{"id":2332,"date":"2023-07-28T11:32:34","date_gmt":"2023-07-28T14:32:34","guid":{"rendered":"https:\/\/fsantosteste.com\/el-papel-del-portavoz-en-la-gestion-de-la-reputacion-de-marca\/"},"modified":"2024-08-20T16:50:21","modified_gmt":"2024-08-20T19:50:21","slug":"el-papel-del-portavoz-en-la-gestion-de-la-reputacion-de-marca","status":"publish","type":"post","link":"https:\/\/www.knewin.com\/es\/blog\/el-papel-del-portavoz-en-la-gestion-de-la-reputacion-de-marca\/","title":{"rendered":"El papel del portavoz en la gesti\u00f3n de la reputaci\u00f3n de marca"},"content":{"rendered":"

Muchas marcas nombran a un portavoz para mejorar su relaci\u00f3n con la prensa y el p\u00fablico en general. En otras palabras, se le asigna la funci\u00f3n de representar a la empresa a trav\u00e9s de los medios de comunicaci\u00f3n utilizados, como redes sociales, eventos, entre otros.<\/p>\n

El portavoz debe ocupar un puesto de alto poder jer\u00e1rquico y ser seleccionado estrat\u00e9gicamente. Al fin y al cabo, la responsabilidad de desempe\u00f1ar tal funci\u00f3n es muy grande y cualquier desliz puede da\u00f1ar la imagen y la reputaci\u00f3n de la empresa.<\/p>\n

Adem\u00e1s, no est\u00e1 garantizado que el profesional elegido para desempe\u00f1ar el papel de portavoz est\u00e9 plenamente preparado para asumir la responsabilidad. Por eso existe el Media Training, cuyo objetivo es formar y ayudar al portavoz a comunicarse correctamente ante las c\u00e1maras.<\/p>\n

\u00bfCu\u00e1l es el papel del portavoz en la gesti\u00f3n de la reputaci\u00f3n de la marca?<\/h2>\n

La reputaci\u00f3n de una marca es la forma en que la gente la percibe<\/strong>, es decir, es fundamental llevar a cabo una buena gesti\u00f3n – en una serie de metodolog\u00edas y acciones establecidas por el equipo de comunicaci\u00f3n -, para garantizar la percepci\u00f3n positiva del p\u00fablico sobre la empresa.<\/p>\n

Este proceso tiene como objetivo garantizar que todo se est\u00e1 llevando a cabo de acuerdo con la planificaci\u00f3n estrat\u00e9gica inicial, para evitar posibles situaciones de crisis que puedan da\u00f1ar la imagen de la empresa.<\/p>\n

As\u00ed, como representante de la marca, es esencial que el portavoz est\u00e9 perfectamente alineado con los valores instituidos, para transmitir mensajes con transparencia y mantener intacta la reputaci\u00f3n de la empresa.<\/p>\n

C\u00f3mo utilizar al portavoz en la gesti\u00f3n de crisis<\/h2>\n

La gesti\u00f3n de la reputaci\u00f3n de marca tiene varios aspectos, uno de los cuales es la prevenci\u00f3n de crisis y\/o la planificaci\u00f3n estrat\u00e9gica.<\/p>\n

En este sentido, el portavoz desempe\u00f1a un papel fundamental en la prevenci\u00f3n de crisis empresariales, a trav\u00e9s de una comunicaci\u00f3n asertiva y de la transparencia en los hechos relatados.<\/p>\n

Monitorizando en tiempo real las menciones -positivas o no- sobre su marca en las redes sociales, puede preparar al portavoz para que responda r\u00e1pidamente y ofrezca soluciones al problema planteado.<\/p>\n

De este modo, el profesional evita que la empresa se enfrente a crisis mayores y que su imagen y reputaci\u00f3n sufran da\u00f1os m\u00e1s graves.<\/p>\n

Aprenda a utilizar la tecnolog\u00eda para prevenir crisis<\/h2>\n

En la actualidad existen varias herramientas tecnol\u00f3gicas que pueden utilizarse para vigilar la prensa y los medios sociales, como Knewin Monitoring<\/strong><\/a>, por ejemplo, que cuenta con una curadur\u00eda especializada en el an\u00e1lisis de datos.<\/p>\n

Knewin Monitoring ayuda en la investigaci\u00f3n de mercado, el mapeo del recorrido de compra del cliente, los informes personalizados, la recopilaci\u00f3n de informaci\u00f3n para nuevas estrategias, las alertas de comunicaci\u00f3n, entre muchas otras funcionalidades.<\/p>\n

Descubra m\u00e1s sobre Knewin, nuestras soluciones y c\u00f3mo podemos ayudar a su marca a crecer a\u00fan m\u00e1s a trav\u00e9s de nuestro sitio web.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Muchas marcas nombran a un portavoz para mejorar su relaci\u00f3n con la prensa y el p\u00fablico en general. En otras palabras, se le asigna la funci\u00f3n de representar a la empresa a trav\u00e9s de los medios de comunicaci\u00f3n utilizados, como redes sociales, eventos, entre otros. El portavoz debe ocupar un puesto de alto poder jer\u00e1rquico […]<\/p>\n","protected":false},"author":6,"featured_media":21659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1065],"tags":[1078,1086,1095,1096,1097],"class_list":["post-2332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-planificacion-estrategica","tag-comunicacion-estrategica","tag-gestion-de-la-reputacion-es","tag-planificacion","tag-portavoz","tag-relaciones-publicas-es"],"yoast_head":"\nEl papel del portavoz en la gesti\u00f3n de la reputaci\u00f3n de marca - Knewin<\/title>\n<meta name=\"description\" content=\"O porta-voz \u00e9 a pessoa escolhida para representar a marca. Mas voc\u00ea sabe suas fun\u00e7\u00f5es e responsabilidades? 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