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Anuario De La Comunicación -Nuevas Perspectivas

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Anuario De La Comunicación -Nuevas Perspectivas JUNTA DIRECTIVA* EDITA COMITÉ EJECUTIVO Asociación de Directivos de Comunicación Presidente D. Borja Puig de la Bellacasa (Bassat Ogilvy Comunicación) DIRECCIÓN EDITORIAL Vicepresidente M. Rosa Canas Almeida D. Jaume Giró (Repsol YPF) Secretario General Rose-Marie Losier D. Gonzalo Garnica (CEOE) Tesorero D. Gregorio Panadero (Ferrovial) COORDINACIÓN DE FIRMAS Directora General Cristina García-Moya Senén Dña. Rose-Marie Losier VOCALES RESPONSABLE DE PUBLICIDAD Y DIRECTORIO D. Antonio Bolaño (Oficina de Comunicació de la Presidencia. Generalitat de Catalunya) Diana Arias Nuevo D. Julio Carlavilla (CITI) D. Sebastián Cebrián (Carrefour) D. Jesús Echevarría (Grupo Inditex) COLABORADORES Dña. Teresa García Cisneros Ana Belén Abella y Raquel Jiménez (Directorio) (Ketchum Seis Public Relations) D. José Luis González-Besada (Iberdrola) Enrique Collantes (Gráficos) D. Pablo Gonzalo Molina (Alcor Consultores) Dña. Dora Ibars (Generalitat Valenciana) Dña. Milagros Mateos (Cruz Roja Española) Dña. Marisa Navas (Telefónica) D. José Juan Pérez-Tabernero (Banesto) Dña. Eulalia Puig Colominas (La Caixa) DISEÑO Dña. Rosanna Rumschisky , Servicios Creativos y Comunicación, S.L. (Gómez-Acebo y Pombo Abogados) Dr. Luis Ángel Sanz de la Tajada (UCM) D. Manuel Sempere (RENFE) D. Patrici Tixis (Grupo Planeta) MAQUETACIÓN E IMPRESIÓN Dña. Eva Vicente (Ford España) Artes Gráficas Palermo, S.L. PRESIDENTE DE HONOR D. Antonio López Fernández PRESIDENTE FUNDADOR Ramón del Corral † * a 30 de abril de 2007 Asociación de Directivos de Comunicación Argensola, 30 4º Dcha. 28004 Madrid Tel.: 917 02 13 77 Fax: 917 02 13 78 [email protected] www.dircom.org 4 | AGRADECIMIENTOS | DIRCOM Anuario de la Comunicación 2007 Agradecimientos A nuestros patrocinadores y anunciantes, a los asociados, instituciones y profesionales por su inestimable y des- interesada colaboración. Al Grupo TNS; a las empresas de control y difusión de Audiencias AIMC/EGM, Información y Control de Publicaciones S.A; en especial a Ignasi Fernández, a Raquel Píriz y a Mónica Tevá; a Luisa Alli de Vocento y a María Obispo; a Patrici Tixis del Grupo Planeta e Isabel Andreu; a Ana Vaca de Osma de la Agencia EFE y Teresa Hurtado; a Isabel Jiménez de Europa Press Comunicación; a Eduardo Bendala del Grupo Recoletos; a Ángeles de Benito del Grupo PRISA; a Carmen Valera de Burson-Marsteller y a Mercedes Dávila; a Alfonso López-Tello de PwC; a Juan Pablo Portillo del Grupo Zeta; a María Martínez de la Fundación Santiago Rey Fernández-Latorre; a Elena Pérez de aea; a Palmira Díaz Manzanares de IAB-Spain; a Mª José Murillo de Red.es; a Raquel Losa de InfoAdex; a Laura Maure de Forética; a Roberto Velázquez de la FAD; a José Manuel Cerezo de la Fundación France Telecom y a Marta Alonso de la Representación en España de la Comisión Europea. A LAS FIRMAS PARTICIPANTES Comunicación e información: la organización y los medios Eduardo García Matilla. Presidente de Corporación Multimedia, S.A. Luisa Alli. Directora de Comunicación de Vocento. Comunicación comercial: la organización y sus clientes Fernando Valdés. Presidente de la Asociación Española de Anunciantes. Carlos Rubio. Director General de la AEAP. Carmen López García. Subdirectora General de Atención al Ciudadano. Ministerio de Sanidad y Consumo. Comunicación empresarial: la organización y su entorno Antonio López. Presidente del Instituto de Análisis de Intangibles y Presidente de Honor de Dircom. Comunicación institucional: la organización y las instituciones Francisco J. Paniagua Rojano. Director de Comunicación de la Federación Andaluza de Municipios y Provincias (FAMP) y Licenciado- Doctor en Periodismo. Antoni Riu. Subdirector General de Educación, Divulgación y Formación Vial. Dirección General de Tráfico. Nuevas perspectivas Luis Gallardo. Director Mundial de Comunicación y Gestión de Marca de Deloitte. Sejamothopo Motau. FPRISA. Presidente de Global Alliance for Public Relations and Communication Management. Margaretha Sjöberg. Directora Ejecutiva de la Asociación Sueca de RRPP y Presidenta de la CERP (Confederación Europea de RRPP). David Rockland. Socio Consultor de Ketchum Communications y Presidente de la Comisión de Evaluación y Medición del Institute for Public Relations (IPR). Lorea Larrabeitu. Retos tecnológicos: la organización y la innovación José Luis Orihuela. Profesor en la Facultad de Comunicación de la Universidad de Navarra, autor del blog ecuaderno.com y del libro “La revolución de los blogs” (La Esfera de los Libros, Madrid, 2006). Isabel Aguilera. Directora General Google España y Portugal. Factor humano y formación: la organización y su público interno Pascual Montañés. Profesor del Instituto de Empresa Business School. Ramón Ollé. Presidente de EPSON Europa. ÍNDICE GENERAL ANUARIO DE LA COMUNICACIÓN 2007 Nuevas Perspectivas 3 Patronato de Honor 4 Equipo de trabajo y agradecimientos PRÓLOGO 8 La creación de un espacio público europeo a través de la comunicación Margot Wallström Vicepresidenta de la Comisión Europea responsable para las Relaciones Institucionales y Estrategia de Comunicación PRESENTACIÓN 11 Nuevos entornos, nuevas perspectivas Borja Puig de la Bellacasa Presidente de la Asociación de Directivos de Comunicación 12 Comunicación e Información: la organización y los medios 149 Comunicación Comercial: la organización y sus clientes 165 Comunicación Empresarial: la organización y su entorno 187 NUEVAS PERSPECTIVAS 201 Comunicación Institucional: la organización y las instituciones 207 Retos Tecnológicos: la organización y la innovación 233 Factor Humano y Formación: la organización y su público interno 282 Índice de autores 283 Índice de anunciantes 8 | PRÓLOGO | DIRCOM Anuario de la Comunicación 2007 La creación de un espacio público europeo a través de la comunicación En el año 2007 celebramos el 50 aniversario de la Unión Europea. Este es ciosa”: las mujeres y los jóvenes. Además, la Comisión pretende promover el un buen momento para recordar todo lo que hemos logrado –juntos, tal desarrollo de Espacios Públicos Europeos que faciliten el acceso de los ciu- como indica nuestro logo conmemorativo– durante estas cinco décadas, y, dadanos a la información europea, organizar mesas redondas de debate con sobre todo, para reflexionar sobre la Europa que queremos para el futuro. la sociedad civil sobre las prioridades políticas europeas, y continuar explo- rando nuevas formas de participación a través de las nuevas tecnologías. Del monólogo al diálogo europeo-el Plan D de Democracia, Diálogo y Debemos trabajar para que los ciudadanos europeos puedan entender las Debate políticas europeas, y participar activamente en su definición. Los ciudada- nos han de tomar en sus manos el liderazgo del proyecto europeo, y definir Hace unos meses, los ciudadanos franceses y holandeses nos recordaron las condiciones en las que éste debe desarrollarse. Esto sólo puede ocurrir de manera bastante directa que el proyecto de integración europea no si hay una verdadera comunicación entre los ciudadanos y los responsables puede llevarse a cabo sin contar con un amplio respaldo de los ciudadanos. políticos. Ante la situación creada por los votos negativos en el proceso de ratificación de la Constitución Europea, los líderes europeos decidieron establecer un ¿Existe un espacio público europeo? período de reflexión. La Comisión quiso aprovechar esta circunstancia para tomar una iniciativa política destinada a aumentar la democracia, el diálogo y Europa no acaba de encontrar su lugar en el debate público, y a menudo se el debate en Europa, y lanzó hace poco más de un año su llamado Plan D. encuentra sin voz frente a los ataques originados en consideraciones políti- cas a corto plazo y la falta de información. La posibilidad de expresar el inte- El Plan D no es una operación a corto plazo: es una iniciativa europea políti- rés común europeo sigue siendo muy limitada, y esto es un problema para ca de gran calado destinada a cambiar la mentalidad de los actores políticos el pluralismo y la democracia, y, por supuesto, para nuestro proyecto europeos, poniendo al ciudadano en el centro de la toma de decisiones. Es común. mi firme convicción que cualquier visión sobre el futuro de Europa debe basarse en una visión clara de las necesidades y las expectativas de los ciu- En 2006 la Comisión publicó un Libro Blanco en el que describía su visión dadanos. sobre su política de comunicación. En él, la Comisión proponía acciones concretas para establecer unos principios comunes de comunicación euro- Durante un año, el impulso político del Plan D ha contribuido a revitalizar el pea (y establecer unos mecanismos de colaboración entre los diferentes debate europeo. Se ha podido detectar un interés genuino en debatir los actores), dar la voz a los ciudadanos y conocer mejor la opinión pública desafíos a los que se enfrenta Europa y la respuesta que la Unión debe dar a europea, y reforzar la colaboración con los medios de comunicación. los mismos. Pero la intensidad de este debate ha variado mucho de una región a otra de Europa, y hemos de continuar con nuestros esfuerzos. Este Libro Blanco se ha sometido a debate durante todo el año pasado, y Durante el año 2007, debemos centrar nuestro trabajo en la “mayoría silen- uno de los principales mensajes que se desprenden de las discusiones es El Plan D no es una operación a corto plazo: es una iniciativa europea política de gran calado destinada a cambiar la mentalidad de los actores políticos europeos, poniendo al ciudadano en el centro de la toma de decisiones. Margot Wallström Vicepresidenta de la Comisión
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