{"id":10699,"date":"2025-10-21T08:00:00","date_gmt":"2025-10-21T06:00:00","guid":{"rendered":"https:\/\/sintesi.cat\/lo-urgente-y-lo-importante\/"},"modified":"2025-10-17T11:06:10","modified_gmt":"2025-10-17T09:06:10","slug":"lo-urgente-y-lo-importante","status":"publish","type":"post","link":"https:\/\/sintesi.cat\/es\/lo-urgente-y-lo-importante\/","title":{"rendered":"Lo urgente y lo importante"},"content":{"rendered":"

Entiendo que la mayor\u00eda de profesionales del sector habremos dedicado algo de tiempo estas \u00faltimas semanas a analizar con detenimiento los resultados del \u00faltimo estudio de Dircom, Asociaci\u00f3n de Directivos de Comunicaci\u00f3n<\/a> sobre el estado de la comunicaci\u00f3n en Espa\u00f1a. As\u00ed lo entiendo habida cuenta de las numerosas reflexiones publicadas en torno al mismo. Reflexiones que, a mi juicio, evidencian que, pese a los avances conseguidos, debemos seguir trabajando para consolidar definitivamente el posicionamiento de la comunicaci\u00f3n como elemento estrat\u00e9gico de cualquier organizaci\u00f3n.<\/p>\n\n\n

Bravo por ese 54,4 % de directivos de Comunicaci\u00f3n que reportan directamente al CEO, y dos veces bravo por ese 32,3 % de directivos que se confirma que ya participan en el Comit\u00e9 Ejecutivo. El estudio habla de \u201cuna evoluci\u00f3n global sutil en la influencia del dircom en los \u00faltimos a\u00f1os, puesto que va dejando de reportar directamente al CEO (influencia consultiva), para pasar a formar parte de la toma de decisiones en el Comit\u00e9 Ejecutivo (influencia ejecutiva)\u201d. Ese es el camino, porque al incluir la comunicaci\u00f3n en la toma de decisiones se potencia la estrategia necesaria para alcanzar los objetivos corporativos. <\/p>\n\n\n

Por eso, debemos tambi\u00e9n seguir trabajando para superar la brecha entre lo urgente y lo importante sobre la que advierten los resultados del estudio: la mayor\u00eda de profesionales dedicamos a\u00fan hoy m\u00e1s tiempo a lo urgente (comunicaci\u00f3n online, redes sociales, relaci\u00f3n con los medios) que a lo importante (estrategia, coordinaci\u00f3n de la funci\u00f3n de comunicaci\u00f3n, marca, reputaci\u00f3n).<\/p>\n\n\n

Y la comunicaci\u00f3n es estrategia. Porque comunicar sin estrategia es como tener una br\u00fajula en tus manos, pero sin rumbo fijado.<\/p>\n","protected":false},"excerpt":{"rendered":"

Entiendo que la mayor\u00eda de profesionales del sector habremos dedicado algo de tiempo estas \u00faltimas semanas a analizar con detenimiento los resultados del \u00faltimo estudio de Dircom, Asociaci\u00f3n de Directivos de Comunicaci\u00f3n sobre el estado de la comunicaci\u00f3n en Espa\u00f1a. As\u00ed lo entiendo habida cuenta de las numerosas reflexiones publicadas en torno al mismo. Reflexiones […]<\/p>\n","protected":false},"author":13,"featured_media":10695,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[873,20,14],"tags":[529,865,1005],"class_list":["post-10699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-es","category-comunicacion","category-general-es","tag-comunicacion-es","tag-dircom-es-2","tag-estado-de-la-comunicacion"],"acf":[],"yoast_head":"\nLo urgente y lo importante - S\u00edntesi<\/title>\n<meta name=\"description\" content=\"La comunicaci\u00f3n siempre debe ser estrategia. 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