Perception of the corporate communication role in the traditional sectors

Abstract

The purpose of this research is to gain knowledge on the perception about the corporate communication role in the traditional sectors, coming from its own departmental structure and considering its communication manager profile. After a deep analysis on the theoretical corporate pillars and the casuistry of these traditional sectors (clusters of agricultural engineering, footwear, ceramics, lighting, toys, furniture and textile), it is developed a qualitative methodology with the collaboration of professionals from these sectors, representatives of the sectorial associations and professionals of communication in the comunidad valenciana. The principal conclusion obtained during the research is that the studied sectors do not know and, therefore, do not trust the possibilities of a strategic role of communication inside their organizations. They reject the idea that the corporate image, correctly managed, is a strategic asset in service for any organization, prevailing over the short term vision and the commercial and marketing role.