Competencias y desafíos del DIRCOM en un país en desarrollo

Abstract

The research reveals that in Ecuador the communication managers of the fifty companies analyzed have a minimum of 5 years of experience in communication management and 18% of the total cases studied have between 6 and 14 years of experience. The age of communication managers fluctuates between 25 - 39 years in a greater percentage. This research seeks an approximation to the current profile of Dircom in Ecuador to identify their skills and recognize how they adapts to the conditions of each sector. To this end, 50 corporations from different productive and service sectors of the country were selected, which have been in the market for at least 10 years, a time that coincides with the longest uninterrupted presidential period that has existed in Ecuador. Transited by a process of economic slowdown. In this research it was evidenced that, in spite of an incipient offer of training programs in communication management, the professionals currently occupying the management positions in the Institutional Communication departments of the companies of the country have access to postgraduate programs, in order to acquire the knowledge and skills to solve the market's communication demands. This perspective allows them to be located at strategic levels of the organization, and each day less operational, according to the data obtained. However, there are also communication managers with a different degree than strategic communication. The results of the study also revealed that the Dircom selected devote their management to the integral communication and that this, sometimes, is developed with the support of agencies. They also execute internal communication to the extent of the possibilities, because this important action for the organization is coordinated with the human resources department.