Comunicar dentro para comunicar fuera cómo convertir a los colaboradores en prescriptores de la marca

Abstract

Companies are increasingly aware that their internal audiences are their main prescribers and that we must listen to them to make the organization’s objectives their own. Workers can be the most loyal ambassadors of the brand if the company knows how to turn them into protagonists. Internal communication emerges as the instrument by which conversations must be activated between the company and the workers that become collaborators. This kind of communication must stop being vertical, unidirectional and descending to become ascending and bidirectional. This study makes a bibliographic review about internal communication in companies. It also analyzes the kind of communication that Valencian regional broadcasting named Canal 9 TV had and applies a cross-sectional methodology with a success story, such as Consum, that places people at the center of the production process. This research proposes a multidirectional reflection, a strategic plan that could serve as a reference in general for any company and in particular to the new Valencian regional broadcasting named À punt. Companies where workers must be considered as their facts’ main key to turn them into the new best brand prescribers.