La gestión de la comunicación en situaciones de crisis en los
Anuncio
Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional 39 La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional1 Management of communication in crisis situations in the private, public and multinational sectors Autores » Resumen » Haydée Guzmán Ramírez 2 Ivonne Rosío Ortiz 3 En este artículo se presentan los resultados de una investigación en la que se identifica el proceso comunicativo desarrollado en situaciones de crisis en los sectores privado, público y multinacional. En la primera parte se realiza una revisión teórica sobre el manejo de las crisis desde las comunicaciones, se analizan los enfoques de varios autores sobre este tema y se caracterizan los sectores. En la segunda, se presentan la metodología y los resultados de la investigación aplicada, donde se confirma la hipótesis, según la cual, aunque en los tres sectores se utiliza un modelo generalmente reconocido y aceptado, su aplicación no es igual en cada uno de ellos, llevándolos a adoptar un modelo propio, con efectos diferentes en cada caso. Se presentan, finalmente, las conclusiones y reflexiones que ampliarán el conocimiento sobre este tema y serán punto de partida para futuras investigaciones sobre comunicación de crisis. Recibido 12 agosto 2012 Aceptado 27 septiembre 2012 (1) Éste artículo contiene los resultados de una investigación en la que se identifica el proceso comunicativo desarrollado en Palabras clave Abstract » Key words: Crisis, comunicación de crisis, organizaciones empresariales, organizaciones públicas, organizaciones multinacionales. In this article the results of an investigation which identifies the communicative process developed in crisis situations in the private, public and multinational sectors are presented. In the first part a revision of theory is conducted regarding the management of the crisis from the communication, it analyses the focuses of various authors on this topic and it characterizes the sectors. In the second part, the methodology and the results of the applied investigation are presented and the hypothesis is confirmed, according to which, although in the three sectors a general recognized and accepted model is used, its application is not equal in each case, causing them to adopt a model of their own, with different effects in each case. Finally, the conclusions and reflections are presented that will amplify the knowledge about this topic and they will be a departure point for future research about crisis communication. Crisis, crisis communication, business organizations, public organizations, multinational organizations situaciones de crisis en los sectores privado, público y multinacional, realizado en INPAHU (2) Magíster en Docencia de la Universidad de La Salle. Docente investigadora, INPAHU. [email protected] (3) Especialista en Comunicación Organizacional de la UNAB, docente de la Facultad de Comunicación, Información y Lenguaje de INPAHU. [email protected] 40 Pp 39 - 55. Nº 8. noviembre 2012 ,QWURGXFFLyQ /DV RUJDQL]DFLRQHV VRQ XQLGDGHV FRQV WDQWHV GH FDPELR TXH UHTXLHUHQ DQiOLVLV \ UHVSXHVWDVÁH[LEOHVTXHVHDGHF~HQDVXGL QDPLVPR\HQWRUQR7RGDVFRPRVLVWHPDV VRFLDOHVTXHVRQVHHQIUHQWDQDDPHQD]DV UHDOHV\SUREDEOHVHQXQHQWRUQRJHQHUDGRU GHLQFHUWLGXPEUH\GHWHQVLRQHVTXHLPSOL FDSDUDHOODVJUDQGHVFDPELRVGHVGHGLYHU VDVSHUVSHFWLYDVHQWUHRWUDVODHVWUXFWXUD ODHVWDELOLGDGODUHSXWDFLyQODLPDJHQOD SHUPDQHQFLDODVLQWHUUHODFLRQHVFRQLQGL YLGXRVJUXSRVRUJDQL]DFLRQHVVLWXDFLR QHVSDUDODVTXHQRWRGDVVHHQFXHQWUDQHQ FRQGLFLRQHVySWLPDVGHKDFHUOHVIUHQWH (OPDQHMRGHODFRPXQLFDFLyQHQVLWXDFLR QHVGHFULVLVHVXQWHPDREOLJDGRHQWRGDV ODVRUJDQL]DFLRQHVSHURTXHUHTXLHUHFDGD YH] HVSHFLDOL]DFLyQ HQ VX JHVWLyQ \ HVWR VH FRPSUHQGH SRUTXH HQ FXDOTXLHU FDVR ODV FULVLV FUHDQ XQ HVWDGR GH UXSWXUD TXH FRQGXFH DO GHVHTXLOLEULR \ D OD WHQVLyQ \ DOWHUDQHOUXPERGHODRUJDQL]DFLyQDOSUR GXFLUVHXQFRUWHHQVXGLQDPLVPRKDELWXDO (O QR JHVWLRQDU DGHFXDGDPHQWH ODV FULVLV GHVGH ODV FRPXQLFDFLRQHV FRQOOHYD D OD SpUGLGD GH DXWRQRPtD LGHQWLGDG \ FRKH VLyQ GH ODV RUJDQL]DFLRQHV IUHQWH D WRGRV VXV S~EOLFRV /D SDUDGRMD GH WRGD HVWUD WHJLD FRUSRUDWLYD HV FyPR GHVDUUROODU XQ PRGHORTXHSHUPLWDDWHQGHUODFR\XQWXUD PDQHMDUFRQÁXLGH]ORVLPSUHYLVWRVGHOHQ WRUQR\TXHDODYH]SRVLELOLWHFRQVWUXLUOD LPDJHQGHODRUJDQL]DFLyQ0DQXFFL (VWDDÀUPDFLyQVXJLHUHTXHXQDYH]GHWHU PLQDGDVODVFDXVDVGHODVFULVLVKD\WDQWDV IRUPDVGHDERUGDUODVFRPRVLWXDFLRQHVTXH ODV RULJLQDQ \ HO PRGHOR VH FRQYHUWLUi HQ HOPRGHORSURSLRGHODRUJDQL]DFLyQVHJ~Q VXVQHFHVLGDGHV\UHTXHULPLHQWRV (VWD LQYHVWLJDFLyQ DQDOL]D OD JHVWLyQ GH OD FRPXQLFDFLyQ HQ ODV FULVLV HV GHFLU FyPR HVWDVGLYHUVDVHQWLGDGHVKDQSODQLÀFDGR\ UHDOL]DGRVXVSODQHVGHFRQWLQJHQFLDFyPR KDQPDQHMDGRODFRPXQLFDFLyQGXUDQWHODV FULVLV \ HQ OD SRVW FULVLV TXp DSUHQGL]DMH KDQDVXPLGR\FyPRORKDQGLYXOJDGR6H SDUWH GHO SULQFLSLR GH TXH WRGDV ODV FULVLV WLHQHQ ODV PLVPDV FDUDFWHUtVWLFDV GH HVFD ODELOLGDG VRUSUHVD XQLFLGDG \ VLWXDFLyQ GHXUJHQFLD3RUORWDQWRODUHOHYDQFLDGHO HVWXGLR HVWi HQ LGHQWLÀFDU HQ FDGD VHFWRU SULYDGRS~EOLFR\PXOWLQDFLRQDOODWLSR ORJtDHORULJHQODPDJQLWXG\ODHVWUDWHJLD FRPXQLFDWLYDHQFDGDXQDGHVXVHWDSDV /D FRPXQLFDFLyQ HQ ODV RUJDQL]DFLRQHV VH FRQVLGHUDFRPRXQPHFDQLVPRGHJHVWLyQ HQWHQGLGR FRPR XQ SURFHVR GH DQiOLVLV GHFLVLyQ HMHFXFLyQ FRQWURO \ GH HYDOXD FLyQ/DFRPXQLFDFLyQHMHUFHHOFRQWUROSRU PHGLRGHOHIHFWRTXHORVPHQVDMHVWLHQHQHQ ODVSHUVRQDVTXHSHUFLEHQSLHQVDQVHHPR FLRQDQ\DFW~DQ(VWHSURFHVRGHJHVWLyQVH RULHQWDDJHQHUDUUHODFLRQHVSURGXFLU\H[ SRQHUUHSUHVHQWDFLRQHVVLPEyOLFDV\DFR RUGLQDU GHFLVLRQHV LPSHUVRQDOHV HQWUH ORV GLIHUHQWHVDFWRUHVVRFLDOHVHVWHSURFHVRVH GHÀQH HQ FLQFR SURSyVLWRV DOFDQ]DU D ORV FOLHQWHVJHQHUDUXQDPELHQWHLQVWLWXFLRQDO SRVLWLYRFRQVHJXLUHOFRQVHQVRTXHKDELOLWH D OD FRUSRUDFLyQ FRRUGLQDUVH LQWHUQDPHQ WH\DVHJXUDUODVSRVLFLRQHVMXUtGLFDVGHOD FRUSRUDFLyQ(OL]DOGH /DFRPXQLFDFLyQ HQHOVHFWRUSULYDGR 8QD HPSUHVD HV XQD LQVWLWXFLyQ HFRQyPL FDPHQWHDFWLYDHQRWUDVSDODEUDVXQRUJD QLVPRRXQVLVWHPDHVWUXFWXUDOYLYRGHSHQ GLHQWHHQFRQVWDQWHE~VTXHGDGHHTXLOLEULR GLQiPLFR FRQFHELGR \ FUHDGR VHJ~Q *DU FtD SDUD HPSUHQGHU \ H[SORWDU DF WLYLGDGHV \ QHJRFLRV TXH SURGX]FDQ YDORU DJUHJDGRGLUHFWRSDUDVXVSURSLHWDULRVDG PLQLVWUDGRUHV HPSOHDGRV SURYHHGRUHV \ FOLHQWHVHLQGLUHFWRSDUDTXLHQHVSDUWLFLSDQ GHORVUHVXOWDGRVGHVXDFFLRQDU 'H OD UDPD HPSUHVDULDO VH GHVSUHQGHQ OD FRPXQLFDFLyQ RUJDQL]DFLRQDO ODV UHODFLR QHV S~EOLFDV HO PHUFDGHR \ OD FRPXQLFD FLyQFRUSRUDWLYD/DSURGXFFLyQVREUHHVWH FDPSR HV SURIXVD GH WDO PDQHUD TXH VH SXHGHQ LGHQWLÀFDU GLIHUHQWHV FRUULHQWHV FRPR OD HXURSHD OD QRUWHDPHULFDQD \ OD ODWLQRDPHULFDQD(QWUHORVHVWXGLRVRVGHOD FRPXQLFDFLyQHQ(VWDGRV8QLGRVFRPXQL FDFLyQ RUJDQL]DFLRQDO KD VLGR HTXLSDUDGD Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional FRQ FRPXQLFDFLyQ LQWHUQD *UXQLJ SRU FXDQWR ORV DQiOLVLV UHDOL]DGRV SRU VXV DXWRUHVPiVUHSUHVHQWDWLYRVVHFHQWUDQGH PDQHUDHVSHFLDOHQFRPSUHQGHUODVIRUPDV GH SRGHU ODV UHODFLRQHV HQWUH VXSHULRUHV \ VXERUGLQDGRV \ OD JHQHUDFLyQ GH SURFH VRV GH IRUPDFLyQ R LQÁXHQFLD HQ OD FXOWX UD3HVHDHOORFXDQGRHOFDPSRHPSH]yD HYROXFLRQDU DOJXQRV H[SRQHQWHV GH HVWH HQIRTXHHQWUHHOORV*ROGKDEHUOOHJy D FRQVLGHUDU TXH OD FRPXQLFDFLyQ RUJDQL ]DFLRQDOWDPELpQSRGtDDEDUFDUUHODFLRQHV GHWLSRH[WUDRUJDQL]DFLRQDO 'HVGH OD FRUULHQWH HXURSHD HO HVSDxRO 'HO 3XOJDUGLVWLQJXHFODUDPHQWHHQWUHXQ HQWRUQR HPSUHVDULDO JHQHUDO \ RWUR HVSHFt ÀFRHOSULPHURORGHÀQHFRPRHOFRQWH[WR JOREDO GRQGH VH GHVHQYXHOYH OD RUJDQL]D FLyQTXHLQFOX\HGHVGHORVIDFWRUHVHFRQy PLFRVODVSUiFWLFDVSROtWLFDV\HOPHGLRVR FLDOKDVWDODVLWXDFLyQPHGLRDPELHQWDORODV FRQGLFLRQHVFXOWXUDOHV(OVHJXQGRLQÁX\H GH PDQHUD GHFLVLYD HQ OD FRQVHFXFLyQ GH ORV REMHWLYRV HPSUHVDULDOHV VHUi HQWRQFHV ODSDUWHGHOHQWRUQRTXHUHTXHULUiXQDJHV WLyQPiVDMXVWDGDSXHVGHHOODGHSHQGHOD HÀFDFLDGHODRUJDQL]DFLyQGHHVWHHQWRUQR IRUPDQSDUWHORVFOLHQWHVDFFLRQLVWDVFRP SHWLGRUHVVLQGLFDWRVODRSLQLyQS~EOLFDORV JUXSRVGHSUHVLyQHQWUHRWURV/RVSXQWRV GHSDUWLGDTXH'HO3XOJDUFRQVLGHUDIXQGD PHQWDOHVSDUDHOHVWXGLRGHODFRPXQLFDFLyQ HQODHPSUHVD\DORVTXHGHGLFDEXHQDSDU WHGHVXHVWXGLRVRQODLGHQWLGDGODFXOWXUD FRUSRUDWLYD HO FOLPD ODERUDO \ OD DXGLWRUtD GHLPDJHQ\FRPXQLFDFLyQ 3RU VX SDUWH HO YHQH]RODQR 3L]]RODQWH GHVWDFD TXH OD FRPXQLFDFLyQ MXHJD XQSDSHOGHWHUPLQDQWHSDUDGDUUHVSXHV WD D ORV SUREOHPDV GH FRPSHWLWLYLGDG HQ VRFLHGDGHV FRPR OD ODWLQRDPHULFDQD GR PLQDGDSRUXQGHVDUUROORDFHOHUDGRGHODV WHFQRORJtDVGHODLQIRUPDFLyQ,JXDOPHQWH FRQVLGHUDTXHODHPSUHVDWLHQHXQDQXHYD HVWUXFWXUDSRUTXHODUHODFLyQMHUiUTXLFDSL UDPLGDOKDGHMDGRGHVHU~WLO\HQHVHVHQ WLGR DO GHVSHUGLFLDU HO FDSLWDO KXPDQR HO WUDEDMRVHGHVDUUROODFDGDYH]PiVHQUHG 3HURHVWHVLVWHPDKRUL]RQWDOVRORGDUHVXO WDGRV SRVLWLYRV FXDQGR OD PD\RUtD GH ORV PLHPEURV LQWHJUDGRV HQ OD UHG HVWi PRWL YDGDSDUDFRODERUDUHQHOSUR\HFWRFRP~Q <ORJUDUHVWHREMHWLYRHVXQDWDUHDGHFRPX QLFDFLyQLQWHUQD\H[WHUQD 8QVHJXQGRFDPSRHQVXUJLUFRQIXHU]D\ JDQDUUHSUHVHQWDWLYLGDGHQHOiPELWRGHOD FRPXQLFDFLyQHQODVRUJDQL]DFLRQHVHVHOGH ODVUHODFLRQHVS~EOLFDVeVWDVEXVFDQODFUHD FLyQGHXQEHQHÀFLRPXWXRHQWUHODHPSUHVD \ORVJUXSRVTXHLQÁX\HQHQVXHVWDELOLGDG (QHOODVODFRPXQLFDFLyQHVYLVWDFRPRXQ PHGLRTXHSHUPLWHDFHUFDUVHDORVS~EOLFRV H LQWHUDFWXDU SDUD FRQRFHU VXV LQWHUHVHV SHURWDPELpQSDUDEXVFDUVXDSUREDFLyQ 'HRWUDSDUWHODFRPXQLFDFLyQFRUSRUDWLYD DEDUFD \ DUWLFXOD WRGDV ODV IRUPDV GH FR PXQLFDFLyQTXHSXHGDQH[LVWLULQFOXVRODV GLIHUHQFLDGDVTXHSUHVHQWD9DQ5LHO SDUD TXLHQ OD FRPXQLFDFLyQ FRUSRUDWLYD LQWHJUDWUHVIRUPDVGHFRPXQLFDFLyQODGH GLUHFFLyQ OD GH PHUFDGHR \ OD RUJDQL]DWL YD (V GHFLU ORV DXWRUHV TXH KDQ UHDOL]DGR VXVDSRUWHVDHVWHFDPSRORHVWXGLDQGHVGH GLIHUHQWHV SHUVSHFWLYDV GH WDO PDQHUD TXH HOpQIDVLVSDUDDOJXQRVHVWiHQHOFDPSRLQ WHUQRSDUDRWURVHQODVUHODFLRQHVH[WHUQDV DOJXQRVPDUFDQVXLPSURQWDHQODVDXGLHQ FLDV\HQODUHFHSFLyQ\KD\XQDIXHUWHFR UULHQWHGHODFRPXQLFDFLyQFRUSRUDWLYD /DFRPXQLFDFLyQ HQHOVHFWRUS~EOLFR /D FRPXQLFDFLyQ S~EOLFD HV FRPXQLFDFLyQ JXEHUQDPHQWDO\DEDUFDORVSRGHUHVOHJLV ODWLYR HMHFXWLYR \ MXGLFLDO 3DUD &DQHO \ 6DQGHUVVLDGHPiVGHODFRPXQLFD FLyQSROtWLFDHQVtPLVPDORVHVWXGLRV\ODV SUiFWLFDVGHFRPXQLFDFLyQGHHVWHVHFWRUVH RULHQWDUDQ GHVGH ODV UHODFLRQHV S~EOLFDV OD FRPXQLFDFLyQ RUJDQL]DFLRQDO H LQFOXVR GHVGH OD FRPXQLFDFLyQ FRUSRUDWLYD VHUtD SRVLEOHHVWXGLDUODVUHODFLRQHVTXHVHHVWD EOHFHQHQWUHXQJRELHUQR\VXVS~EOLFRVFRQ XQVHQWLGRGHGLiORJRSHUPDQHQWH\XQDYL VLyQGHODUJRSOD]R 6HDxDGHGHRWUDSDUWHTXHDOXWLOL]DUODFR PXQLFDFLyQRUJDQL]DFLRQDOSDUDHVWXGLDUHO VHFWRUS~EOLFRHVSRVLEOHDSOLFDUSDUiPHWURV 41 42 Pp 39 - 55. Nº 8. noviembre 2012 GHpVWDHQODVHQWLGDGHVSROtWLFDVFRPRVRQ ORV ÁXMRV GH FRPXQLFDFLyQ TXH VH SURGX FHQODJHQHUDFLyQ\FLUFXODFLyQGHPHQVD MHVHQORVVLVWHPDVSROtWLFRVORVSURFHVRVGH WRPDGHGHFLVLRQHV\ODFUHDFLyQGHFXOWXUDV RUJDQL]DFLRQDOHV 3DUD'H9HQJRHFKHD´XQJREHUQDQ WH WLHQH OD REOLJDFLyQ GH DGPLQLVWUDU \ GH DGPLQLVWUDUELHQSRUTXHGHQRKDFHUORJH QHUDUiXQDFULVLVGHFDUiFWHUJHUHQFLDOTXH DFDEDUiSRUPLQDUVXJHVWLyQGHJRELHUQR\ FRQHOORVXSURSLDLPDJHQµS&HQWUD VXV DUJXPHQWRV HQ FRQFHSWRV FRPR DGPL QLVWUDUJREHUQDU\HVSHFLDOPHQWHFRPXQL FDU(QIDWL]DTXHXQJREHUQDQWHDGHPiVGH OtGHUWDPELpQWLHQHHOGHEHUGHFRPXQLFDU \ HVSHFLDOPHQWH KR\ FXDQGR HO DYDQFH GH ODVFRPXQLFDFLRQHV\GHODVQXHYDVWHFQR ORJtDVSHUPLWHTXHHOFLXGDGDQRQRVHD\D VRORHOUHFHSWRUVLQRHOHPLVRUGHODVPLV PDVDxDGHTXH´GHEHVHUFDSD]GHJREHU QDU GH DGPLQLVWUDU OR TXH HV XQD REOLJD FLyQ JHUHQFLDO \ GH FRPXQLFDU OR TXH HV XQDQHFHVLGDGGHGREOHYtD<HVWRVyORSR GUiKDFHUORDTXHOTXHWHQJDXQDYHUGDGHUD FDSDFLGDGGHOLGHUD]JRµS /DFRPXQLFDFLyQ HQHOVHFWRUPXOWLQDFLRQDO $OFDUDFWHUL]DUDODHPSUHVDPXOWLQDFLRQDO \HQWHQGHUVXGLQiPLFDFRPXQLFDFLRQDOVH GHEH WHQHU HQ FXHQWD TXH HVWDV HPSUHVDV VH HQIUHQWDQ D DVSHFWRV TXH HQ RFDVLRQHV VHFRQYLHUWHQHQSUREOHPDVSDUDVXRSHUD FLyQFRPRODFXOWXUDGHOSDtVDGRQGHOOH JDQODDGDSWDFLyQHQJHQHUDO\HODFFHVRD ORVPHUFDGRV /DV FRPXQLFDFLRQHV HQ HVWH WLSR GH RUJD QL]DFLRQHV YDQ PiV DOOi GH SHQVDU HQ HO WDPDxRRODLQIUDHVWUXFWXUDGHODVPLVPDV (O SURFHVR GH LQWHUFDPELR LQIRUPDWLYR FR PLHQ]D FXDQGR OD FRPSDxtD WLHQH FODUR VX KRUL]RQWH \ HO SXQWR GRQGH FRQYHUJHQ WR GRV VXV SURSyVLWRV $Vt UHIRU]DU OD PHQWD OLGDGHPSUHVDULDOHVHQWHQGHUTXHDWUDYpV GHODPRWLYDFLyQHOFRPSURPLVRHOVHQWLGR GHSHUWHQHQFLD\XQDFRQWLQXDUHWURDOLPHQ WDFLyQ HO IDFWRU KXPDQR ORJUD VXSHUDU ODV EDUUHUDVFXOWXUDOHV\FRPSUHQGHUPHMRUXQ PXQGR JOREDOL]DGR DO TXH HO RUJDQLVPR GHEHHQIUHQWDUVHSDUDGHVDUUROODUVXVDFFLR QHVHPSUHVDULDOHV 3DUD '\PV]D ORV IDFWRUHV FODYHV HQ HO FUHFLPLHQWR GH OD HPSUHVD PXOWLQDFLR QDO VRQ SULQFLSLRV TXH VH GHVSUHQGHQ GHO PDQHMR DGHFXDGR GHQWUR GHO SURFHVR FR PXQLFDWLYRODDVLPLODFLyQGHREMHWLYRVSRU SDUWH GH ORV HPSOHDGRV SDUD FXPSOLU FRQ ORTXHVHKDSURSXHVWRODFRPSDxtDODHV SHFLDOL]DFLyQHQHOPDQHMRGHWHPDVOtQHDV FRPXQLFDWLYDV PHQRV MHUiUTXLFDV \ PiV ÁH[LEOHVFRQIRUPDFLyQGHHTXLSRVGHWUD EDMR DOWDPHQWH FDOLÀFDGRV VLPSOLÀFDFLyQ GH SURFHVRV FUHDFLyQ GH SURSyVLWRV SRU SUR\HFWR UHDOL]DGR FDSDFLWDFLyQ HQ DWHQ FLyQDOFOLHQWH\UHFRQRFLPLHQWRVDOWUDEDMR HIHFWXDGRSRUHOIXQFLRQDULR )UHQWH D OD FRPXQLFDFLyQ LQWHUQD HYLGHQ FLD XQD VLJQLÀFDWLYD GHELOLGDG HVSHFtÀFD PHQWH HQ HO WHPD GH LGHQWLGDG DO VHxDODU TXH VH SUHVHQWDQ FRQÁLFWRV HQWUH OD OHDOWDG GHO SDtV GRQGH IXQFLRQD OD RUJDQL]DFLyQ \ ODÀGHOLGDGTXHVHGHEHPDQHMDUDOLQWHULRU GHODPLVPDHVWRSXHGHGHVHQFDGHQDUGHV DFXHUGRVTXHREVWDFXOLFHQHOSURFHVRGHHQ WHQGLPLHQWRHQWUHODVSDUWHVLPSOLFDGDV'H LJXDOIRUPDGLFHORVDVSHFWRVFXOWXUDOHVUH ODFLRQDGRVFRQODGLYHUVLÀFDFLyQGHYDORUHV KiELWRV VRFLDOHV DFWLWXGHV LQWHUSHUVRQDOHV PRGDOLGDGHV GH DXWRULGDG \ FRQGXFFLyQ REVWDFXOL]DQORVPHQVDMHVGLIXQGLGRVSRUOD PXOWLQDFLRQDODVXVGLIHUHQWHVVHGHV 3RU VX SDUWH 3HUOPXWWHU VHxDOD TXH HQ XQD GLUHFFLyQ FRPXQLFDWLYD ySWLPD VH GLVWLQJXHQWUHVDFWLWXGHVHPSUHVDULDOHVTXH SHUPLWHQJHQHUDUHVWDELOLGDG\HTXLOLEULROD HWQRFpQWULFDRULHQWDGDKDFLDODVDFWLYLGDGHV GHO SDtV RULJLQDO OD VHJXQGD SROLFpQWULFD GLULJLGDDODVDFFLRQHVFRQHVWDGRVYHFLQRV\ OD~OWLPDJHRFpQWULFDJXLDGDKDFLDHOPXQ GRHQVXWRWDOLGDG &RPR VH REVHUYD OD PLUDGD LQYHVWLJDWL YDVHKDYROFDGRHQODVHVSHFLÀFLGDGHVGH FDGDVHFWRUVLQHPEDUJRODVVLWXDFLRQHVGH FULVLVFRPXQHVDORVWUHVVHFWRUHVSULYDGR S~EOLFR\PXOWLQDFLRQDOGHVGHODFUHDFLyQ GHFDGDXQDGHODVRUJDQL]DFLRQHVTXHORV Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional FRPSRQHQFRPLHQ]DQDVHUHVWXGLDGDVVLV WHPiWLFDPHQWH LQYHVWLJDGDV \ GRFXPHQ WDGDVDSDUWLUGHODGpFDGDGHORVRFKHQWD FXDQGR FRLQFLGHQFLDOPHQWH VH VXVFLWDQ VL WXDFLRQHV FUtWLFDV GH JUDQ WUDVFHQGHQFLD H LPSDFWRPXQGLDOSH&KHUQRE\O7\OHQRO ([[RQ9DOGH] &RPXQLFDFLyQ\FULVLV 3RU FULVLV GHEH HQWHQGHUVH HO HVWDGR TXH JHQHUD WRGDV DTXHOODV VLWXDFLRQHV TXH LP SDFWDQ HO QRUPDO IXQFLRQDPLHQWR GH XQD RUJDQL]DFLyQORVDFRQWHFLPLHQWRVRVHULHGH DFRQWHFLPLHQWRVH[WUDRUGLQDULRVTXHODDIHF WDQ GLUHFWDPHQWH \ GH GLYHUVD IRUPD /DV FULVLV VH JHQHUDQ HQ FXDOTXLHU iUHD GH XQD RUJDQL]DFLyQ HQ FXDOTXLHU VHFWRU SURGXF WLYR R GH VHUYLFLRV R HQ FXDOTXLHUD GH ORV SRGHUHVOHJLVODWLYRHMHFXWLYRRMXGLFLDOGH XQDQDFLyQ\ODVUD]RQHVGHVXRULJHQVRQ P~OWLSOHV VH KDQ GLYLGLGR HQ GRV JUDQGHV WHPDVFDWiVWURIHVQDWXUDOHV\GHFLVLRQHVDF FLRQHVXRPLVLRQHVGHODVSHUVRQDV (VWRV SUREOHPDV SDUD WRGDV ODV RUJDQL]D FLRQHV HQYtDQ VHxDOHV TXH QR SXHGHQ SD VDUGHVDSHUFLELGDVHVDVDGYHUWHQFLDVWHP SUDQDV QR VRQ FRQVLGHUDGDV HQWUH RWUDV UD]RQHVSRUTXHVHVXEHVWLPDHOSUREOHPD SRUHOH[FHVRGHRUJXOORRFRQÀDQ]D\SRU ODLQFDSDFLGDGGHFRQHFWDU\UHODFLRQDULQ IRUPDFLRQHVGLYHUVDV\GLVSHUVDV+DUYDUG %XVLQHVV(VVHQWLDOV $XQTXHQRH[LVWHXQPRGHOR~QLFRSDUDHO PDQHMRGHODVFULVLVXQRGHORVIDFWRUHVTXH HVGHREOLJDGRDERUGDMHHQVXUHVROXFLyQHV ODFRPXQLFDFLyQ/DVFULVLVVHPDQHMDQGHV GH GRV IUHQWHV HO RSHUDFLRQDO R IXQFLRQDO \ HO FRPXQLFDWLYR (O SULPHUR DWDFDUi HO RULJHQPLVPRGHODVLWXDFLyQTXHLQGHIHF WLEOHPHQWH LPSOLFDUi HO PDQHMR GHVGH OD FRPXQLFDFLyQSRUTXHODVFULVLVVHFRQYLHU WHQHQFULVLVGHLPDJHQDOSRQHUHQULHVJROD UHSXWDFLyQHOGHVDUUROORODH[SDQVLyQ\R FUHFLPLHQWRGHODHPSUHVDRLQVWLWXFLyQOD LPDJHQ GH OD FRUSRUDFLyQ \ OD LPDJHQ GH PDUFD SURGXFWR XQ OtGHU SDtV HWF $Vt OR LOXVWUD %ODFN FXDQGR GLFH TXH ´XQ DFFLGHQWH R XQ GHVDVWUH VRQ SULPRU GLDOPHQWHXQSUREOHPDGHJHVWLyQSHURHO VXFHVRVHFRQYLHUWHLQPHGLDWDPHQWHHQXQ WHPD GH ORV PHGLRV HVSHFLDOPHQWH VL KD\ PXHUWHROHVLRQHVGHXQDRPiVSHUVRQDV (OVXFHVRSXHGHWHQHUVHULDVUHSHUFXVLRQHV SDUDODFRPSDxtDLQYROXFUDGDLQFOXVRSXH GHDPHQD]DUVXH[LVWHQFLDIXWXUD3RUHOOR OD JHVWLyQ GH ODV FULVLV VH FRQYLHUWH LQPH GLDWDPHQWH HQ ODV 5HODFLRQHV 3~EOLFDV GH ODVFULVLVµS /RV DXWRUHV 3LxXHO 9LOODIDxH 3L]]RODQWH )LWD 'HO 3XOJDU FRLQFLGHQHQGHFODUDUTXHXQDRUJD QL]DFLyQVHHQFXHQWUDHQFULVLVFXDQGRKD SURGXFLGR XQ LPSDFWR HQ OD FRPXQLGDG KDFDXVDGRPXHUWHVRGDxRVDODVSHUVRQDV KD JHQHUDGR OD LQWHUUXSFLyQ GH ODV RSHUD FLRQHV KD FDXVDGR VHULRV GDxRV DPELHQ WDOHV KD JHQHUDGR SUREOHPDV SROtWLFRV UHJXODWRULRV \ FXDQGR OD FREHUWXUD GH OD VLWXDFLyQ SRU SDUWH GH ORV PHGLRV KD VLGR QHJDWLYD %LVTXHUW SRU VX SDUWH KDEOD GH GL YHUVRV WLSRV GH FULVLV GH IXQFLRQHV GH PRGHOR \ GH SUR\HFWR &DGD XQR GH HOORV LPSOLFDGLYHUVRVJUDGRVGHFRPSURPLVR\ HIHFWRVHQHOIXQFLRQDPLHQWRLQVWLWXFLRQDO ODSURVSHFWLYD\ODSURSLDVXSHUYLYHQFLDGH ODRUJDQL]DFLyQORFXDOVLJQLÀFDTXHWRGDV ODV SHUVSHFWLYDV \ PLUDGDV SRVLEOHV HVWD UiQ DFRPSDxDGDV GH SURFHVRV GLQiPLFRV GH FRPXQLFDFLyQ HVWUDWpJLFD HQWHQGLGD FRPRKHUUDPLHQWDGHJHVWLyQ 3UHFULVLV&ULVLV\3RVWFULVLV (O SURFHVR GH ODV FULVLV DEDUFD WUHV HWDSDV SUHFULVLV FULVLV \ SRVW FULVLV /D FRPXQLFD FLyQ GH FULVLV GHEH DVXPLUVH FRPR XQR GH ORV JUDQGHV SURJUDPDV GH OD FRPXQLFDFLyQ FRUSRUDWLYD FRPR XQ HOHPHQWR HVWUDWpJLFR HQ OD JHVWLyQ GH ODV RUJDQL]DFLRQHV SRUTXH ODVFULVLVODVDIHFWDQHQVXWRWDOLGDGLPSDFWDQ ODLPDJHQGHODVPLVPDV\SRUTXHDGHPiV WLHQHQXQDJUDQLQÁXHQFLDHQWRGRVXGHVHP SHxR(OQRJHVWLRQDUODVGHVGHODVFRPXQLFD FLRQHVFRQOOHYDDODSpUGLGDGHDXWRQRPtD LGHQWLGDG\FRKHVLyQQRVRODPHQWHHQVXLQ WHULRUVLQRIUHQWHDWRGRVVXVS~EOLFRV 43 44 Pp 39 - 55. Nº 8. noviembre 2012 3UHFULVLV /D UHVSRQVDELOLGDG GH OD FRPXQLFDFLyQ HQ HVWD HWDSD LPSOLFD RUJDQL]DU LQWHUQDPHQ WH OD HQWLGDG HQ PDWHULD LQIRUPDWLYD VREUH ORV WHPDV SRWHQFLDOPHQWH SHOLJURVRV VDEHU FyPRLGHDUHVWUDWHJLDVSURDFWLYDVFRPSUHQ GHUFyPRRSHUDQORVPHGLRVGHFRPXQLFD FLyQ \ SODQWHDU HVWUDWHJLDV SDUD GLULJLUVH D WRGRV ORV S~EOLFRV HV GHFLU GHVGH VX IXQ FLyQD\XGDUDODRUJDQL]DFLyQSDUDSUHYHU \SUHSDUDUVH´SDUDORSHRUµ $OLQWHULRUGHXQDRUJDQL]DFLyQODFRPXQL FDFLyQHÀFLHQWH\RSRUWXQDVHDGHODQWDSRU XQD SDUWH SDUD UHGXFLU GH PDQHUD LPSRU WDQWHODLQFHUWLGXPEUH\ORVUXPRUHV\SRU RWUD SDUD FUHDU HVSDFLRV GH LQIRUPDFLyQ SDUWLFLSDFLyQ\RSLQLyQHQWUHVXVPLHPEURV $OUHVSHFWR)LWDGLFHTXHXQDRUJDQL ]DFLyQRHPSUHVDTXHXWLOL]DWRGRVVXVPH FDQLVPRV GH FRPXQLFDFLyQ SXHGH JHQHUDU XQRV PHFDQLVPRV GHIHQVLYRV LPSRUWDQWHV SDUD FRQVHJXLU FRQWUDUUHVWDU OD FULVLV SRU TXH SRGUi FRQRFHU PHMRU VX FXOWXUD VX VL WXDFLyQGHQWURGHODVRFLHGDGVXSURGXFWR ODV OH\HV TXH H[LVWHQ HQ VX HQWRUQR HO S~ EOLFRDTXLHQVHGLULJHVHDUHDORSRWHQFLDO LQWHUQRRDODRSLQLyQS~EOLFDHQJHQHUDO (3) Grupos de interés que afectan o se ven afectados por las organizaciones (Q HVWH SXQWR HV QHFHVDULR VHxDODU TXH HO WUDEDMR GH FRPXQLFDFLyQ WDPELpQ UHTXLHUH HQIRFDUVHDOIRUWDOHFLPLHQWRGHODFXOWXUDRU JDQL]DFLRQDO GH PDQHUD TXH ORV SODQHV GH PDQHMR GH FULVLV VHDQ FRQRFLGRV SRU WRGRV ORV HPSOHDGRV \R IXQFLRQDULRV /D FXOWX UDVHHQWLHQGHFRPRORVYDORUHVSULQFLSLRV QRUPDV\ÀORVRItDTXHMXQWRFRQODLGHQWL GDG\ODLPDJHQFRQVWUX\HQFRQVROLGDQ\ VRVWLHQHQ OD FRQÀDQ]D GH OD HPSUHVD HQ HO WLHPSR 3L]]RODQWH 3RU VX SDUWH ,V ODV\*XWLpUUH]HQIDWL]DQTXHODÀOR VRItD LQVWLWXFLRQDO FXPSOH FRQ HO SURSyVLWR GHFRQIHULUVHQWLGR\VLJQLÀFDGRDFDGDXQD GH ODV DFFLRQHV GH OD RUJDQL]DFLyQ IRUMDQ GRXQDFXOWXUDTXHSHUPLWLUiWUDVFHQGHUHO VLPSOH SUDJPDWLVPR RSHUDWLYR /D KLVWRULD \ODÀORVRItDUHSUHVHQWDQHOIXQGDPHQWRGH ODLGHQWLGDGFXOWXUDOGHODVVRFLHGDGHVFRPR GHODVLQVWLWXFLRQHV1LQJXQDLQVWLWXFLyQVH SXHGHGDUHOOXMRGHGHVSUHFLDUVXKLVWRULD\ VXFXOWXUD6LORKDFHHOSUDJPDWLVPRGHÀQL UiVXSRVLEOHGHVWLQR (Q OD SUHFULVLV VH PDQLÀHVWDQ ORV SULPHURV VtQWRPDV SHUR OD RUJDQL]DFLyQ GHEH HQ FRQWUDUVHSUHSDUDGDSDUDDIURQWDUODORFXDO VLJQLÀFD TXH HVWH SODQ HVWi LQWHJUDGR D ORV SURFHVRVGHSODQLÀFDFLyQHVWUDWpJLFDFRUSR UDWLYD<HVDSUHSDUDFLyQGHVGHODFRPXQL FDFLyQ LQFOX\H IRUPDU SDUWH GHO FRPLWp GH FULVLVSUHSDUDUDODRUJDQL]DFLyQSDUDODVL WXDFLyQHODERUDUHOPDQXDOGHFULVLVWHQHU SUHSDUDGDODFDUSHWDGHFULVLVHVWDEOHFHUXQ FHQWURGHFULVLV\HQWUHQDUDORVYRFHURV8QD HVWUDWHJLDFRPXQLFDFLRQDOGHEHHVWDULQVHUWD HQWRGDV\FDGDXQDGHODVDFWLYLGDGHVFUt WLFDV GH OD RUJDQL]DFLyQ VREUH WRGR VL VXV FULVLVWLHQHQHOSRWHQFLDOGHDIHFWDUDPLOHVR PLOORQHVGHSHUVRQDV$VtSUHYHQLUSODQHDU \FRQWDUFRQXQHTXLSRGHUHVSXHVWDVHFRQ YLHUWHHQXQDIRUWDOH]D\HQXQRGHORVPHMR UHVDFWLYRVGHODJHVWLyQGHODFRPXQLFDFLyQ 'H QR WHQHU XQ SODQ VHJ~Q &DSRQLJUR ODVUHSHUFXVLRQHVGHODVFULVLVSXH GHQ FDXVDU GDxRV HQ VX UHSXWDFLyQ SpUGL GD GH FUHGLELOLGDG GLVPLQXFLyQ GH YHQWDV \ JDQDQFLDV LQFUHPHQWR GH FRVWRV SDUD UHVDUFLU GDxRV GHFUHPHQWR HQ OD SURGXF WLYLGDG FDPELRV HQ ORV QLYHOHV HMHFXWLYRV KDVWD HO FLHUUH GHÀQLWLYR SRU HMHPSOR GH ODHPSUHVD/RPLVPRVXFHGHFRQGLIHUHQ WH FRQVHFXHQFLD \ PDJQLWXG HQ ORV RUJD QLVPRV JXEHUQDPHQWDOHV FXDQGR QR HVWiQ SUHSDUDGRV SRU HMHPSOR SDUD PDQHMDU ORV HIHFWRVGHGHVDVWUHVQDWXUDOHVKXHOJDVRSD URVGHGLIHUHQWHVVHFWRUHVVRFLDOHVLPSDFWR GHODVGLYHUVDVPHGLGDVTXHSXHGHQWRPDU WULEXWDULDV ODERUDOHV GH VHJXULGDG HWF FRUUXSFLyQ GH VXV IXQFLRQDULRV UHODFLRQHV LQWHUQDFLRQDOHVRGLVSXWDVS~EOLFDVHQWUHORV GLIHUHQWHVSRGHUHV 6LQ HPEDUJR HVWDU SUHSDUDGRV \ WHQHU XQ SODQQRHVVXÀFLHQWHODVRUJDQL]DFLRQHVKDQ GHELGRFRQVWUXLUODUHSXWDFLyQTXHPDQHMDQ VXVVWDNHKROGHUVODFXDOOHJHQHUDFUHGLELOL GDG \ FRQÀDQ]D IUHQWH D HOORV \ OH SHUPLWH XQD PHMRU UHVROXFLyQ GH OD FULVLV DO SRGHU FRQWDUFRQWRGRVORVS~EOLFRVGHVXLQWHUpV WHQHUORV GH VX SDUWH \ FRQYHUWLUORV HQ VXV DOLDGRV /D UHSXWDFLyQ HV XQ FDStWXOR PX\ LPSRUWDQWHHQODJHVWLyQGHODVFULVLVTXHOD RUJDQL]DFLyQHQVXGtDDGtDKDGHELGRFRQV WUXLU PDQWHQHU \ GHIHQGHU OD UHSXWDFLyQ HVWDELOL]D OD SHUFHSFLyQ S~EOLFD DFHUFD GH Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional OD RUJDQL]DFLyQ SRU WUHV HIHFWRV FRQVXVWDQ FLDOHVDVXSURSLDQDWXUDOH]DODKDFHPHQRV YXOQHUDEOH D ODV WXUEXOHQFLDV LQIRUPDWLYDV TXH WRGD FULVLV SURYRFD FRQVWLWX\H XQ DX WpQWLFR HVFXGR DQWL FULVLV SRUTXH VXSRQH XQDUHVHUYDGHFRQÀDQ]DFRQORVVWDNHKROGHUV HVWUDWpJLFRV\GHODPLVPDIRUPDTXHH[LJH PiVWLHPSRSDUDIRUPDUVHWDPELpQHVPH QRVYROiWLOTXHODSURSLDLPDJHQFRUSRUDWL YD9LOODIDxH 0LWURII\3HDUVRQFODVLÀFDQHQFLQFR HWDSDVODSUHSDUDFLyQGHXQDFULVLVSDUWLHQ GRGHOLQWHUpVFRQWLQXDQGRFRQHOFRPSUR PLVRORVUHFXUVRVDVLJQDGRVSDUDVXPDQH MRORVSURFHGLPLHQWRV\ODFRPXQLFDFLyQ'H DFXHUGRFRQHVWRVGRVDXWRUHVHQODSULPHUD HWDSD OD JHVWLyQ GH FULVLV ´WLHQGH D QR VHU XQDSULRULGDGSDUDQDGLHGHOQLYHOGHODDOWD GLUHFFLyQµHQODVHJXQGD´JHQHUDOPHQWHVH KDH[WHQGLGRDDOJXQRVPLHPEURVGHOHTXL SRDGPLQLVWUDWLYRµHQODWHUFHUD´PXFKRV PLHPEURVGHOHTXLSRGHDOWDGLUHFFLyQSXH GHQKDEHUHPSH]DGRDWHQHUHQFXHQWDHOYD ORUGHODJHVWLyQGHFULVLVµHQODFXDUWDHWD SD´VHGDODFUHDFLyQGHXQHTXLSRGHFULVLV TXHWHQGUiODUHVSRQVDELOLGDGGHIDFLOLWDU\ IRUPDOL]DUORVHVIXHU]RVGHHVWDJHVWLyQµ< HQ OD TXLQWD HWDSD OD RUJDQL]DFLyQ UHDOL]D ´PRGHODFLyQGHUROHVDVLJQDFLyQGHUHFXU VRV HYDOXDFLyQ GH UHVXOWDGRV \ VLVWHPDV GH JUDWLÀFDFLyQ $GHPiV HVWDV DFFLRQHV \ UHFXUVRVDSR\DQORVHVIXHU]RVGHJHVWLyQGH FULVLVHQWRGRVORVWLSRVGHFULVLVµ &ULVLV (QODFULVLVVHHIHFW~DXQGLDJQyVWLFRULJX URVR GH VX RULJHQ VH PRYLOL]DQ WRGRV ORV UHFXUVRVSDUDFRPEDWLUOD\VHDQWLFLSDQODV FRQVHFXHQFLDV TXH HQ WRGRV ORV yUGHQHV DIHFWDUiQ OD DFWLYLGDG GH OD RUJDQL]DFLyQ (VWD IDVH VXHOH FRLQFLGLU FRQ TXH HO KHFKR WUDVFLHQGH DO H[WHULRU D WUDYpV GH ORV PH GLRVGHFRPXQLFDFLyQ\FRPLHQ]DHOHVFUX WLQLRS~EOLFRHQWRUQRDODRUJDQL]DFLyQ /RVGRVDVSHFWRVTXHPDUFDQODHYROXFLyQ SRVLWLYD R QHJDWLYD GH OD FULVLV VRQ OD HOL PLQDFLyQ R QHXWUDOL]DFLyQ GH ODV FDXVDV TXHODRULJLQDURQ\ODFRPXQLFDFLyQTXHVH KDJD GH HOOD FX\D HÀFDFLD HVWi DVRFLDGD D XQDDFWLWXGSURDFWLYDSRUSDUWHGHODRUJD QL]DFLyQHQODVHOHFFLyQGHODVDXGLHQFLDV\ PHQVDMHVFODYH\HQHOFRQWUROSDUDHYLWDU SHUFHSFLRQHV \ UXPRUHV TXH SXHGHQ DJX GL]DUVXVHIHFWRVQHJDWLYRV 3LxXHO FODVLÀFy HQ FLQFR ODV HVWUD WHJLDV GH FRPXQLFDFLyQ HQ XQD FULVLV GHO VLOHQFLR GH QHJDFLyQ GH WUDQVIHUHQFLD GH UHVSRQVDELOLGDGHV GH FRQIHVLyQ \ GH GLV FUHFLyQ FRQWURODGD $XQTXH YDULRV DXWR UHV FRLQFLGHQ FRQ 3LxXHO HQ FODVLÀFDU GH HVWD PDQHUD ODV HVWUDWHJLDV FRPXQLFDWLYDV HQ VLWXDFLRQHV GH FULVLV XQ JUDQ Q~PHUR GHHQWLGDGHVODVKDQDGRSWDGRFRPRJXtD \ PRGHOR /ySH] QR FRLQFLGH FRQ HOODV SRUTXH FRQVLGHUD TXH VXV HIHFWRV VRQ QHJDWLYRV SRU ODV VLJXLHQWHV UD]RQHV VLVHSURGXFHHOVLOHQFLRVHJHQHUDUiQUX PRUHVSRUTXHODVRFLHGDGHVWiHVSHUDQGR XQD UHVSXHVWD IUHQWH D OD FULVLV 6L VH RSWD SRUODQHJDFLyQHVWDVXHOHGHULYDUHQXQD SURJUHVLYD\PDWL]DGDDVXQFLyQGHUHVSRQ VDELOLGDGHVFX\DFRQVHFXHQFLDGLUHFWDHVOD SpUGLGDGHFUHGLELOLGDG6LSRUHOFRQWUDULR OD HOHFFLyQ HV OD WUDQVIHUHQFLD GH UHVSRQ VDELOLGDGHVWDDFW~DGLFH/ySH]FRPRXQ ERRPHUDQJHQFRQWUDGHTXLHQODHVJULPLy FRPRDUJXPHQWRGHIHQVLYR&RQVLGHUDTXH ODFRQIHVLyQSXHGHPLQLPL]DUODKRVWLOLGDG HQODRSLQLyQS~EOLFDDQWHXQHUURUGHFRQ VHFXHQFLDV JUDYHV SHUR DGYLHUWH TXH HVWD HVWUDWHJLD SXHGH DGHODQWDUVH GH PDQHUD WHPSRUDO/DFRQIHVLyQSRUVtVRODQRHVYi OLGD\JHQHUDH[SHFWDWLYDVHQWUHODVDXGLHQ FLDVFODYH (Q HO FDPSR GH OD FRPXQLFDFLyQ GHVGH RWUDSHUVSHFWLYD)LWDYLQFXODORRU JDQL]DFLRQDODODFULVLVFODUDPHQWHKDFLHQ GRpQIDVLVHQTXHOXHJRGHUHDOL]DUXQDQi OLVLVIXQFLRQDOGHODRUJDQL]DFLyQVHGHEHQ H[DPLQDUORVQLYHOHVGHFRPXQLFDFLyQH[LV WHQWHV HQ OD HPSUHVD FRQ ORV IXQFLRQDULRV \RHPSOHDGRVHQWRGDVVXVGLPHQVLRQHV \VHGHWHUPLQDUiVLORVPHFDQLVPRVXWLOL]D GRVSDUDFRQVHJXLUXQDFRPXQLFDFLyQÁXL GDGHQWURGHODRUJDQL]DFLyQIXQFLRQDQFR UUHFWDPHQWH6HxDODTXHWRGDFULVLVDOFUHDU XQDVLWXDFLyQGHXUJHQFLD\GHHPHUJHQFLD SURGXFLUi FRUULHQWHV GH QRWLFLDV QHJDWLYDV TXH QHFHVLWDUiQ UHVROYHUVH UiSLGDPHQWH ORV PHGLRV GH FRPXQLFDFLyQ DYDQ]DUiQ PiVGHSULVDTXHODUHDFFLyQGHODRUJDQL 45 46 Pp 39 - 55. Nº 8. noviembre 2012 ]DFLyQ\DTXHHOORVWLHQHQODSRVLELOLGDGGH WUDWDUHOSUREOHPDHQWLHPSRUHDOPLHQWUDV TXHODHPSUHVDGHEHGLVFHUQLUHQWUHGHVFX EULU ODV FDXVDV TXH KDQ SURGXFLGR HO SUR EOHPD \ DWHQGHU D ORV PHGLRV GH FRPXQL FDFLyQSDUDGDUH[SOLFDFLRQHVGHXQKHFKR IUHQWHDOFXDOD~QQRWLHQHQWRGRVORVGDWRV DGHFXDGRVSDUDSURQXQFLDUVH 'HQWUR GH HVWH SURFHVR GH FRQWURO GH OD FRPXQLFDFLyQ 9LOODIDxH OODPD OD DWHQFLyQ VREUH OD LPSRUWDQFLD GH OD HOD ERUDFLyQGHXQPDSDGHVWDNHKROGHUVGHOD RUJDQL]DFLyQTXHWHQGUiFRPRFULWHULRVOD LGHQWLÀFDFLyQ\VHOHFFLyQGHVGHGLIHUHQWHV SHUVSHFWLYDV$HVWHUHVSHFWR3LxXHO VHxDODTXHODHPSUHVDYHDXPHQWDUHOQ~ PHUR \ OD GLYHUVLGDG GH ORV S~EOLFRV DQWH ORVTXHVHWLHQHTXHMXVWLÀFDUHQVLWXDFLRQHV GHFULVLVDQWHORFXDOUHFRPLHQGDXQFXLGD GRVRPDQHMRGHORVPHQVDMHVFRQFDGDXQR GHHOORVSDUDSURSRUFLRQDUOHVODVLQIRUPD FLRQHVTXHUHFODPDQ\HVSHFLDOPHQWHSDUD ´FUHDUXQVHQWLPLHQWRGHFRKHVLyQµHQORV S~EOLFRVLQWHUQRVDORVTXHGHQRPLQD´ORV GHFDVDµ )UHQWHDORVVWDNHKROGHUV0LWURII\3HDUVRQ GHVWDFDQ HO WUDEDMR SULQFLSDO GHO SRUWDYR] VHxDODQGR TXH VH GHEH FHQWUDU HQ FRPXQLFDUVH GH PDQHUD HIHFWLYD FRQ ORVJUXSRVGHLQWHUpVWDQWRLQWHUQRVFRPR H[WHUQRVHQXQLGLRPDGLUHFWR3RUVXSDU WH 'HO 3XOJDU GD XQ JUDQ pQIDVLV D ´FRPXQLFDUFRQHÀFDFLDµ\SURSRQHXQDV SHFWR TXH FRQVLGHUD SULRULWDULR FXLGDU HO OHQJXDMH XWLOL]DGR HQ ODV FULVLV SDUD FDGD XQRGHORVPHGLRVWHQLHQGRHQFXHQWDVX GLIHUHQWHQDWXUDOH]D\HVHQFLD 3RVWFULVLV /DV FULVLV GHMDQ VLHPSUH XQ DSUHQGL]DMH TXHLPSOLFDUHDOL]DUHYDOXDFLRQHV\DQiOLVLV GHO VXFHVR GH OD HIHFWLYLGDG GHO SODQ GHO IXQFLRQDPLHQWRGHOFRPLWpGHODSDUWLFLSD FLyQ GH ODV DXWRULGDGHV GH OD HIHFWLYLGDG GHODVUHVSXHVWDVRIUHFLGDV\GHODSHUFHS FLyQGHODFRPXQLGDGVREUHODFULVLV\VREUH ODRUJDQL]DFLyQ/DVRUJDQL]DFLRQHVSUHSD UDGDVSDUDODVFULVLVH[DPLQDQ\FRQWUDVWDQ ORVIDFWRUHVTXHOHVSHUPLWLHURQDFWXDUELHQ \ DTXHOORV TXH LQKLELHURQ VX JHVWLyQ 0L WURII\3HDUVRQ\HQODPHGLGDGHOR SRVLEOHORKDFHQVLQEXVFDUFXOSDEOHV/DV RUJDQL]DFLRQHV SURSHQVDV D OD FULVLV SRU HO FRQWUDULR SRQHQ PiV pQIDVLV HQ HQFRQ WUDUH[FXVDV\HQEXVFDUFXOSDEOHVTXHHQ DSUHQGHU /DVHQVHxDQ]DVGHODVFULVLVSRQHQHQHYL GHQFLD ODV JUDYHV GHELOLGDGHV GH OD RUJD QL]DFLyQ 3LxXHO LQFOXVLYH HQ VX SROtWLFDGHFRPXQLFDFLyQGHELOLGDGHVTXH GHMDQ XQD KXHOOD JHQHUDOPHQWH LQGHOHEOH HQTXLHQHVODYLYLHURQ (Q OD SRVWFULVLV TXH VH SURORQJD GXUDQWH XQ ODUJR SHULRGR GH WLHPSR ORV SULQFLSD OHV REMHWLYRV VRQ UHFXSHUDU UiSLGDPHQWH ODQRUPDOLGDGSUHYLDDODVLWXDFLyQUHVWD EOHFHUHOHTXLOLEULRUHVWDEOHFHUODLPDJHQ\ OD UHSXWDFLyQ FRUSRUDWLYDV FRPSUREDU ODV FRPSHQVDFLRQHVDWHUFHURVKDFHUXQEDODQ FHGHODHÀFDFLD\UHWURDOLPHQWDUHOGLVSR VLWLYRDQWLFULVLVIUHQWHDO&RPLWp/DPLVLyQ HQ HVWD HWDSD HV GHYROYHU OD FRQÀDQ]D D WRGRV ORV S~EOLFRV FRPXQLGDG VRFLHGDG RSLQLyQS~EOLFDPHGLRVGHFRPXQLFDFLyQ HQ ODV HPSUHVDV LQWHUQRV H[WHUQRV HWF 'H 9HQJRHFKHD VXJLHUH XQD DFWLYL GDG SXQWXDO FRQ ORV PHGLRV GH FRPXQL FDFLyQ UHWURDOLPHQWDUORV VREUH HO FDVR LQGLFDQGRFyPRVHVREUHYLYLyDODFULVLV\ FRQYHUWLUVHHQXQ´DJHQFLDGHQRWLFLDVµHQ XQDIXHQWHDXWRUL]DGDGHLQIRUPDFLyQ(Q FXDOTXLHU FDVR VH HYLWDUi HO WULXQIDOLVPR FXDQGR OD FULVLV KD\D WHUPLQDGR SDUWLFX ODUPHQWHELHQVLQTXHHVWRVLJQLÀTXHTXH ODRSLQLyQS~EOLFDQRGHEDHQWHUDUVHGHODV DFFLRQHV DGHODQWDGDV SDUD UHFXSHUDUVH \ UHVWDEOHFHUODFRQÀDQ]D 0HWRGRORJtD (VWD LQYHVWLJDFLyQ GH FRUWH HWQRJUiÀFR VH GHVDUUROOy HQ WUHV HWDSDV OD SULPHUD WLHQH FRPR REMHWLYR FRPSUHQGHU HO PDQHMR GH ODV FULVLV HQ ODV RUJDQL]DFLRQHV FyPR GH EHQFRPXQLFDUVH\FXiOHVVRQODVGLIHUHQWHV WHQGHQFLDV \ FRUULHQWHV H[LVWHQWHV HQ HVWH FDPSR/DKLSyWHVLVSODQWHDTXHDXQTXHHQ ORV WUHV VHFWRUHV SULYDGR S~EOLFR \ PXOWL QDFLRQDOVHXWLOL]DXQPRGHORJHQHUDOPHQWH Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional UHFRQRFLGR\DFHSWDGRSDUDHOPDQHMRGHODV FULVLVVXDSOLFDFLyQQRHVLJXDOHQFDGDXQR GH HOORV OOHYiQGRORV D DGRSWDU XQ PRGHOR SURSLRFRQHIHFWRVGLIHUHQWHVHQFDGDFDVR /DVHJXQGDHWDSDFRPSUHQGHHOWUDEDMRGH FDPSR TXH VH UHDOL]y FRQ RUJDQL]DFLR QHVGHFDGDVHFWRUHVWHWUDEDMRGDFXHQ WD GH OD PDQHUD FRPR ORV FRPXQLFDGRUHV VH SUHSDUDQ GHVGH VX iUHD SDUD PDQHMDU ODVFULVLVHQODVGLIHUHQWHVHWDSDVSUHGX UDQWH\SRVW(OFRPSURPLVRFRQORVFRPX QLFDGRUHV IXH PDQWHQHU HQ HO DQRQLPDWR DODVRUJDQL]DFLRQHVSRUORTXHDSDUHFHQ SRU VHFWRUHV \ QR FRQ VX UD]yQ VRFLDO /D PXHVWUDDEDUFyRUJDQL]DFLRQHVGHGLIHUHQ WHDFWLYLGDGHQFDGDVHFWRUFRQVHGHHQ%R JRWi TXH VH VHOHFFLRQDURQ FRQ HO FULWHULR GHUHFRQRFLPLHQWRUHSXWDFLyQFREHUWXUDH LPSDFWR GH VX DFWLYLGDG HQ OD FRPXQLGDG \ SRUTXH KDQ VRUWHDGR FULVLV GH GLIHUHQWH PDJQLWXGHQGLYHUVRVPRPHQWRVGHVXKLV WRULD/DVHPSUHVDVSULYDGDVSHUWHQHFHQD ORV VHFWRUHV ÀQDQFLHUR HGXFDWLYR FRPHU FLDOSURWHFFLyQVRFLDOJUXSRGHDVLVWHQFLD PpGLFDLQWHJUDO\SURPRWRUDGHVDOXG/DV HQWLGDGHV S~EOLFDV SHUWHQHFHQ D ORV VHF WRUHV GH PDQHMR GH ULHVJR DJURSHFXDULR GHIHQVDWUDQVSRUWHPDUtWLPR\VDOXG/DV HPSUHVDV PXOWLQDFLRQDOHV D ORV VHFWRUHV DpUHR IDUPDFpXWLFR DOLPHQWRV UHIUHVFRV DFHLWHV\JUDVDV\VHUYLFLRVS~EOLFRV (OLQVWUXPHQWRXWLOL]DGRHQODLQYHVWLJDFLyQ GH FDPSR HV OD HQWUHYLVWD VHPLHVWUXFWXUD GDTXHWLHQHUHODWLYRJUDGRGHÁH[LELOLGDG DO FRQWHQHU SUHJXQWDV DELHUWDV \ FHUUDGDV \RIUHFHUODSRVLELOLGDGDOHQWUHYLVWDGRUGH DPSOLDU R SUHFLVDU OD LQIRUPDFLyQ SRU OD TXH VH LQGDJD (V XQD WpFQLFD TXH SHUPL WHHOFRQWDFWRGLUHFWRFRQHOHQWUHYLVWDGR\ ODOHFWXUDSRUSDUWHGHOHQWUHYLVWDGRUGHOD LQWHJUDOLGDG GH VX OHQJXDMH FRUSRUDO SRU ORTXHVHJHQHUDXQDFRPXQLFDFLyQÁXLGD HQWUHTXLHQHVLQWHUDFW~DQ (O FXHVWLRQDULR GH OD HQWUHYLVWD FRQWLHQH FLQFRFRPSRQHQWHVLGHQWLÀFDFLyQGHODWL SRORJtD\RULJHQGHODVFULVLVHOPDQHMRGH ODFRPXQLFDFLyQHQODSUHFULVLVHOPDQHMR GH OD FRPXQLFDFLyQ HQ OD FULVLV HO PDQH MRGHODFRPXQLFDFLyQHQODSRVWFULVLV\OD LGHQWLÀFDFLyQGHORVPRGHORVDSOLFDGRVHQ ODVFULVLV/RVWHPDVTXHVHFRQVXOWDQHQODV HQWUHYLVWDVVXUJHQGHORVHOHPHQWRVGHHV WXGLRGHULYDGRVGHODQiOLVLVWHyULFR (QODWHUFHUDHWDSDFRQORVUHVXOWDGRVREWH QLGRVGHODQiOLVLVHLQWHUSUHWDFLyQGHODVHQ WUHYLVWDVFRWHMDGRVFRQORVUHVXOWDGRVGHOD SULPHUDHWDSDHOHVWXGLREXVFDLGHQWLÀFDU SRU XQ ODGR HO DFHUFDPLHQWR GH OD FRPX QLFDFLyQGHODVFULVLVGHODVRUJDQL]DFLRQHV HVWXGLDGDVDORVSUHVXSXHVWRVWHyULFRVFRQ VLJQDGRVHQODSULPHUDSDUWHGHOWUDEDMR\ SRURWURODVGLYHUJHQFLDV\FRLQFLGHQFLDVGH HVWHPDQHMRHQORVWUHVVHFWRUHVDQDOL]DGRV 5HVXOWDGRV 2ULJHQ\WLSRORJtD GHODVFULVLV /RVWUHVVHFWRUHVFRLQFLGHQHQGHFODUDUVHHQ FULVLVFXDQGRHOKHFKRLPSDFWDODRSHUDFLyQ QRUPDOGHVXVDFWLYLGDGHVWUDVFLHQGHDORV PHGLRV GH FRPXQLFDFLyQ \ DIHFWD VX LPD JHQ(QHOVHFWRUSULYDGRWDPELpQVHGHFOD UDQHQFULVLVFXDQGRODVLWXDFLyQLPSOLFDXQ DOWRULHVJR\HQHOVHFWRUPXOWLQDFLRQDOFXDQ GRDIHFWDDVXVFOLHQWHVRXVXDULRV 6HHQFXHQWUDTXHHORULJHQGHODVVLWXDFLRQHV FUtWLFDV HQ ORV WUHV VHFWRUHV HVWi GDGR IXQ GDPHQWDOPHQWH SRU DFFLRQHV GH ODV SHUVR QDVHQWHQGLGRHVWRFRPRRPLVLRQHVRQHJOL JHQFLDIUHQWHDVXVDFWLYLGDGHV\RIDOWDGH SUHSDUDFLyQ\FRQRFLPLHQWRHQFXDQWRDOD ´OHFWXUDµ\PDQHMRGHHVWDV 3RUORWDQWRODWLSRORJtDGHODVFULVLVHQORV WUHVVHFWRUHVHVWXGLDGRVVHFDUDFWHUL]DFRPR GHSURFHVR\RGHIXQFLyQ'HSURFHVRSRU ODVFLUFXQVWDQFLDVTXHLPSDFWDQHOGHVDUUR OORQRUPDOGHODVDFWLYLGDGHV\GHIXQFLyQ SRUODDFFLyQXRPLVLyQGHODVSHUVRQDVTXH GHVDUUROODQ GLFKRV SURFHVRV OR FXDO VHxDOD XQ GHELOLWDPLHQWR GH ORV PHFDQLVPRV GH FRQWURO(VWDWLSRORJtDLPSOLFDGLVWLQWRVJUD GRVGHFRPSURPLVR\GHHIHFWRVHQHOIXQ FLRQDPLHQWRLQVWLWXFLRQDOHQODSURVSHFWLYD \HQDOJXQRVFDVRVHQODSURSLDVXSHUYLYHQ FLDGHODRUJDQL]DFLyQ 47 48 Pp 39 - 55. Nº 8. noviembre 2012 &XDQGRVHLGHQWLÀFDXQDVLWXDFLyQSRWHQFLDO GHFULVLVODRUJDQL]DFLyQGHEHDFWXDUGHLQ PHGLDWRSDUDHYLWDUTXHDOFDQFHODVHJXQGD LQVWDQFLDTXHVHGHQRPLQDODHPHUJHQWH1R REVWDQWHHVWDVFLUFXQVWDQFLDVHYROXFLRQDQ\ ÀQDOL]DQHQFULVLVDYHFHVSURIXQGDVHQORV VHFWRUHVSULYDGR\S~EOLFRSRUTXHODUXWLQD FUHDH[FHVLYDFRQÀDQ]D\VHVLHQWHQEOLQGD GRV FRQWUD VLWXDFLRQHV GLItFLOHV FRQVHFXHQ WHPHQWHQRSUHVWDQODGHELGDDWHQFLyQDODV SULPHUDV VHxDOHV TXH GHEHUtDQ SRQHUORV HQ DOHUWD (Q HO VHFWRU PXOWLQDFLRQDO LQÁX\HQ SDUDODHYROXFLyQGHHVWDVVLWXDFLRQHVORVIDF WRUHVRYDULDEOHVTXHORVWRPDQSRUVRUSUHVD DOQRKDEHUVLGRFRQWHPSODGRVHQVXVSODQHV GHSUHYHQFLyQSRUORTXHFRQVHFXHQWHPHQWH QRKD\FRQWUROVREUHHOORV 6LELHQKD\SUHSDUDFLyQSDUDODVFULVLVHQQL YHOHVGLIHUHQWHVHQFDGDVHFWRUODViUHDVFRQ VLGHUDGDVYXOQHUDEOHVVRQWDPELpQGLVWLQWDV HQFDGDXQRGHHOORV(QHOVHFWRUSULYDGRVRQ DTXHOODV TXH WLHQHQ TXH YHU FRQ VXV VWDNH KROGHUV FRPR ODV GH VHUYLFLR \ HQ JHQHUDO ODVTXHWLHQHQFRQWDFWRFRQFOLHQWHVRXVXD ULRV HO iUHD GH WHFQRORJtD HV WDPELpQ PX\ UHOHYDQWHSRUTXHDWUDYpVGHHOODSUHVWDQHO VHUYLFLR D VXV JUXSRV GH LQWHUpV (O VHFWRU S~EOLFRVRSRUWDRWUDSUREOHPiWLFDTXHWLHQH TXHYHUFRQVXLGHQWLGDGSRUFRQVLJXLHQWH FRQVLGHUDQVXViUHDVRWHPDVYXOQHUDEOHVOD YROXQWDGSROtWLFDGHVXVGLULJHQWHVODSOXUD OLGDG GH FXOWXUDV \ OD DXVHQFLD GH SUHSDUD FLyQ SDUD PDQHMDU ODV VLWXDFLRQHV GH FULVLV /DVHPSUHVDVPXOWLQDFLRQDOHVLGHQWLÀFDQVX YXOQHUDELOLGDGHQORVQLYHOHVRSHUDWLYRVHQ ODVHJXULGDGHLQWHJULGDGGHORVHPSOHDGRV\ HQHOPDQHMRLQIRUPDWLYRTXHLQFLGHGHPD QHUDLPSRUWDQWHHQODUHSXWDFLyQ(QRFDVLR QHVVHSUHVHQWDODFULVLVHQRWURVSDtVHVSHUR DIHFWDLJXDOPHQWHDWRGDODRUJDQL]DFLyQHQ ODVGLIHUHQWHVVHGHV /D UHLQFLGHQFLD R OD LQFXUUHQFLD HQ ODV PLV PDVVLWXDFLRQHVGHFULVLVVHSUHVHQWDHQWRGRV ORVVHFWRUHV(QHOVHFWRUSULYDGRHQODViUHDV VHxDODGDVFRPRYXOQHUDEOHV\VHLQGLFDFRPR ODUD]yQSDUDTXHVHSURGX]FDODFRQÀDQ]D HQTXHVXVHVWUDWHJLDVQRYROYHUiQDIDOODU\ IDFWRUHV\DJHQWHVH[WHUQRVDODSURSLDRUJD QL]DFLyQUHODFLRQDGRVFRQHOJUDQQ~PHURGH S~EOLFRVTXHGHEHQPDQHMDU(QHOVHFWRUS~ EOLFRVHSUHVHQWDPD\RUUHLQFLGHQFLDTXHHQ HOSULYDGR\HQHOPXOWLQDFLRQDO\VHDGXFH DODIDOWDGHPRGHORVGHJHVWLyQGHFULVLVDOD PLVPDQDWXUDOH]DGHHVWHWLSRGHHQWLGDGHV\ DODDXVHQFLDGHXQDSUHQGL]DMHGHODVFULVLV \DYLYLGDV(QODVHPSUHVDVPXOWLQDFLRQDOHV ODUHLQFLGHQFLDHVIUHFXHQWHGHELGRDVXVP~O WLSOHVIUHQWHVGHWUDEDMRORTXHLPSLGHHMHUFHU GRPLQLRWRWDOVREUHORVULHVJRVDORVTXHVH YHQHQIUHQWDGDV (VWUDWHJLDV GH FRPXQLFDFLyQ HQODSUHFULVLV 'LIHUHQFLDFLyQGHPHQVDMHV \VHJPHQWDFLyQGHS~EOLFRV 'HOHVWXGLRGHODSUHFULVLVVHFRQFOX\HTXH HO GHSDUWDPHQWR GH FRPXQLFDFLRQHV HQ ORV WUHVVHFWRUHVGHVHPSHxDXQUROHVWUDWpJLFR HQHOVHQWLGRGHWUDEDMDUGLUHFWDPHQWHFRQOD DOWDMHUDUTXtDHQODVGHFLVLRQHVVREUHHOPD QHMRGHODVLWXDFLyQGHFULVLVHQORVVHFWRUHV SULYDGR \ PXOWLQDFLRQDO DGHPiV GH GHVD UUROODUVXIXQFLyQFRPXQLFDWLYDHVHOHQODFH SHUPDQHQWHFRQHOFRPLWpGHFULVLV\WUDEDMD DFWLYDPHQWHHQODSUHYHQFLyQ\VROXFLyQGH ODV PLVPDV (Q ODV HQWLGDGHV S~EOLFDV SDU WLFLSDQRVRORFRPRSURGXFWRUGHODLQIRU PDFLyQVLQRFRPRPHGLDGRU\FRRUGLQDGRU TXHSURSRQH\DVXPHGHFLVLRQHV /D FRPXQLFDFLyQ HV XQD KHUUDPLHQWD HIHF WLYD SDUD PRGLÀFDU OD DFWLWXG QHJDWLYD GH ORVS~EOLFRVTXHVLHPSUHHVWiQFRQIXQGLGRV SRUODVLWXDFLyQ$SHVDUGHOUROSURWDJyQL FRGHOiUHDGHFRPXQLFDFLRQHVHQHOVHFWRU SULYDGR QR WRGDV ODV HPSUHVDV FXHQWDQ FRQ SODQHV SDUD FRPXQLFDU ORV ULHVJRV ODV FRQWLQJHQFLDV \ ODV PLVPDV FULVLV 0D\R ULWDULDPHQWH HODERUDQ SDUD VXV GLIHUHQWHV S~EOLFRVSODQHVSDUDFDGDXQDGHHVWDVVL WXDFLRQHV ULHVJRV FRQWLQJHQFLDV FULVLV HQORVFXDOHVORVLGHQWLÀFDQ\XWLOL]DQSDUD FXPSOLU REMHWLYRV FDSDFLWDFLyQ SURJUDPDV GHVHJXULGDG\SURGXFFLyQGHPDWHULDOLP SUHVRHQHOFDVRGHODSUHYHQFLyQ 3RU VX SDUWH HO VHFWRU S~EOLFR FRPXQLFD D VXV S~EOLFRV LQWHUQRV ORV ULHVJRV ORV SHOL JURVLQPLQHQWHV\ORVSODQHVGHFRQWLQJHQ FLDDWUDYpVGHODUHODFLyQGLUHFWDFRQORVGL Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional UHFWLYRVODSiJLQDZHEGLYHUVDVFDPSDxDV \ HO PDQXDO GH FRPXQLFDFLRQHV 3HUR DTXt VRQ HYLGHQWHV ODV IDOHQFLDV HQFRQWUDGDV HQ FXDQWRDODVHJPHQWDFLyQGHS~EOLFRVH[WHU QRV\ODGLIHUHQFLDFLyQGHVXVPHQVDMHVSRU TXHQRUHFRQRFHQODHVSHFLÀFLGDGGHODVDX GLHQFLDVHQFDGDWLSRGHFULVLVJHQHUDOPHQWH XQLÀFDQ HO PHQVDMH 'H ODV VHLV HPSUHVDV HVWXGLDGDVVRORXQDDQDOL]DORVS~EOLFRVGH DFXHUGRFRQFDGDSUR\HFWR (OVHFWRUPXOWLQDFLRQDOVHHQFXHQWUDGLYLGLGR IUHQWHDODVOtQHDVGHDFFLyQGHÀQLGDVSDUDLQ IRUPDUORVULHVJRVSODQHV\FULVLVDVXVS~EOL FRV\HQHVWHVHQWLGRKDIRUWDOHFLGRODFRPX QLFDFLyQHQGRVGLPHQVLRQHVODLQWHUQD\OD H[WHUQDHQODSULPHUDDWUDYpVGHODGLYXOJD FLyQGHORVSURFHGLPLHQWRV(QHOiPELWRH[ WHUQRUHFXUUHDOPDQXDOFRPRJXtD\DOFRQ WDFWR GLUHFWR FRQ ORV FOLHQWHV R XVXDULRV (Q DOJXQRV FDVRV XWLOL]D RWUDV HVWUDWHJLDV FRPR ORV´IDFLOLWDGRUHVµ\HOGHVDUUROORGHFyGLJRV HVSHFLDOHV/DPLWDGGHODVHPSUHVDVJHVWLRQD ODFRPXQLFDFLyQDWUDYpVGHODVHJPHQWDFLyQ GH VXV DXGLHQFLDV OD GLIHUHQFLDFLyQ GH ORV PHQVDMHVODVHOHFFLyQGHORVFDQDOHVDGHFXD GRV\ODXWLOL]DFLyQGHFRQWHQLGRVSHUWLQHQWHV FRQODVLWXDFLyQ/DVGHPiVFRPSDxtDVWUDED MDQ FRQ XQ PHQVDMH ~QLFR TXH YD GLULJLGR D WRGRVVXVJUXSRV\H[FHSFLRQDOPHQWHHQXQ FDVRKDFHODGLIHUHQFLDFLyQ 0DSDGHULHVJRVFRPLWp YRFHUR\PDQXDOGHFULVLV PHQWRGHODFULVLV\QRSRUPDQWHQHUVHSHU PDQHQWHHQHOWLHPSR$ÀUPDTXHOD´FpOXOD GHFULVLVµHVODTXHSHUPLWHJHQHUDUFRQWURO HVWDELOLGDG \ DQiOLVLV GH ODV FULVLV DQWHV GH TXHVXFHGDQ\HQXQDHWDSDHQODFXDOODSUH VLyQQRVHKDFHSUHVHQWH 3DUDHVWHWUDEDMRVHDGRSWyHOWpUPLQR´FRPL WpµTXHHVPDQHMDGRHQWRGDVODVRUJDQL]DFLR QHVVLQGLIHUHQFLDFLyQGHOFRQFHSWRGHFpOXOD $VtODPD\RUFDQWLGDGGHHQWLGDGHVSULYDGDV \ S~EOLFDV OR WLHQHQ FRQIRUPDGR FRQ ORV GL UHFWLYRVGHODVGLIHUHQWHViUHDVGHODRUJDQL ]DFLyQ (Q HO VHFWRU PXOWLQDFLRQDO WRGDV ODV HPSUHVDVORWLHQHQFRQVWLWXLGR\HVWiFRQIRU PDGRSRUHO3UHVLGHQWHR*HUHQWHHO'LUHFWRU GH&RPXQLFDFLRQHV\HOGLUHFWRU\SULQFLSDOHV IXQFLRQDULRV GHO iUHD LPSOLFDGD (Q ORV WUHV VHFWRUHV KD\ XQ PRQLWRUHR SHUPDQHQWH FRQ HOÀQGHGHWHFWDUODVDOHUWDVWHPSUDQDPHQWH 'H RWUD SDUWH OD ÀJXUD GHO YRFHUR HV LQ GLVSHQVDEOH \ DVt OR HQWLHQGHQ HQ ORV WUHV VHFWRUHVORVFXDOHVWLHQHQFODURTXHTXLHQ HMHU]DODYRFHUtDGHEHFRQWDUFRQXQHQWUH QDPLHQWRSUHYLR\XQDSUHSDUDFLyQFRQWL QXD 3RU HVWH PRWLYR GHVDUUROODQ XQ SODQ \VDEHQFRQFHUWH]DGHQWURGHODFDGHQDGH PDQGRTXLpQRTXLpQHVDVXPHQHVWHSDSHO GH DFXHUGR FRQ FDGD FULVLV *HQHUDOPHQ WH H[LVWH VROR XQ YRFHUR SHUR HQ DOJXQRV FDVRVVHGHVLJQDQPiVGHGRVGHDFXHUGR FRQ HO WDPDxR \ XQLGDGHV GH QHJRFLR GH ODRUJDQL]DFLyQHQYDULDVRFDVLRQHVTXLHQ HMHUFHFRPRSRUWDYR]HVHOGLUHFWRUGHFR PXQLFDFLRQHV (QJHQHUDOORVWUHVVHFWRUHVWUDEDMDQFRQPD SDVGHULHVJRVHODERUDGRVSRUORVHVSHFLDOLVWDV GHODVGLIHUHQWHViUHDVGHODVRUJDQL]DFLRQHV FRQODSDUWLFLSDFLyQDFWLYDGHOGHSDUWDPHQWR GH FRPXQLFDFLRQHV DVt VH HYLGHQFLD HQ ORV VHFWRUHV SULYDGR \ S~EOLFR /D WRWDOLGDG GH ODVHPSUHVDVPXOWLQDFLRQDOHVFXHQWDQFRQXQ PDSDGHULHVJRVSRUVXFDUiFWHUORHODERUDQ WHQLHQGRHQFXHQWDORVOLQHDPLHQWRVLQWHUQD FLRQDOHV GH FDVD PDWUL] \ ORV DGDSWDQ ORFDO PHQWHGHDFXHUGRFRQVXVQHFHVLGDGHV (OPDQXDOHVLPSUHVFLQGLEOHSRUTXHOHSHU PLWH D OD HPSUHVD HVWDU SUHSDUDGD HQWUH QDGD\IDPLOLDUL]DGDFRQORVDVXQWRVFODYHV GHO PDQHMR GH ODV FULVLV DGHPiV SHUPLWH FRQRFHUORVSURWRFRORV\SURFHVRVGHODJHV WLyQ/RVWUHVVHFWRUHVFXHQWDQFRQPDQXD OHVGHFULVLVTXHVRQHODERUDGRVSRUODDOWD GLUHFFLyQ FRQ OD SDUWLFLSDFLyQ GHO iUHD GH FRPXQLFDFLRQHV\HQRFDVLRQHVFRQHODSR \RGHFRQVXOWRUHVH[WHUQRV $XQTXHHQ&RORPELDHOWpUPLQR´FRPLWpGH FULVLVµKDFHUHIHUHQFLDDXQHTXLSRGHWUDEDMR FRQVWDQWHHQVXDFFLRQDUIUHQWHDVLWXDFLRQHV HQ FRQÁLFWR (OL]DOGH VHxDOD TXH pVWH VHFDUDFWHUL]DSRUODLPSURYLVDFLyQHQHOPR (QHOVHFWRUSULYDGRORVWHPDVFRLQFLGHQWHV TXHFRQIRUPDQORVPDQXDOHVVRQORVPDSDV GHULHVJRHVFHQDULRVGHFULVLVFRQVXSODQ GH DFFLyQ ORV SURFHGLPLHQWRV GH PDQHMR ODV HVWUDWHJLDV GH FRPXQLFDFLyQ \ OD UHOD 49 50 Pp 39 - 55. Nº 8. noviembre 2012 FLyQFRQORVPHGLRVGHFRPXQLFDFLyQ\FRQ ODVDXWRULGDGHV (Q HO VHFWRU S~EOLFR HVWD KHUUDPLHQWD VH GHQRPLQD PDQXDO JXtD GRFXPHQWR HGX FDWLYR SURWRFROR R PDWUL] /RV FDStWXORV FRPXQHV D HVWRV GRFXPHQWRV VRQ PDQHMR GH OD LQIRUPDFLyQ PDQHMR GH OD VLWXDFLyQ HVSHFtÀFDGHFULVLVYRFHUtDHODERUDFLyQGH FRPXQLFDGRVGHSUHQVD\FRQIRUPDFLyQGHO FRPLWpSDUDFDGDFDVR 3RUVXSDUWHWRGDVODVHPSUHVDVGHOVHFWRU PXOWLQDFLRQDOFXHQWDQFRQHOPDQXDOGHFUL VLV HQ HO FXDO ORV HOHPHQWRV FRPXQHV VRQ LGHQWLÀFDFLyQ GH DXGLHQFLDV DFFLRQHV SUH YHQWLYDVPDQHMRGHODVLWXDFLyQFRQIRUPD FLyQGHOFRPLWpPHGLRVYRFHURV\PHQVDMHV ([LVWHQRWURVDVSHFWRVTXHPDQHMDQDOJXQDV FRPSDxtDV WLSRV GH FULVLV FDVRV IDOOLGRV \ H[LWRVRVGHÀQLFLyQGHFRQFHSWRVFyPRDF WXDUHQODSRVWFULVLVPLWLJDFLyQGHULHVJRV LGHQWLÀFDFLyQGHVHxDOHVUHFROHFFLyQGHGR FXPHQWDFLyQHVFHQDULRVGHFULVLVGHÀQLFLR QHVGHODSROtWLFDGHFRPXQLFDFLyQH[WHUQD\ DWHQFLyQDOS~EOLFR (O VHFWRU SULYDGR WLHQH LGHQWLÀFDGDV VXV IRUWDOH]DV\GHELOLGDGHVIUHQWHDODVFULVLV QRREVWDQWHHOPD\RUQ~PHURGHHPSUHVDV QRODVWLHQHQFRQVLJQDGDVHQXQGRFXPHQ WR /ODPD OD DWHQFLyQ TXH OD FXOWXUD GH OD RUJDQL]DFLyQIUHQWHDODVFULVLVHVGHQRPL QDGDSRUDOJXQDVHPSUHVDVFRPRVXPD\RU IRUWDOH]D\SRURWUDVHVH[SUHVDGDFRPRVX PD\RU GHELOLGDG VLJQLÀFDQGR HVWR OD LP SRUWDQFLD GH OD DSURSLDFLyQ GH OD ÀORVRItD GHYLGDFRUSRUDWLYD/DVIRUWDOH]DV\GHEL OLGDGHVODVKDQLGHQWLÀFDGRODVHPSUHVDVD WUDYpV GH VXV PHGLRV LQVWLWXFLRQDOHV \ GHO PpWRGR'2)$WDPELpQXWLOL]DGRSDUDHVWH SURSyVLWRSRUORVVHFWRUHVS~EOLFR\PXOWL QDFLRQDO (VWUDWHJLDV GH FRPXQLFDFLyQ HQODFULVLV (QODHWDSDGHFULVLVVHGHVSOLHJDWRGRHOGLV SRVLWLYRSUHSDUDGRHQODSUHFULVLVGHPD QHUD TXH VH PLQLPLFH HO WUDXPDWLVPR TXH VLHPSUHJHQHUDQHVWDVVLWXDFLRQHV 6H HQFXHQWUD WRWDO FRLQFLGHQFLD HQ ORV WUHV VHFWRUHV UHVSHFWR D GRV WHPDV GH WRWDO LP SRUWDQFLD\FXLGDGRHQHOPDQHMRGHODVFUL VLVORVPHGLRVGHFRPXQLFDFLyQ\HOXVRGH ODV UHGHV VRFLDOHV HQ HVWDV VLWXDFLRQHV /RV PHGLRVVRQFRQVLGHUDGRVFRPRDOLDGRVTXH SXHGHQ JHQHUDU DSR\R R SRU HO FRQWUDULR FRQWULEXLU DO ´GHFHVR GH OD RUJDQL]DFLyQµ VH FRQYLHUWHQ HQ XQ S~EOLFR GHWHUPLQDQWH 3DUD ORV WUHV VHFWRUHV HV LQGLVFXWLEOH OD LQ ÁXHQFLD TXH ORV PHGLRV WLHQHQ HQ HVWDV VL WXDFLRQHVQRVRODPHQWHHQODJHQHUDFLyQGH ODV FULVLV VLQR HQ VX GHVDUUROOR \ VROXFLyQ SXHGHQGLVPLQXLUHOLPSDFWRRSRUHOFRQ WUDULRSRWHQFLDOL]DUORSRUTXHORVYDORUHVGH QRWLFLDELOLGDG VH GLULJHQ KDFLD DTXHOOR TXH HVFUtWLFRRPiVFUtWLFRTXHORQRUPDO (Q FXDQWR D ORV PHGLRV XWLOL]DGRV HQ VXV FRPXQLFDFLRQHVODVQXHYDVWHFQRORJtDVGH OD LQIRUPDFLyQ KDQ YHQLGR FRQTXLVWDQGR HVSDFLRV LPSRUWDQWHV HQ HVWH VHFWRU pVWD LQÁXHQFLD HV QRWRULD HQ OD PD\RUtD GH ODV RUJDQL]DFLRQHV DO DGYHUWLUVH TXH WLHQHQ iUHDV\SURIHVLRQDOHVGHGLFDGRVDOPDQHMR H[FOXVLYR GH ODV UHGHV VRFLDOHV HVSHFLDO PHQWHSRUVXVFDUDFWHUtVWLFDVGHLPSDFWR\ GHUHVSXHVWDLQPHGLDWD/DVHQWLGDGHVTXH QRWLHQHQD~QFRQVWLWXLGDHVWDÀJXUDFRP SUHQGHQ VX LPSRUWDQFLD \ VH HQFXHQWUDQ UHDOL]DQGRORVSULPHURVLQWHQWRVSRUPDQH MDUHVWHWLSRGHPHGLRVRFLDO 6HFWRUSULYDGR (OFRQWUROLQIRUPDWLYRSDUDORVGLIHUHQWHV S~EOLFRVTXHODVHPSUHVDVGHOVHFWRUSULYD GRGHÀQLHURQELHQHQODHWDSDGHSUHFULVLV QRORGLVFULPLQDQHQHVWDHWDSDGHFULVLVGH PDQHUDTXHSDUHFLHUDVHUVXSULPHU\FDVL ~QLFR DIiQ ORV PHGLRV GH FRPXQLFDFLyQ KDFLD ORV FXDOHV WRGDV UHDOL]DQ PRQLWRUHR SHUPDQHQWHSRUHVWDUD]yQHOYRFHURWDP ELpQDGTXLHUHHQHVWHPRPHQWRWRGDODLP SRUWDQFLDGHODLQIRUPDFLyQ6HGHQRWDHQ WRQFHVHOPHQRUVLJQLÀFDGRTXHSDUDHVWDV HPSUHVDVWLHQHQORVS~EOLFRVLQWHUQRVHQOD HWDSDGHRFXUUHQFLDGHODFULVLV /D HVWUDWHJLD IUHQWH D ORV PHGLRV GH FR PXQLFDFLyQ LQLFLD FRQ OD IRUPDFLyQ \ HQ WUHQDPLHQWR GH XQ YRFHUR HQ OD HWDSD GH Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional SUHFULVLV \ FRQWLQ~D FRQ OD LQIRUPDFLyQ SHUPDQHQWHODWUDQVSDUHQFLDODDWHQFLyQGH ORVUHTXHULPLHQWRVGHORVPHGLRVGHPDQHUD RSRUWXQD\SUXGHQWH&DEHUHVDOWDUTXHXQ PHQVDMHSUHFLVR\ELHQGRFXPHQWDGRWLHQH XQJUDQYDORUQRVRORSDUDORVPHGLRVVLQR SDUDODSURSLDHPSUHVDTXHGHHVWDPDQHUD FRQVWUX\HXQPHQVDMHFRQVLVWHQWHTXHFRQ WULEX\HDIRUPDURSLQLyQDXQTXHHQRFDVLR QHVVHVDFULÀTXHODUDSLGH] (QORVPHGLRVGHFRPXQLFDFLyQSDUDHOVHF WRUSULYDGRWDPELpQHVWiQORVDVSHFWRVPiV FRPSOHMRVGHUHVROYHUHQXQDFULVLV5HFWLÀ FDUXQDLQIRUPDFLyQRDFODUDUYHUVLRQHVWHU JLYHUVDGDVHODIiQ\ODSUHVLyQGHOSHULRGLV WDSRUREWHQHUODQRWLFLDVRQORVWySLFRVTXH PiVSUHRFXSDQDODVHPSUHVDV(QVHJXQGR OXJDUYHQFRPRWHPDVFRPSOHMRVHOPDQH MR GH ODV YtFWLPDV R SHUVRQDV LQYROXFUDGDV \ HO YDFtR GH LQIRUPDFLyQ TXH WHQJDQ ORV VWDNHKROGHUVSRUTXHQRYDQDFRQRFHUHQTXp VLWXDFLyQHVWiODHPSUHVDQLFXiOHVODHYR OXFLyQGHODFULVLV /DVFULVLVFRPSURPHWHQGHVGHODUHSXWDFLyQ \RSHUDFLyQKDVWDODVXSHUYLYHQFLDGHOQH JRFLRSRUHVRVXPDQHMRHVOLGHUDGRVLHP SUHSRUODDOWDMHUDUTXtDFRQODSUHVHQFLDHQ RFDVLRQHV GHO GLUHFWRU GH FRPXQLFDFLRQHV (VWRLQGLFDHOQLYHOGHLPSRUWDQFLD\HOPD QHMRHVWUDWpJLFRTXHGDQDODVVLWXDFLRQHVGH GLÀFXOWDG\ULHVJRORFXDOOHVKDSHUPLWLGR FODUDPHQWHIRUWDOHFHUVHHQHOHQWHQGLPLHQWR \ PDQHMR GH ODV FULVLV 3RU HO FRQWUDULR HQ HVWHVHFWRUQRVHHQFXHQWUDTXHDOJ~QFDVR KD\D PLQDGR VX UHSXWDFLyQ UHFRQRFHQ OD GLÀFXOWDGGHOPDQHMRHQRFDVLRQHVSHURQR FRQHOHIHFWRGHSHUGHURDIHFWDUVXLPDJHQ ODSULPHUD\~QLFDIXHQWHGHLQIRUPDFLyQ\ PDQWHQHUXQDUHODFLyQSHUPDQHQWHFRQORV PHGLRVGHFRPXQLFDFLyQ (O VHFWRU S~EOLFR GHEH HQIUHQWDU DVSHFWRV FRPSOHMRV TXH QR WLHQHQ XQD UHVROXFLyQ LQPHGLDWDVHGHVWDFDXQDYDULHGDGGHIDF WRUHV SUHVHQFLD GH IHQyPHQRV QDWXUDOHV DVXQWRV WpFQLFRV PDQHMR GH LQIRUPDFLyQ IDOWDGHSUHSDUDFLyQ\ORVDFWRV\GHFLVLRQHV GHODVSHUVRQDV(QFXDQWRDOOLGHUD]JRTXH VH GHEH HMHUFHU HQ HVWRV FDVRV ORV GLUHFWL YRVVRQORVTXHDVXPHQODUHVSRQVDELOLGDG DFRPSDxDGRVSRUXQHVSHFLDOLVWDHQHOWHPD /D PD\RUtD GH HQWLGDGHV GHO VHFWRU FRLQ FLGHQ HQ DÀUPDU TXH HO EXHQ PDQHMR GH DOJXQDV FULVLV OHV KD SHUPLWLGR FUHFHU \ IRUWDOHFHUVXLPDJHQ\UHSXWDFLyQVRORHQ DOJXQDVVLWXDFLRQHVPX\SXQWXDOHVHOPDO GLUHFFLRQDPLHQWR KD FRQVHJXLGR DIHFWDU D VXS~EOLFRREMHWLYR 6HFWRUPXOWLQDFLRQDO 6HFWRUS~EOLFR (QODFULVLVHOFRQWUROLQIRUPDWLYRHVGHFL VLYRSDUDHVWHVHFWRUDQWHHOFXDOPDQWLHQH HVWUDWHJLDVHMHFXWDGDVDWUDYpVGHOPRQLWR UHRGHPHGLRVGHOFRQWDFWRGLUHFWRFRQORV S~EOLFRV LQWHUQRV )UHQWH HO HVFUXWLQLR S~ EOLFRHOGHODVHPSUHVDVHQWUHYLVWDGDV FRLQFLGHQ HQ DÀUPDU TXH HV FRQYHQLHQWH HVWDEOHFHU SULQFLSLRV FODURV SDUD HO PD QHMR GH OD LQIRUPDFLyQ GH IRUPD YHUtGLFD REMHWLYD\UHDOHYLWDQGRORVYDFtRV\GDWRV HUUyQHRVTXHSXHGDQJHQHUDUGXGDHQORV SHULRGLVWDV \ SRU HQGH HQ OD RSLQLyQ S~ EOLFD 3XQWXDOL]DQ TXH OD UHODFLyQ SHUPD QHQWH FRQ ORV PHGLRV GH FRPXQLFDFLyQ HV GHWHUPLQDQWHSDUDGHVDUUROODUHVWHSURFHVR DGHFXDGDPHQWH 'XUDQWH OD FULVLV HO FRQWURO LQIRUPDWLYR HQ HVWH VHFWRU HV GLUHFFLRQDGR D WUDYpV GH GL YHUVRVPHGLRVEROHWLQHVSRUWDIROLRGLJLWDO FDUSHWDVLPSUHVDVGHFODUDFLRQHVFDUWHOHUDV \ FRQWDFWR GLUHFWR FRQ ODV SHUVRQDV DIHFWD GDV$GHPiVVLHQGRFRQVFLHQWHVTXHSRUVX FRQGLFLyQVLHPSUHHVWiQH[SXHVWRVDOHVFUX WLQLRS~EOLFRDFXGHQDODHMHFXFLyQGHGRV HVWUDWHJLDVSXQWXDOHVTXHKDQVLGRDGRSWD GDVSRUODWRWDOLGDGGHHVWDVHQWLGDGHVVHU 3DUD HVWDV HPSUHVDV ORV DVSHFWRV PiV GL ItFLOHV GH UHVROYHU GXUDQWH HVWD HWDSD VRQ HO LPSDFWR GH ORV IHQyPHQRV QDWXUDOHV OD DIHFWDFLyQGHOQRPEUHGHODHPSUHVDODLQ WHJULGDGGHOFOLHQWHRXVXDULRORVFRQÁLFWRV GHORVWUDEDMDGRUHVODLQIRUPDFLyQHUUyQHD ODGHPRUDGHODDSUREDFLyQGHORVGDWRVD GLYXOJDU\HOQRHVWDEOHFHUUHJODVGHMXHJR FODUDVGHQWURGHOGHVHPSHxRGHORVIXQFLR QDULRV (O PDQHMR GH ODV FULVLV HV OLGHUDGR 51 52 Pp 39 - 55. Nº 8. noviembre 2012 SRU ORV GLUHFWRUHV GH FRPXQLFDFLRQHV \ HO 3UHVLGHQWHR*HUHQWHGHOD&RPSDxtD /RV KHFKRV FUtWLFRV DFDHFLGRV GXUDQWH OD KLVWRULDGHHVWDVRUJDQL]DFLRQHVKDQSHUPL WLGR GHPRVWUDU HO DOWR GHVHPSHxR \ FRP SURPLVR TXH WLHQHQ IUHQWH D ORV XVXDULRV R FRQVXPLGRUHV TXLHQHV VRQ VX REMHWLYR SULQFLSDO\UD]yQGHVHU3DUDHVWHVHFWRUQR H[LVWHQFDVRVIDOOLGRVTXHKD\DQDIHFWDGROD UHSXWDFLyQSRUHOFRQWUDULRGHODVFLUFXQV WDQFLDV GLItFLOHV KDQ FRQVHJXLGR IRUWDOHFHU VXVOtQHDVGHDFFLyQ\DVXPLUQXHYRVUHWRV (VWUDWHJLDV GH FRPXQLFDFLyQ HQODSRVWFULVLV 6HFWRUSULYDGR (QODSRVWFULVLVODVHPSUHVDVSULYDGDVKD FHQVHJXLPLHQWRDORVSURFHVRVDWUDYpVGH UHSRUWHVHYDOXDFLRQHVPRQLWRUHRGHSUHQVD \DQiOLVLVGHGHELOLGDGHV\IRUWDOH]DVSHUR QR WRGDV ODV HPSUHVDV DVXPHQ HO DSUHQGL ]DMH GH LJXDO PDQHUD 8QDV GRFXPHQWDQ ODVFULVLVSDUDDSOLFDUFRUUHFWLYRVRWUDVUHD OL]DQ HYDOXDFLyQ GH OD FULVLV SDUD SRVWHULRU DQiOLVLV\RWUDVFRQVLGHUDQTXHVXVSURFHVRV WLHQHQXQPDQHMRHVWUDWpJLFRHQHOTXHHVWi FRQVLGHUDGR GLFKR DSUHQGL]DMH $OJXQDV DGPLWHQDVXPLUORSDUFLDOPHQWHRQRVHKDQ GHWHQLGRDODQiOLVLVGHODVLWXDFLyQ (Q FRQVHFXHQFLD OD GLYXOJDFLyQ GH ODV HQ VHxDQ]DV DGTXLULGDV HQ ODV FULVLV HO SURFH VR GH VXSHUDFLyQ \ ORV IXWXURV SODQHV VRQ PDQHMDGRV GH PDQHUD GLIHUHQWH 0LQRULWD ULDPHQWHODVHPSUHVDVQRDVXPHQHODSUHQ GL]DMH(OUHVWRRSWDXQDSDUWHSRUKDFHUOR ~QLFDPHQWH SDUD VX HTXLSR GH FULVLV \ OD RWUD DGHODQWD SURJUDPDV FRQ VXV S~EOLFRV DWUDYpVGHUHODFLRQDPLHQWRFDSDFLWDFLyQ\ FDPSDxDV (QODVHVWUDWHJLDVGHODJHVWLyQGHODVFULVLV ODVHPSUHVDVVHHQFXHQWUDQVLHPSUHFRQOD QHFHVLGDGGHDGRSWDUXQDGREOHYLVLyQGH ORRFXUULGRODGHORVKHFKRV\ODUHSUHVHQ WDFLyQ VXEMHWLYD TXH GLFKRV KHFKRV JHQH UDQ6HSXHGHVHUFXOSDEOHRYtFWLPDHQXQD VLWXDFLyQ FUtWLFD WHQHU UD]yQ R QR WHQHUOD (Q HVWD YLVLyQ HV HVSHFLDOPHQWH VLJQLÀFD WLYRUHFREUDUODFRQÀDQ]DGHORVS~EOLFRV /DVHPSUHVDVHVWXGLDGDVORKDFHQDWUDYpV GHXQDLQIRUPDFLyQRSRUWXQDWUDQVSDUHQWH \GLUHFWDRDWUDYpVGHORVPHGLRVGHFRPX QLFDFLyQLJXDOPHQWHHQIDWL]DQTXHFRQVX DFWXDUFRQVWUX\HQGtDDGtDVXUHSXWDFLyQ 6HFWRUS~EOLFR (O VHJXLPLHQWR D ORV SURFHVRV GHVDUUR OODGRV HQ HVWD HWDSD VH HIHFW~D GH PDQHUD FRQVFLHQWH\UHVSRQVDEOHPHGLDQWHHODQi OLVLVSXQWXDOGHFDGDXQDGHODVHVWUDWHJLDV \OtQHDVGHDFFLyQ([LVWHXQSURFHGLPLHQWR HYDOXDWLYRVLJQLÀFDWLYRHODSUHQGL]DMHTXH SHUPLWH DVXPLU QXHYDV PHGLGDV SDUD IRU WDOHFHUODV\DH[LVWHQWHV8QJUXSRPLQRUL WDULRGHODVRUJDQL]DFLRQHVD~QQRDVXPHHO DSUHQGL]DMHGHODVFULVLV /DV HQWLGDGHV TXH DSUHQGHQ GH VXV FULVLV DGHODQWDQ SURJUDPDV HGXFDWLYRV SUHVHQ WDFLyQGHSUR\HFWRV\GHUHVXOWDGRVH[KLEL FLyQGHDYDQFHVHLQIRUPDFLyQGHORVSODQHV DVXVS~EOLFRVREMHWLYR(VWHVHFWRUUHFREUD ODFRQÀDQ]DGHVXVVWDNHKROGHUVUHIRU]DQGR ORVGLVSRVLWLYRVFRPXQLFDWLYRVHGXFDWLYRV \ PDQHMDQGR FRQ HOORV XQD LQIRUPDFLyQ SHUPDQHQWH 6HFWRUPXOWLQDFLRQDO /DV HPSUHVDV GH HVWH VHFWRU DFW~DQ IUHQWH DVXVS~EOLFRVDWUDYpVGHOVHJXLPLHQWRGH SURFHVRV DQDOL]DQ WHPDV FRPR HO DOFDQFH GHODFULVLVORVPHQVDMHVFODYHSDUDODVDX GLHQFLDV\ODIRUPDGHUHFREUDUODFRQÀDQ ]D GH VXV VWDNHKROGHUV (O DSUHQGL]DMH TXH HVXQIDFWRUIXQGDPHQWDOHQHVWDHWDSDGH SRVWFULVLVORKDDVXPLGRHVWHJUXSRGHRU JDQL]DFLRQHVDWUDYpVGHOGHVDUUROORGHXQD FXOWXUD SHGDJyJLFD FRQ VXV HPSOHDGRV GHO PRQLWRUHR SHUPDQHQWH GH SURFHVRV GH YDOLGDFLyQ GH WDOOHUHV GH IRUPDFLyQ \ FRPXQLFDQGR GLUHFWDPHQWH D ORV S~EOLFRV LQWHUQRV ORV FDVRV GH p[LWR \ DTXHOORV TXH FRQVLGHUDQTXHWLHQHQXQDHQVHxDQ]DHVSH FLDO5HFREUDUODFRQÀDQ]DGHVXVS~EOLFRV ORV KDFH PiV IXHUWHV GHVSXpV GH OD FULVLV DOXWLOL]DUHVWUDWHJLDVFRPRHOVHUYLFLR\HO Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional FRQWDFWR GLUHFWR FRQ ORV DIHFWDGRV GH XQD PDQHUDSHUPDQHQWH\UHVSRQVDEOH ([LVWHQFLDGHXQPRGHOR GHJHVWLyQGHFULVLV /D PLWDG GH ODV HPSUHVDV GH ORV VHFWRUHV SULYDGR \ S~EOLFR PDQLÀHVWD QR WUDEDMDU FRQ PRGHORV GH PDQHMR GH FULVLV OD RWUD PLWDG KD HODERUDGR VX SURSLR PRGHOR ,JXDOPHQWH OD UHVROXFLyQ GH VXV FULVLV OD UHDOL]DQGHVGHVXSURSLDH[SHULHQFLD\FR QRFLPLHQWR\HYHQWXDOPHQWHDFXGHQDDVH VRUHVH[WHUQRVHQFDVRVHVSHFtÀFRV (QHOVHFWRUS~EOLFRODVHQWLGDGHVPDQHMDQODV FULVLVFRQODRULHQWDFLyQGHXQPDQXDOGLUHF WULFHVJHQHUDOHV\SROtWLFDVGHFRPXQLFDFLyQ UHSUHVHQWDGDVHQODPDWUL]FRUSRUDWLYD(VWRV SDUiPHWURVVRQDSOLFDGRVDODVLWXDFLyQTXH VHJHQHUH)UHQWHDODVGHFLVLRQHVHVWUDWpJLFDV \WiFWLFDVDVXPLGDVGXUDQWHODVFULVLVDFXGHQ DHVSHFLDOLVWDVHQHOWHPD\HQDOJXQRVFDVRV DFRQVXOWRUHVLQWHUQDFLRQDOHV (OVHFWRUPXOWLQDFLRQDOHVWDEOHFHVXSURSLR PRGHOR GH PDQHMR GH FULVLV EDVDGR HQ ODV SROtWLFDVGHODRUJDQL]DFLyQHQHVWHHVFHQD ULRODJXtDVRQVXVPDQXDOHVTXHFRQWLHQHQ VXV SURSLRV ÁXMRJUDPDV LQFOX\HQ VLPXOD FURV PHWRGRORJtD SURSLD \ SURWRFRORV GH DWHQFLyQ (OVHFWRUVHHQFXHQWUDSUHSDUDGRSDUDDVX PLU GHFLVLRQHV HVWUDWpJLFDV \ WiFWLFDV D SDUWLU GHO FRQRFLPLHQWR SURGXFLGR SRU VX FXOWXUDFRUSRUDWLYDVRORHQDOJXQRVFDVRV UHFXUUHQDORXWVRXUFLQJGHHVSHFLDOLVWDVHQ HOWHPDRDIXHQWHVLQWHUQDFLRQDOHV &RQFOXVLRQHV 6H HQFXHQWUD TXH HQ ORV VHFWRUHV SULYDGR S~EOLFR\PXOWLQDFLRQDOH[LVWHFRQFLHQFLDGHO PDQHMRGHODVFULVLV1RKD\XQDVRODRUJDQL ]DFLyQTXHQRKD\DDGHODQWDGRDOJXQDGHODV HVWUDWHJLDV TXH VXJLHUHQ ORV DXWRUHV \ HVWX GLRVRVGHHVWHWHPD(OVHFWRUPiVDYDQ]DGR HQHVWDGLQiPLFDHVHOPXOWLQDFLRQDOVHJXLGR GHO SULYDGR \ OXHJR GHO S~EOLFR ORV SODQHV TXHGLVHxDQVHHQFXHQWUDQIUDJPHQWDGRVGH PDQHUDTXHHOpQIDVLVHVWiHQODHWDSDGHFUL VLVVHJXLGDSRUODSUHFULVLVRGHSUHYHQFLyQ \GHMDQGRHQWHUFHUOXJDUODSRVWFULVLV\HQ HVWDHWDSDHVSHFtÀFDPHQWHHODSUHQGL]DMHVX FRPXQLFDFLyQ\DSURYHFKDPLHQWRSDUDQHX WUDOL]DUSRVWHULRUHVFULVLV(VWROOHYDDFRQFOXLU TXHVHRFXSDQPiVGHODVDFFLRQHVRSHUDWLYDV RWpFQLFDVTXHGHODVHVWUDWpJLFDV6LQHPEDU JRODVRUJDQL]DFLRQHVGHORVVHFWRUHVSULYDGR \S~EOLFRTXHD~QQRWLHQHQHOSURFHVRGHPD QHMR GH FULVLV GHÀQLGR R PDQHMDGR LQWHJUDO PHQWHOHHVWiQDSRVWDQGRDLQFOXLUHVWHWHPD GHQWURGHORVSODQHVFRUSRUDWLYRVDOHQWHQGHU TXHGHOPDQHMRDGHFXDGRGHHVWDVVLWXDFLRQHV GHSHQGHVXUHSXWDFLyQ\DYHFHVODSURSLDVX SHUYLYHQFLD 3UHFULVLV (Q OD SUHSDUDFLyQ SDUD PDQHMDU XQD FULVLV ODVRUJDQL]DFLRQHVGHEHQGLVHxDUODHVWUDWH JLD DGHFXDGD TXH OHV SHUPLWLUi LQWHUDFWXDU FRQ WRGRV ORV S~EOLFRV LQWHUQD \ H[WHUQD PHQWH FRQ ORV PHGLRV GH FRPXQLFDFLyQ HODERUDUORVPHQVDMHVGHUHVSXHVWDSDUDODV DXGLHQFLDV TXH RULHQWHQ DGHFXDGDPHQWH VXDWHQFLyQKDFLDORVDFRQWHFLPLHQWRVFUtWL FRV (Q SULQFLSLR VH UHFXUULUi D ORV SODQHV GH DFFLRQHV FRQWLQJHQWHV D ODV UHVSXHVWDV RSRUWXQDV FRQWXQGHQWHV \ GHÀQLWLYDV TXH SHUPLWDQVRUWHDUODVLWXDFLyQ\SUHVHUYDUHO SUHVWLJLR \ OD UHSXWDFLyQ FRQVHUYDU QLFKRV GHPHUFDGRHQXQRVFDVRV\DWHQGHUDORV DIHFWDGRVHQRWURV /DVFRQVLGHUDFLRQHVDQWHULRUHVVXJLHUHQTXH ODFRPSOHWDSUHYHQFLyQGHFULVLVHVLPSRVL EOHSHURORTXHVtHVSRVLEOHHVTXHODVRU JDQL]DFLRQHVVHSUHSDUHQ\DTXtHVGRQGH TXHUUiQ SHUPDQHFHU SDUD SRGHU PDQHMDU DGHFXDGDPHQWH DTXHOODV VLWXDFLRQHV D ODV TXH HVWiQ SHUPDQHQWHPHQWH H[SXHVWDV SRUTXHQRVRORVHWUDWDGHVDEHUVLXQDFULVLV DIHFWDUi OD RUJDQL]DFLyQ VLQR FXiQGR TXp WLSRGHFULVLV\FyPR$GHPiVODSUHVLyQOD LQFHUWLGXPEUH\HOSiQLFRKDFHQXQSREUH HVFHQDULRSDUDPDQHMDUXQDFULVLVDPHQRV TXHVHWHQJDPXFKDSODQHDFLyQ\VHSXHGD DVHJXUDUXQDUHVSXHVWDFRQWURODGD (VWDUSUHSDUDGRVSDUDODFULVLVSRUORWDQWR HVXQDUHVSRQVDELOLGDGXQDH[SUHVLyQpWLFD 53 54 Pp 39 - 55. Nº 8. noviembre 2012 TXHD\XGDDOGHVDUUROORGHWRGRVORVS~EOL FRVGHODHPSUHVDGHODVRFLHGDGHQFRQMXQ WR\ORPiVLPSRUWDQWHHVODEDVHGHOYDORU VRFLDOGHODRUJDQL]DFLyQ &ULVLV (QHVWDHWDSDVHGHVWDFDODLPSRUWDQFLDGHOD HODERUDFLyQ GH SODQHV GH FRQWLQJHQFLD TXH FXEUDQHQWUHRWURVWHPDVODFODVLÀFDFLyQGH ODVDXGLHQFLDV\ODFRPXQLFDFLyQFRQHOODV SXHVWRTXHHVIXQGDPHQWDOGDUOHVXQWUDWR FRQVLGHUDGR \ SULRULWDULR 6H GHEH SHQVDU FRQODPHQWDOLGDGGHORVDIHFWDGRV\GHODV DXGLHQFLDV SDUD GLVHxDU PHQVDMHV HVSHFtÀ FRV \ GHVDUUROODU OD FDSDFLGDG GH HPSDWtD GH SRQHUVH HQ VX OXJDU \ HQWHQGHU PHMRU HO SUREOHPD /D VROXFLyQ FRUUHFWD VLHPSUH SDVD SRU XELFDUORV HQ XQ SULPHU SODQR \ WRPDU OD LQLFLDWLYD UiSLGDPHQWH GH VHU LJ QRUDGRVVHSXHGHSURYRFDUXQDVLWXDFLyQGH GLYLVLyQ\HQHOFDVRGHOVHFWRUS~EOLFRGH LQHVWDELOLGDGSROtWLFD 3RVWFULVLV /DVFULVLVVHJHVWLRQDQGHVGHGLIHUHQWHVIUHQ WHVORVSULQFLSDOHVHOIXQFLRQDO\HOFRPXQL FDWLYR &RQ HO SULPHUR VH DWDFD HO RULJHQ \ GHVHQYROYLPLHQWRGHODFULVLV\FRQHOVHJXQ GRVHHYLWDODSpUGLGDGHDXWRQRPtDLGHQWL GDG\FRKHVLyQQRVRODPHQWHHQVXLQWHULRU VLQRIUHQWHDWRGRVORVS~EOLFRVRJUXSRVGH LQWHUpV$WUDYpVGHODFRPXQLFDFLyQSODQLÀ FDGDHQXQDFULVLVHÀFLHQWH\RSRUWXQDVHUH GXFHGHPDQHUDLPSRUWDQWHODLQFHUWLGXPEUH \VHFUHDQHVSDFLRVGHLQIRUPDFLyQ\SDUWLFL SDFLyQHQWUHVXVPLHPEURV\ORVLPSOLFDGRV \R DIHFWDGRV /D FRPXQLFDFLyQ PDO JHVWLR QDGDFREUDGLYLGHQGRVQDGDJUDWRVSDUDODV RUJDQL]DFLRQHV FRPR SpUGLGD GH SUHVWLJLR GHS~EOLFRVGHFRQÀDQ]DGHFUHGLELOLGDG(Q ODVHPSUHVDVHQHOSHRUGHORVFDVRVSpUGLGD GHODFRPSDxtD\HQHOJRELHUQRGHODUHSXWD FLyQ(ODSUHQGL]DMHTXHVHKDJDGHODVFULVLV\ VXFRPXQLFDFLyQDORVJUXSRVGHLQWHUpVTXH OD RUJDQL]DFLyQ GHWHUPLQH FRQWULEXLUiQ DO PHQRUPDQHMRGHFULVLVSRVWHULRUHV 5HIHUHQFLDV %LVTXHUW $ /D FRPXQLFDFLyQ RUJDQL]DFLRQDO HQ VLWXDFLRQHV GH FULVLV (Q 5D]yQ \ 3DODEUD 2EWHQLGRHOGH2FWXEUHGHGHVGHKWSS ZZZUD]RQ\SDODEUDRUJ %ODFN 6 $%& GH ODV 5HODFLRQHV 3~EOLFDV %DUFHORQD*HVWLyQ &DQHO0-\6DQGHUV.3DUDHVWXGLDUOD FRPXQLFDFLyQ GH ORV JRELHUQRV 8Q DQiOLVLV GHO HVWDGR GH OD FXHVWLyQ (Q 3UHFLDGR \ *X]PiQ 8VRV\SUiFWLFDVGHFRPXQLFDFLyQHVWUDWpJLFDHQ RUJDQL]DFLRQHV S~EOLFDV \ SROtWLFDV 8QLYHUVLGDG GH$QWLRTXLD &DSRQLJUR57KH&ULVLV&RXQVHORU0p[LFR %DUNHU%XVLQHVV%RRNV,QF 'H 9HQJRHFKHD 0 KHUUDPLHQWDV SDUD DSDJDU XQD FULVLV GH JRELHUQR %RJRWi /HPRLQH (GLWRUHV 'HO 3XOJDU / &RPXQLFDFLyQ GH HPSUHVD HQ HQWRUQRVWXUEXOHQWRVJHVWLyQGHULHVJRVUHGXFFLyQGH ODVLQFHUWLGXPEUHV\VXSHUYLYHQFLD0DGULG(VLF '\PV]D : ´(VWUDWHJLD GH ODV HPSUHVDV PXOWLQDFLRQDOHVµ%XHQRV$LUHV0F*UDZ+LOO (OL]DOGH / *HVWLyQ GH OD &RPXQLFDFLyQ 3~EOLFD%DUFHORQD%RVFK6$ )LWD - &RPXQLFDFLyQ HQ SURJUDPD GH FULVLV %DUFHORQD*HVWLyQ *DUFtD - $ (O PDQHMR GH ODV FULVLV HQ ODV HPSUHVDV%RJRWi0F*UDZ+LOO *ROGKDEHU * &RPXQLFDFLyQ 2UJDQL]DFLRQDO (Q 3UHFLDGR \ *X]PiQ 8VRV\SUiFWLFDVGHOD&RPXQLFDFLyQHVWUDWpJLFDHQODV RUJDQL]DFLRQHVVLQSXEOLFDU&KtD8QLYHUVLGDGGH OD6DEDQD Haydée Guzmán Ramírez - Ivonne Rosío Ortiz La gestión de la comunicación en situaciones de crisis en los sectores privado, público y multinacional *UXQLJ-(([FHOOHQFHLQSXEOLFUHODWLRQVDQG FRPPXQLFDWLRQ PDQDJHPHQW /DZUHQFH (UOEDXP +LOOVGDOH HG (Q 3UHFLDGR \ *X]PiQ *HVWLyQ GH OD FRPXQLFDFLyQ HVWUDWpJLFD 3DODEUD &ODYH5HYLVWDGH&RPXQLFDFLyQ8QLYHUVLGDGGH OD6DEDQD +DUYDUG %XVLQHVV (VVHQWLDOV *HVWLyQ GH &ULVLV &RQYHUWLUODV HQ RSRUWXQLGDGHV %DUFHORQD 'HXVWR ,VODV 2 \ *XWLpUUH] ) )XQGDPHQWRV GH &RPXQLFDFLRQHV 'LJLWDOHV 3URGXFWLYDV (Q 5D]yQ \ 3DODEUD2EWHQLGRHOGHVHSWLHPEUHGH GHVGHKWSSZZZUD]RQ\SDODEUDRUJ /ySH]'$OJXQDVHVWUDWHJLDVGHFRPXQLFDFLyQ RUJDQL]DFLRQDO SDUD FULVLV UHODFLRQDGDV FRQ FOLPD RUJDQL]DFLRQDO7HVLVGH*UDGR8QLYHUVLGDGGH/D 6DEDQD&KtD 0DQXFFL 0 /D HVWUDWHJD GH ORV FXDWUR FtUFXORV 'LVHxDU HO IXWXUR HQ OD LQFHUWLGXPEUH GHO SUHVHQWH%RJRWi1RUPD 0LWURII,\3HDUVRQ&&yPRJHVWLRQDUXQD FULVLV%DUFHORQD*HVWLyQ 3HUOPXWWHU + 9 7KH 7RUWRXV (YROXWLRQ RIWKH0XOWLQDWLRQDO&RUSRUDWLRQ(Q'\PV]D: ´(VWUDWHJLDGHODVHPSUHVDVPXOWLQDFLRQDOHV%XHQRV $LUHV0F*UDZ+LOO 3LxXHO - / 7HRUtD GH OD &RPXQLFDFLyQ \ JHVWLyQGHODVRUJDQL]DFLRQHV0DGULG6tQWHVLV 3L]]RODQWH , (O SRGHU GH OD &RPXQLFDFLyQ (VWUDWpJLFD %RJRWi (GLFLRQHV 3RQWLILFLD 8QLYHUVLGDG-DYHULDQD 9DQ5LHO&%0&RPXQLFDFLyQ&RUSRUDWLYD 0DGULG3UHQWLFH+DOO 9LOODIDxH - /D EXHQD UHSXWDFLyQ FODYHV GHO YDORULQWDQJLEOHGHODVHPSUHVDV(GLFLRQHV3LUiPLGH 0DGULG 55
