to influence: the ability to analyze, to contrast information, to communicate objectively without influencing their personal opinions and without language that encourages biasing the reader's opinion, critical and self-critical capacity and desire to serve society by offering objective and unbiased information.
2) When it comes to communications with the objective of creating trends, influencing public opinion, transmitting or creating an image of a company, organization or brand, what amounts to marketing communication: the most important thing is that they have solid knowledge of integral marketing (Graduates or Graduates in Market Research and Techniques for management positions and Higher Technicians in Marketing and Advertising for more operational actions), who are recognized knowledge of economics, market research, strategic management, management communication, etc.