{"id":173,"date":"2020-02-10T00:15:04","date_gmt":"2020-02-10T00:15:04","guid":{"rendered":"https:\/\/manejodecrisis.cl\/?p=173"},"modified":"2023-08-11T15:45:37","modified_gmt":"2023-08-11T15:45:37","slug":"comunicacion-en-crisis","status":"publish","type":"post","link":"https:\/\/manejodecrisis.cl\/?p=173","title":{"rendered":"Comunicaci\u00f3n en Crisis"},"content":{"rendered":"\n<p>La comunicaci\u00f3n en crisis es uno de los elementos esenciales en la estrategia de gesti\u00f3n de cualquier organizaci\u00f3n. En s\u00ed se trata de asumir de manera r\u00e1pida y eficaz las operaciones de comunicaci\u00f3n que contribuyan a reducir o a eliminar los efectos que una crisis puede provocar a la imagen y la reputaci\u00f3n (Campillo, 2016). En este sentido se sostiene que en la medida que se gestione una buena comunicaci\u00f3n en una crisis, esta puede generar popularidad y por ende posicionar mejor a una empresa, pero tambi\u00e9n puede provocar el efecto contrario, es decir, terminar por sepultar a una organizaci\u00f3n. En s\u00edntesis, la comunicaci\u00f3n es uno de los componentes fundamentales en la gesti\u00f3n de crisis.<\/p>\n\n\n\n<p>Para enfrentar una Crisis, cualquiera sea su origen, la comunicaci\u00f3n debe ser asumida como parte de una planeaci\u00f3n que permita su r\u00e1pida respuesta y resoluci\u00f3n. Por tanto, la respuesta de la organizaci\u00f3n a una situaci\u00f3n de crisis debe estar bajo los lineamientos de la Comunicaci\u00f3n Estrat\u00e9gica de la organizaci\u00f3n, esto es, haciendo prevalecer los valores y principios que destacan a la organizaci\u00f3n hacia su estado deseado (misi\u00f3n y visi\u00f3n). <\/p>\n\n\n\n<p>Al enfrentar escenarios de\ncrisis se producen dos tipos de comunicaciones efectivas que pueden responder a\nlas necesidades del momento y cada cual tiene sus ventajas y desventajas.&nbsp; <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Comunicaci\u00f3n Reactiva:<\/strong> aquella comunicaci\u00f3n que\nse transmite de forma casi inmediata a consecuencia de los efectos de la\ncrisis. Una comunicaci\u00f3n reactiva puede ser beneficiosa para enfrentar la\ncrisis, en la medida que se disponga de informaci\u00f3n apropiada para afrontarla.\nSin embargo, si no se dispone del m\u00ednimo de informaci\u00f3n apropiada, puede\ngenerar una escalada de la crisis. <\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Comunicaci\u00f3n Proactiva: <\/strong>por su parte este tipo de\ncomunicaci\u00f3n, que parece ser la m\u00e1s apropiada, busca siempre responder a los\nmedios a objeto de controlar la escalada y evitar el rumor. Por ejemplo, mencionar\nen los medios <strong>\u201c\u2026eso es informaci\u00f3n\nreservada\u2026\u201d<\/strong> a decir <strong>\u201c\u2026de momento no\nes posible entregar esa informaci\u00f3n porque afectar\u00eda la investigaci\u00f3n\u2026\u201d<\/strong>,\npuede tener un impacto diferente en la audiencia en la recepci\u00f3n de la\ncomunicaci\u00f3n, dado que la primera respuesta abrir\u00eda el flanco sobre el\nocultamiento de la informaci\u00f3n y por lo tanto se estar\u00eda aseverando el origen\nde la crisis.<\/li><\/ul>\n\n\n\n<p>Dentro de la comunicaci\u00f3n proactiva se debe considerar siempre responder a los medios, atender a los afectados e informar a los p\u00fablicos internos y externos. <\/p>\n\n\n\n<p>Si le ha gustado este art\u00edculo, comp\u00e1rtalo. <\/p>\n\n\n\n<p class=\"has-text-align-center\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La comunicaci\u00f3n en crisis es uno de los elementos esenciales en la estrategia de gesti\u00f3n de cualquier organizaci\u00f3n. En s\u00ed se trata de asumir de manera r\u00e1pida y eficaz las operaciones de comunicaci\u00f3n que contribuyan a reducir o a eliminar los efectos que una crisis puede provocar a la imagen y la reputaci\u00f3n (Campillo, 2016). [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":224,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5],"tags":[8,6,7],"class_list":["post-173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion","tag-comunicacion","tag-crisis","tag-gestion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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