Paradigm Shift: From Total Communication Control to a Dynamic, Open and Interactive Conversation With Stakeholders - Ecosistema de conocimiento de Corporate Excellence
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Communication

Insights March 2015

Paradigm Shift: From Total Communication Control to a Dynamic, Open and Interactive Conversation With Stakeholders

Communication is undergoing drastic changes, and professionals have to adapt to them. In view of this context, one may refer to the ideas of Charles Darwin, who said that those who adapt to changes will survive, while those who lead these changes will dominate.

The communication paradigm is currently shifting from the state where professionals held the monopoly over the discourse and unilaterally chose the content, the audience and the channel. Communication profession and practice has evolved from total control to a dynamic, open and interactive conversation. Today, talking to one’s stakeholders is not an optional task – the entire organization should approach its stakeholders and create better relations through “personification” of brands.

This document was developed by Corporate Excellence - Centre for Reputation Leadership and among other sources contains references to the statements of José María Palomares, former VP Communication, Public Affairs & CR ING Bank Spain and Portugal, Txema Valenzuela, Communication and Advertizing Manager at Movistar TV and Carlota Gómez, Head of Communications Bayer Spain and Portugal, made during the workshop titled Trends in Corporate Communication 2014. Darwin in Communication: adaptation as a way to success. The workshop was held at BBVA Innovation Centre, in July 2014.