{"id":10287,"date":"2024-10-31T12:27:06","date_gmt":"2024-10-31T11:27:06","guid":{"rendered":"https:\/\/lfchannel.com\/?p=10287"},"modified":"2024-10-31T12:27:23","modified_gmt":"2024-10-31T11:27:23","slug":"la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador","status":"publish","type":"post","link":"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/","title":{"rendered":"La import\u00e0ncia d&#8217;adaptar la comunicaci\u00f3 corporativa al context local: el cas d&#8217;Espanya i l&#8217;Equador"},"content":{"rendered":"<p>Actualitzar-se, renovar-se <strong>i adaptar-se a diferents contextos<\/strong> \u00e9s vital perqu\u00e8 les <strong>marques siguin rellevants<\/strong> per a tots els clients i p\u00fablics estrat\u00e8gics amb els quals interactuen. Les empreses han d&#8217;analitzar i definir molt b\u00e9 la forma en la qual es comunicaran i com connectaran correctament amb les seves audi\u00e8ncies locals.<\/p>\n<p>L&#8217;\u00e0mbit de la comunicaci\u00f3 corporativa i les relacions p\u00fabliques es maneja d\u2019una manera molt diferente en cada pa\u00eds, i fins i tot pot arribar a canviar molt entre ciutats o regions. En aquest apartat ens centrarem en les <strong>similituds i difer\u00e8ncies a l&#8217;hora de comunicar tant a Espanya com a l&#8217;Equador.<\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Diferencies_a_lhora_de_comunicar\" >Difer\u00e8ncies a l&#8217;hora de comunicar<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Relacions_amb_els_mitjans_de_comunicacio\" >Relacions amb els mitjans de comunicaci\u00f3<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Gestio_de_crisi\" >Gesti\u00f3 de crisi<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Similituds_a_lhora_de_comunicar\" >Similituds a l&#8217;hora de comunicar<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Mantenir_bones_relacions_personals\" >Mantenir bones relacions personals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Adaptacio_cultural\" >Adaptaci\u00f3 cultural<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lfchannel.com\/ca\/la-importancia-adaptar-la-comunicacio-corporativa-al-context-local-espanya-i-equador\/#Tendencia_a_la_sostenibilitat\" >Tend\u00e8ncia a la sostenibilitat<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Diferencies_a_lhora_de_comunicar\"><\/span>Difer\u00e8ncies a l&#8217;hora de comunicar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>L&#8217;estil de comunicaci\u00f3 constitueix una de les principals difer\u00e8ncies entre Espanya i l&#8217;Equador. Principalment perqu\u00e8 a <strong>Espanya<\/strong> hi ha una tend\u00e8ncia a ser m\u00e9s directes, frontals i expl\u00edcits a l&#8217;hora de proposar <strong>idees, missatges o brindar un feedback<\/strong>. Les persones espanyoles valoren molt la transpar\u00e8ncia i prefereixen anar al gra.<\/p>\n<p>D&#8217;altra banda, a <strong>l&#8217;Equador,<\/strong> la <strong>comunicaci\u00f3<\/strong> sol ser <strong>m\u00e9s indirecta i diplom\u00e0tica.<\/strong> Es busca suavitzar els missatges i el to de la veu, especialment davant de moments cr\u00edtics, per a evitar generar malentesos i possibles confrontacions. Es tendeix a tenir m\u00e9s cura en l&#8217;\u00fas del llenguatge per a mantenir l&#8217;harmonia entre qui comunica i qui rep el missatge.<\/p>\n<p>En aquest sentit, la psic\u00f2loga Mercedes Valladares explica m\u00e9s sobre les maneres de comunicar-se amb exemples i aclariments en el seu<strong> <a href=\"https:\/\/mercedesvalladares.com\/por-que-los-latinoamericanos-piensan-que-los-espanoles-tienen-un-estilo-de-comunicacion-directo\/\" target=\"_blank\" rel=\"noopener\">lloc web<\/a><\/strong>. Per aix\u00f2 \u00e9s clau que els professionals de la comunicaci\u00f3 gestionin molt b\u00e9 el to i la manera d&#8217;expressar-se considerant sempre en a qui i com ens dirigirem.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Relacions_amb_els_mitjans_de_comunicacio\"><\/span>Relacions amb els mitjans de comunicaci\u00f3<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A <strong>Espanya<\/strong>, existeix una gran varietat <strong>de mitjans de comunicaci\u00f3<\/strong>, estan molt m\u00e9s segmentats en n\u00ednxols concrets. Aix\u00f2 fa que la gesti\u00f3 de les relacions p\u00fabliques sigui m\u00e9s especialitzada. Cal destacar que, en el panorama espanyol, els <strong>mitjans de comunicaci\u00f3<\/strong> <strong>online<\/strong> <strong>tenen una gran penetraci\u00f3<\/strong> que est\u00e0 en al\u00e7a, i els departaments de comunicaci\u00f3 dediquen gran part dels seus esfor\u00e7os a la <strong>gesti\u00f3 de la reputaci\u00f3 en xarxes socials<\/strong> i mitjans digitals.<\/p>\n<p>A <strong>l&#8217;Equador,<\/strong> al ser un territori m\u00e9s petit, tendeix a tenir m\u00e9s mitjans generalistes i una menor part de premsa especialitzada. Els <strong>mitjans tradicionals encara mantenen una prefer\u00e8ncia entre els consumidors<\/strong>, sobretot fora de les grans ciutats. Aix\u00f2 va a la part de la creixent tend\u00e8ncia dels mitjans a impulsar els seus canals de comunicaci\u00f3 digital. Les relacions p\u00fabliques en aquest context han de manejar un enfocament h\u00edbrid, atenent tant els periodistes de premsa, r\u00e0dio i televisi\u00f3, com als <strong>portals de not\u00edcies online que a poc a poc van cobrant major rellev\u00e0ncia entre la societat.<\/strong><\/p>\n<p>A m\u00e9s, a l&#8217;hora de compartir not\u00edcies amb mitjans de comunicaci\u00f3, Espanya va a l&#8217;avantguarda amb <strong>plataformes digitals especialitzades<\/strong> que permeten agilitzar la gesti\u00f3 de PR, i <strong>monitorar l&#8217;enviament de not\u00edcies amb m\u00e8triques rellevants<\/strong>. D&#8217;altra banda, a l&#8217;Equador fa falta un major \u00fas d&#8217;eines digitals per a fer seguiment de les not\u00edcies.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Gestio_de_crisi\"><\/span>Gesti\u00f3 de crisi<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A Espanya, la gesti\u00f3 de crisi tendeix a ser m\u00e9s <strong>estructurada i amb un major protocol.<\/strong> Aix\u00f2 es dona perqu\u00e8 les organitzacions solen tenir manuals de crisis establerts i en molts casos ja avan\u00e7ats, amb un equip de comunicaci\u00f3 o un<a href=\"https:\/\/lfchannel.com\/ca\/com-aporto-valor-a-la-meva-marca-amb-un-gabinet-de-relacions-publiques\" target=\"_blank\" rel=\"noopener\"><strong> gabinet de relacions p\u00fabliques<\/strong><\/a>, preparat per a actuar r\u00e0pidament i minimitzar els impactes en la seva imatge i reputaci\u00f3. El comptar amb portaveus pr\u00e8viament entrenats i una <strong>gesti\u00f3 digital<\/strong> de les crisis s\u00f3n pr\u00e0ctiques comunes en gran quantitat d&#8217;empreses.<\/p>\n<p><strong>D&#8217;altra banda<\/strong> a l&#8217;Ecuador, la gesti\u00f3 de crisi pot ser m\u00e9s <strong>reactiva<\/strong> que preventiva, en part a causa de la falta d&#8217;estructures formals en algunes organitzacions. Es requereix encara fer un treball mancomunat per a estar alertes davant de fets cr\u00edtics. No obstant, aix\u00f2 a poc a poc est\u00e0 canviant i ja s\u00f3n algunes empreses les que estan realitzant accions preventives. Certes empreses solen rec\u00f3rrer a aliances estrat\u00e8giques amb mitjans de comunicaci\u00f3 i l\u00edders d&#8217;opini\u00f3 per a intentar gestionar la percepci\u00f3 p\u00fablica en la seva crisi.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10282\" src=\"https:\/\/lfchannel.com\/wp-content\/uploads\/2024\/10\/diferencias_a_la_hora_de_comunicar_relaciones_publicas.jpg\" alt=\"Diferencies a l'hora de comunicar a les relacions p\u00fabliques\" width=\"520\" height=\"346\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Similituds_a_lhora_de_comunicar\"><\/span>Similituds a l&#8217;hora de comunicar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Al analitzar el tipus de comunicaci\u00f3 que es duu a terme a Espanya i a l&#8217;Equador, aquestes s\u00f3n les principals similituds detectades:<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mantenir_bones_relacions_personals\"><\/span>Mantenir bones relacions personals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Les <strong>relacions personals i el networking s\u00f3n aspectes essencials per a una comunicaci\u00f3 efectiva<\/strong> en l&#8217;\u00e0mbit corporatiu. La confian\u00e7a m\u00fatua i les connexions personals solen ser clau per a tancar acords, formar aliances estrat\u00e8giques o gestionar crisis de manera reeixida. A m\u00e9s, l&#8217;establiment de s\u00f2lids vincles amb els grups d&#8217;inter\u00e8s, els mitjans de comunicaci\u00f3, els l\u00edders d&#8217;opini\u00f3 i els socis estrat\u00e8gics donen un significat a la informaci\u00f3 i ajuden a promoure recursos per a la seva difusi\u00f3.<\/p>\n<p>Aquest enfocament en la <strong>comunicaci\u00f3 humana<\/strong> mostra la import\u00e0ncia de generar l&#8217;entorn de confian\u00e7a, el qual a llarg termini pot millorar la reputaci\u00f3 i la imatge de l&#8217;empresa.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Adaptacio_cultural\"><\/span>Adaptaci\u00f3 cultural<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En tots dos pa\u00efsos, les empreses que tenen \u00e8xit s\u00f3n aquelles que aconsegueixen <strong>adaptar els seus missatges i estrat\u00e8gies a les particularitats culturals del p\u00fablic objectiu<\/strong>. Aix\u00f2 inclou l&#8217;\u00fas de llenguatge local, la preocupaci\u00f3 per festivitats i tradicions i l&#8217;atenci\u00f3 a uns certs valors culturals. A m\u00e9s, un no li ha d&#8217;oblidar que \u00e9s necessari segmentar l&#8217;audi\u00e8ncia i adaptar el missatge cap a a qui es dirigeix.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Tendencia_a_la_sostenibilitat\"><\/span>Tend\u00e8ncia a la sostenibilitat<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Avui dia, les empreses estan m\u00e9s compromeses que mai amb impulsar la sostenibilitat i les pol\u00edtiques ESG (ambientals, socials i de governan\u00e7a) com a part integral de la seva estrat\u00e8gia empresarial. <strong><a href=\"https:\/\/lfchannel.com\/ca\/principals-tendencies-comunicatives-de-sostenibilitat-empresarial-2024\" target=\"_blank\" rel=\"noopener\">Comunicar de manera adequada la gesti\u00f3 sostenible<\/a><\/strong> \u00e9s fonamental per a implementar estrat\u00e8gies d&#8217;alt impacte.<\/p>\n<p>Aix\u00ed mateix, \u00e9s important destacar que tant els consumidors com els stakeholders s\u00f3n cada vegada m\u00e9s exigents, i prefereixen <strong>empreses que demostrin un comportament \u00e8tic i responsable<\/strong>. Aix\u00f2 influeix directament en les seves decisions de compra, inversi\u00f3 o consum, per la qual cosa les empreses han d&#8217;assegurar-se de comunicar clarament les seves accions en sostenibilitat, mostrant resultats tangibles i un comprom\u00eds real amb l&#8217;aspecte social, ambiental i econ\u00f2mic.<\/p>\n<p>Recorda que en<strong> <a href=\"https:\/\/lfchannel.com\/ca\/serveis\" target=\"_blank\" rel=\"noopener\">LF Channel<\/a> <\/strong>tenim professionals diversos i capacitats per a adaptar la teva estrat\u00e8gia i objectius, aconseguint resultats d&#8217;alt impacte. Contacta&#8217;ns!<\/p>\n<p><a href=\"mailto:rcondor@lfchannel.com\" target=\"_blank\" rel=\"noopener\">Richard Condor<\/a><br \/>\n<strong>PR Account Executive<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Actualitzar-se, renovar-se i adaptar-se a diferents contextos \u00e9s vital perqu\u00e8 les marques siguin rellevants per a tots els clients i p\u00fablics estrat\u00e8gics amb els quals interactuen. Les empreses han d&#8217;analitzar i definir molt b\u00e9 la forma en la qual es comunicaran i com connectaran correctament amb les seves audi\u00e8ncies locals. L&#8217;\u00e0mbit de la comunicaci\u00f3 corporativa [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":10278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[67],"tags":[],"class_list":["post-10287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendencies_comunicacio"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.9 - aioseo.com -->\n\t<meta name=\"description\" content=\"Actualitzar-se i adaptar-se a contextos locals \u00e9s vital perqu\u00e8 les marques siguin rellevants. 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