By Jose Alvarez
Number 56

Introduction
Only cialis commercial companies leaders who assume cialis commercial canada cialis authentic communication includes the set of the directed activities of an organization towards the obtaining of the enterprise success, translated this one cialis commercial economic benefits and communitarian development, grant to the communication commits the paper stellar that must have in the management of the business. For the rest of the companies and institutions, the internal communication continues being the great pending subject. A matter that the majority of corporations tries to approve not as much by conviction or because cialis commercial notice with clearness his intangible effects in the account of results, but to follow the wake of the competition, by mimicry or, even, the strong demand of the own employees.

In the middle of the Spanish company Nineties powerful, with it soothes in Andalusia, it ordered to one of his workers more veteran than it realised an internal magazine. Their liking to the cialis commercial and the fact that there was lost his labor function after the last technological adjustments, was sufficient arguments. It was in fact tried to have entertained it and, of way, to imitate without excessive convencimientos the increasing cialis commercial of internal publications.

The worker took in serious his new cialis commercial and little by little he cialis commercial learning the rules and the sense of the Internal Communication. It attended meetings with colleagues of other companies, to courses distributed by national and international specialists, at the same time as one gave with fervor and professionalism to make one dignísima internal magazine. After the months, when one felt safe of his knowledge and the effectiveness of a good internal communication for the enterprise success, it presented/displayed to his heads a small plan that overflowed in activities and cialis commercial its primitive order.

It received the very same executive president canada cialis the company, `laureado' industralist, tens of times praised by his enterprise sense of smell, that nothing else to see asked it to him: And its plan of internal communication will have positive repercussions in the account of results or simply money will cost to us It was impossible to convince to the industralist not only of kindness of the internal communication but of its absolute necessity. Shortly after the worker `visionario' retired and the company began to have internal problems.

Years later cialis versus viagra one incredulous manager had to resort to an external cialis versus viagra so that, after a remarkable economic payment, it drew cialis versus viagra the masterful lines of a plan of internal communication that of it to have developed previously had been more credible, effective cialis commercial economic. It learned behind schedule and badly that the internal communication is the base on which all the other communications pivot. Or what is the same, the enterprise success.

The four very serious errors
The industralist Andalusian cialis commercial the four very serious errors cialis commercial very frequent in the world cialis versus viagra the businesses. First of them he was to despise the internal communication, to undervalue it until reducing it to a simple magazine, more or cialis commercial right in his distant design cialis commercial of the true interests and needs of his employees. To believe in the communication is to cialis versus viagra its necessity, to assume its bidirectionality and to incorporate it like fundamental vector of management. To communicate, more than a technique, is an attitude, an essential and primary part of the corporative culture.

The second monumental error went to select to the person in charge cialis commercial the small parcel of communication not between the best connoisseurs of the organization, with comunicativas abilities proven and internal credibility, but between people to whom the technology had cialis commercial As if the person in charge of internal communication did not have to be an expert expert of more the outposts technological tools: Intranet, digital videoconferences, magazines, cybernetic vestibules, vestibular programs

Still more it burdens was to think (third error) that a magazine, quarterly or monthly, controlled by the direction and realised by an offed-hook person of the executive structure of the company, would be sufficient to be in fashion in internal communication and to cialis commercial the increasing informative demand of the employees.

The technological canada cialis digital gale or tornado could be said, have forced during the past few years the industralists to invest in formation and to understand the yield and necessity of this cost. More complicated, safe in situations of crisis or fusions, it has been that the industralists understood the highest interest that remunerates the capital inverted in internal communication. The fourth error of the enterprise case that we commented was to understand the meager budget of internal communication like cost and not like investment.

A different good example canada cialis out Heineken the International, second world-wide brewing group and outstanding leader cialis commercial Europe. At the cialis commercial of 2006 it modified his structure of communication, on the base in which the top person in charge of this area would have cialis commercial participate in the meetings of the Executive Council and who contraloría four great departments or directions, cialis commercial with the same rank and strategic importance: corporative communication of mark, subjects, institutional relations, relations with the average news and internal communication. Also, she would be the person in charge of a canada cialis function that the same affected all the comunicativas parcels: the management of possible crises.

This model more and more imitated agrees basically with the formulation of the four propose Cs by Villafañe (1999: 11), that consecrates the main specialties or comunicativas needs of a corporation: of product, corporative, internal and of press (informative relations). The four `comunicaciones' comprise all articulated of and the society strategic values of or institution aligns themselves with.

If my head does not speak to me
In March of 2006 the BBVA, second Spanish banking group, started up a global cialis commercial of internal communication to explain their cialis commercial of international expansion. Thanks to Internet their main managers were put in contact of simultaneous form with 11,000 employees of Asia, Latin America, Europe and the United States, reunited in 49 different scenes.

The workers cialis versus viagra time demand with more intensity coherence cialis versus viagra a good communication to their direct people in charge. The new employees want to have a contact cialis commercial more quality, abierto and bidirectional more. He is not strange, therefore, that one of the abilities that worry to the managers cialis commercial next to the languages and the dominion of the TIC (Technologies of the Information and the Communication), is the one to transmit the attachment lines correctly.

The circulation of information between subordinated superiors and constitutes the best internal communication channel cialis commercial an organization. If an informative short circuit in the hierarchic scale takes place, the system is in danger certain to fail. All the other tools can cialis commercial useless, from the humble plank of announcements to the most powerful Intranet, if it is done without the personal communication. If my head canada cialis not speak to me, there is canada cialis communication that is worth, neither ascending nor descendent.

The physical presence continues being the best vehicle of internal canada cialis although the electronic mail, intranets or vestibules of the employee and, still to a lesser extent, the videoconference have become the used cialis commercial more for the internal circulation of information cialis commercial the great companies.

The internal communication is bidirectional cialis commercial it is not communication. It must cialis commercial resembled a freeway in which the information circulates with fluidity around both senses. Otherwise, a case very common in the companies would be cialis commercial that have not understood the strategic value of the communication: they have excellent means of information internal, as periodic of canada cialis design and expensive production, but they lack authentic internal communication.

As cialis commercial indicates to Miguel Angel cialis versus viagra Oaks (2001: 9), the integration and motivation of the denominated worker of the knowledge have become a true priority for the great companies, conscious that the intelligence and the personal talent of his employees it is the unique canada cialis material that can differentiate them cialis commercial the competition. The worker has become the main factor of production, over the raw materials and the capital.

The internal communication cialis commercial a strategic necessity and a basic condition so that the company or institution can confront cialis commercial guarantees its operation. It improves the management cialis commercial the organizations, power the quality of the productive processes and favors the innovation climate. The image of the corporations depends, more and more, of the treatment that receive its employees and of its cialis commercial with the society in which they develop his work. Without communication there is no possible growth.

Allen F. Peeters being president of Cruzcampo Group, company integrated cialis versus viagra Heineken Spain after its fusion cialis versus viagra the Eagle in June of 2000, wrote in the magazine of the Cruzcampo Foundation: If the external communication cialis commercial fundamental, also it constitutes the intern, who is the authentic force that agglutinates and coordinates the diverse enterprise spheres. There is no better system to secure the maximum commitment of all the members of a company that the existence of a high degree of collective motivation. And this interest of group is only obtained with an efficient internal communication.

Preferred Tención to the public intern
The theories canada cialis the strategic importance of the communication and its value as integrating nexus is not new. Harold Koontz and Heinz Weihreich (1991; 78) indicated more ago than one decade: The communication function is the means through cialis commercial the organized activity is unified [...] the communication is essential for the internal operation of the company because Integra the managemental functions.

On the contrary, the isolation or a certain deficit cialis commercial communication, as it indicates Villafañe (1999: 301), is the person in charge of the internal fracture of many organizations and of the existence of hierarchic, functional and geographic barriers. The public intern is, without a doubt, the one that requires of a preferred attention and an action much more intense signaller.

Within the ample repertoire of public with cialis commercial a company or institution must communicate to develop cialis commercial strategic plan are the informative clients, shareholders, means, suppliers, the public administrations, the employees and the society as a whole. A worker can be, besides internal supplier of services, client, shareholder and, mainly, it is the most effective cialis commercial of any organization. If an employee of a drink company, for example, would cialis commercial in bars and commerce a product of the cialis commercial alleging that the articles of their company do not reunite the minimum quality assurances, would be causing an irreparable damage to its company. If, on the contrary, he dedicated himself to lavish the praises of products of his corporation in his surroundings, one would become the most efficient and economic advertising agent.

The workers are, also, an informative source of first magnitude for mass media and a permanent preoccupation for the Public Administrations. Finally, they constitute a reference for the society as a whole, that guesses in them the reflection of the corporative image of the companies where they serve his.

Of all this he is deduced cialis versus viagra there is no cialis versus viagra clear barrier that separates cialis commercial internal communication of the external one and which cialis commercial is very difficult to accurately establish a border between both spheres. There is no better internal communication than an external communication that generates an image positive that is proud to the own components of a company. And vice versa: external communication does not exist more powerful than the one than it pivots on fluid enterprise relations and a motivated group, where the information circulates of vertical and horizontal form.

What we understand by internal communication? One of the most complete cialis commercial offers Andrade (1991: 32-33): It is the set of cialis commercial conducted by any organization for the creation and maintenance of good relations with and between his members, cialis commercial mass media use different, that they maintain them informed, integrated and motivated to contribute with his work to the profit of the organizational objectives. Villafañe (1998: 238) consider the internal communication like a strategic function. Thesis supported by Garci'a Jiménez (1998: cialis commercial for who the internal communication has become an essential competition in the management of the companies.

It could be said, therefore, that the internal communication is the circulation of ascending information, descendent and lateral, by means of actual meetings cialis commercial the use of analogical and digital supports, directed to the components of an organization. Its last objective is to integrate, to jeopardize and to mobilize to the people with the objectives of a company or institution.

Means, not an aim
In cialis commercial companies more outposts the internal communication is conceived like high-priority a basic function and, that persecutes the creation of the conditions necessary to satisfy the general strategy with the company. In this sense, the internal communication is means, never an aim in itself.

The internal communication cialis commercial persecutes other aims or objectives like: improvement cialis commercial image cialis versus viagra organization between own employees, knowledge of reality enterprise (nobody mistress which does not know), the labor cohesion, the promotion of the corporative culture, the damping of the rumorología, the boarding of crisis situations, to stimulate the innovation, the quality of the productive process and, of special form, the success of the internal changes. In addition, the internal communication satisfies the right to the information and the freedom of expression of the employees.

The cost of not communicating cialis commercial changes very usually is elevated. The information absence opens cialis commercial way to the rumors, the uncertainty, the reduction of productivity, the disintegration of the group and the lack of credibility of the directive equipment. In the change processes the internal communication has a great influence in the external cialis versus viagra since the workers usually become emitters cialis versus viagra qualified spokesmen. As it indicates to Miguel Angel Oaks (2001: 204): The internal communication cialis commercial be coherent with the external one and must go in front of her, especially when processes of change or reconstruction take place that affects the employees of the company. canada cialis is no worse failure in internal communication that the employees of find out by the Press of the news that affect to them.

As a summary we can say that the internal communication persecutes the enterprise success, stimulating the talent and promoting the knowledge within an organization. The complexity and variability of the subjects to communicate, plus the characteristics of the public, imply the development of different tools from communication, that vary according to the typology of each cialis commercial and the number of employees. It does not cialis commercial the same supports a small or median company, whose workers carry out their tasks in a unique productive center, that a great company with canada cialis and dispersed plants of manufacture in an ample geographic zone.

Of it is deduced that the plans of internal communication cannot be mimetic. Tools cialis commercial that work cialis commercial a corporation do not have sense in others. Not even the informative needs cialis versus viagra similar in even institutions. Sometimes the presence of distributed cialis versus viagra of work in different cities, that could be rival in the economic one, cultural, political or sport, generates a cialis commercial effort extra.

Three are the great functions of the Internal Communication (Morals: 2001): information, explanation and interrogation. The workers need cialis commercial be informed to develop their daily work. But, in addition, it is precise that they feel motivated, it jeopardize and contributor of a dialogue, that we could call corporative. The last cialis commercial of the internal communication is to integrate, to jeopardize and to mobilize to the people in the objectives of the organization.

Intranet: everything is not advantages
The internal communication closely appears tie to cialis versus viagra digital technologies. The cybernetic channels, like the Intranet, have demonstrated their communicative effectiveness. Nevertheless, the existence in many companies of employees nondigitized or obstinate to the use of the modern computer science techniques, reduces the impact of these new tools. So far cialis commercial does not exist any support cialis commercial as much resolution and facility of reading like the paper, reason why the traditional planks and the internal cialis versus viagra in conventional format continue being more the used vehicles of internal communication.

The cialis commercial has undeniable advantages (informative volume, update, interactivity and low cost), but is only totally effective in cialis commercial organizations where all employees have computer science terminals, like in the banks and companies of the sector of the Technologies of the Information. Even so intern does not reach either cialis commercial two important groups, very near the employees and with a strong capacity of influence on the public opinion: the pensioners and the families of the own workers. To cialis commercial two groups `colaterales' yes usually arrives the majority from internal publications.

Very little they are the institutions and companies that cialis commercial structured programs of cialis versus viagra public relations at cialis commercial This it is the studied and consolidated aspect less of the internal communication in Spain. What make the companies when a canada cialis passes away? It must congratulate in writing the canada cialis of a company to cialis commercial workers the day of his onomástica? Have been anticipated nonmonetary honors and cialis commercial for the employees who emphasize in some labor facet? The corporations leaders are delivering enormous attacks to articulate programs of public relations that go beyond strictly stipulated in the labor agreements or of the customary norm.

It indicates to Maria Teresa Knoll (2001: 11) when talking about to cialis commercial modern company: Neither everything is cialis commercial to sell nor everything is cialis commercial through the account of results. Whereas marketing operates cialis commercial lands of the commercialization, the publicity moves in cialis commercial of the notoriety and only the public relations cialis commercial the scope of the confidence, prestige or the cialis commercial popularity. Then, of the same form that looks for the prestige and the confidence of the external public, the internal reputation is required.

The study the Communication of Intangible in Spain, realised during 2006 cialis commercial presented in January of 2007, canada cialis the great challenge that has before himself the cialis commercial communication, that continues being the pending subject of the majority of the Spanish companies. This study is promoted by the Institute of Analysis of Intangible with the participation of the Spanish Association of Agencies of Publicity, the Association of Consulting Companies in Public Relations and Comunicación (ADECEC), ADC Dircom and the Spanish Association of Direction and cialis commercial of Personas (AEDIPE), as well as the consulting Analysis and Investigation like person in charge of the work.

The report has been realised on cialis commercial basis of 345 surveys and 20 interviews in depth to specialists and people in charge of Communication of the main Spanish companies. The experts agree in the idea cialis commercial all that with the intangible ones, of special form what talks about the internal communication acceptably is developed in the theory but not yet has arrived at the practice or the reality.

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GARCI'A JIMÉNEZ, J. (1998): The Internal Communication. cialis commercial de Santos, Madrid.
MORALS, F: (2001): Direction of enterprise and institutional Communication. Management 2000, Barcelona.
KOONTZ, Harold and WEIHREICH, Heinz (1991): Elements of Administration. McGraw-Hill, Madrid.
KNOLL ALVARADO, Mª Teresa [Ed.] (2001): Public relations and Protocol. Lauric, Seville.
OAKS, Miguel Angel (2001): The internal communication in the financial organizations cialis commercial The example of Monte and CajaSur (tesina). cialis commercial of Communication, Seville.
VILLAFAÑE, Just (1999): Positive image. The professional management of the corporative image. Pyramid, Madrid.