{"id":3411,"date":"2018-04-18T12:38:41","date_gmt":"2018-04-18T10:38:41","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=3411"},"modified":"2018-05-08T16:11:13","modified_gmt":"2018-05-08T14:11:13","slug":"o-plan-de-comunicacion-cultural-con-sonia-diaz","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2018\/04\/o-plan-de-comunicacion-cultural-con-sonia-diaz\/","title":{"rendered":"O plan de comunicaci\u00f3n cultural. Con Sonia D\u00edaz"},"content":{"rendered":"<p><strong>Por Anxela Baltar<\/strong><\/p>\n<p>Esta sesi\u00f3n estivo dividida en d\u00faas partes: a primeira consistiu en profundizar no plan de comunicaci\u00f3n, e durante a segunda parte traballamos por grupos aplicando aos nosos proxectos os conceptos explicados. Ao mesmo tempo, noutro espazo da facultade, os alumnos e alumnas interesados gravaban un video para elaborar a Mostra de Saberes desta edici\u00f3n do curso, respondendo a unhas breves preguntas sobre as nosas experiencias laborais culturais, expectativas de futuro, etc,&#8230;<\/p>\n<p>&nbsp;<\/p>\n<p>A primeira pregunta que fac\u00eda Sonia era: <strong>Por que necesitamos plan de comunicaci\u00f3n?<\/strong><\/p>\n<p>Deste xeito comezamos a analizar a necesidade deste documento para os nosos proxectos. Apuntou un dato curiosos: a maior\u00eda dos proxectos cos que ela traballou non ti\u00f1an plan de comunicaci\u00f3n. Sen embargo, \u00e9 fundamental que todo o equipo saiba que mensaxes se van transmitir, cando, e de que maneira. Tam\u00e9n para distribu\u00edr os recursos de maneira axeitada, planificando que necesitamos, que podemos facer,&#8230; Todo iso consegu\u00edmolo elaborando un bo plan de comunicaci\u00f3n.<\/p>\n<p>A continuaci\u00f3n, presentounos un <strong>modelo posible<\/strong>. Este modelo ten a seguinte <strong>estrutura<\/strong>:<\/p>\n<ul>\n<li>Diagnose \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0<a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3414 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-1-300x161.jpg\" alt=\"2018 04 18 (1)\" width=\"300\" height=\"161\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-1-300x161.jpg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-1.jpg 601w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-1-450x242.jpg 450w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/li>\n<li>Obxectivos<\/li>\n<li>P\u00fablicos<\/li>\n<li>Soportes<\/li>\n<li>Estratexias e t\u00e1cticas<\/li>\n<li>Acci\u00f3ns e materiais<\/li>\n<li>Cronograma<\/li>\n<li>Orzamento<\/li>\n<\/ul>\n<p>Analizamos neste punto alg\u00fans factores como:<\/p>\n<ul>\n<li><strong>A creaci\u00f3n dun proxecto<\/strong> novo trae impl\u00edcita certa debilidade, desco\u00f1ecemento da marca. Necesitamos para comunicar que o p\u00fablico reco\u00f1eza.<\/li>\n<\/ul>\n<ul>\n<li><strong>O obxectivo primeiro<\/strong> \u00e9 constru\u00edr e difundir unha marca forte. A partir de aqu\u00ed cada proxecto ten as s\u00faas caracter\u00edsticas dependendo dos obxectivos, necesidades,&#8230; etc.<\/li>\n<\/ul>\n<ul>\n<li><strong>P\u00fablicos<\/strong>: a cada un, que lle ofrecemos? Alg\u00fans buscan emoci\u00f3ns, outros unha programaci\u00f3n concreta\u2026 Hai que analizar os distintos tipos de p\u00fablico que ten cada proxecto.<\/li>\n<\/ul>\n<ul>\n<li>\u00c9 necesario fixar que <strong>soportes<\/strong> queremos producir, en que prazo e con cantos cartos.<\/li>\n<\/ul>\n<p>Hai que dar resposta a unha serie de <strong>d\u00fabidas e cuesti\u00f3ns previas<\/strong>: de onde partimos? para que? para quen? como? cando e canto? Para resolver estes aspectos temos que ter en conta alg\u00fans factores:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Canto m\u00e1is clara estea a comunicaci\u00f3n no cuantificable, m\u00e1is sinxelo ser\u00e1 saber se se conseguiu ou non.<\/li>\n<\/ul>\n<ul>\n<li>Debemos recoller aparici\u00f3ns en prensa: <em>clipping<\/em> de anos anteriores<\/li>\n<\/ul>\n<ul>\n<li>\u00a0Temos que decidir o modo de comunicar, como queremos transmitir a nosa mesaxe en redes, medios,&#8230; etc.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>Novas tendencias e recursos<\/strong><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Medios:<\/strong> \u00c9 moi minoritario facer soamente promo en medios, pero \u00e9 unha acci\u00f3n importante. O noso proxecto deber\u00eda sa\u00edr en medios locais, comarcais, pois \u00e9 moi habitual que o p\u00fablico busque a\u00ed a programaci\u00f3n cultural. \u00c9 importante crear acci\u00f3ns que permitan que a televisi\u00f3n obte\u00f1a unha imaxe m\u00e1is din\u00e1mica e, simult\u00e1neamente, convocar aos medios e \u00e1s instituci\u00f3ns, facer roldas de prensa,&#8230; A nota de prensa \u00e9 tam\u00e9n algo fundamental: hai que buscar un titular (factible, o que nos gustar\u00eda ver no xornal), e informar de cando, onde e canto custa na primeira frase (t\u00e9cnica da pir\u00e1mide invertida).<a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-3415 size-medium\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-2-300x168.jpg\" alt=\"2018 04 18 (2)\" width=\"300\" height=\"168\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-2-300x168.jpg 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-2-450x252.jpg 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2018\/05\/2018-04-18-2.jpg 617w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/li>\n<\/ul>\n<ul>\n<li><strong>Redes e web:<\/strong> Adaptar expectativas \u00e1s posibilidades. O ideal \u00e9 ter un perfil espec\u00edfico para o proxecto, por exemplo: a\u00ednda que sexa un festival dun concello, deber\u00eda ter as s\u00faas propias redes e non publicar dende as da instituci\u00f3n.<\/li>\n<\/ul>\n<ul>\n<li><strong>Comunicaci\u00f3n directa:<\/strong> \u00c9 moi \u00fatil ter bases de datos porque \u00e9 ter a posibilidade de chegar ao p\u00fablico que xa amosou interese no proxecto. Deste xeito est\u00e1 asegurada a atracci\u00f3n e o interese. Podemos facer tam\u00e9n acci\u00f3ns corpo a corpo: f\u00edsicas, de presentaci\u00f3n&#8230; Exemplo: presentar o festival en centros de ensino, proxecci\u00f3ns previas,&#8230;<\/li>\n<\/ul>\n<ul>\n<li><strong>O cami\u00f1o do medio:<\/strong> Crowdfunding: tr\u00e1tase dunha opci\u00f3n moi utilizada na actualidade, pero \u00e9 algo caro por esforzo e por \u201ccansino\u201d. Patrocinios de comunicaci\u00f3n: pedir contrapartida aos concellos.<\/li>\n<\/ul>\n<p><em>\u00a0<\/em><\/p>\n<p><em>\u00a0<\/em>Estes foron os puntos que tocamos na primeira parte da sesi\u00f3n. Despois do descanso, Sonia repartiu uns documentos para que cada grupo cumprimentara e comezara, deste xeito, a elaborar o seu plan de comunicaci\u00f3n correspondente. Cada unha das follas repartidas correspond\u00eda a un punto da estrutura do plan:<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>Diagnose: DAFO, observaci\u00f3ns, recomendaci\u00f3ns<\/li>\n<li>Obxectivos (cuantitativos, cualitativos)<\/li>\n<li>P\u00fablicos<\/li>\n<li>Soportes<\/li>\n<li>Estratexia e t\u00e1cticas (<em>brainstorming<\/em>, ideas creativas, como contarlle o noso proxecto a cada p\u00fablico)<\/li>\n<li>Acci\u00f3ns e materiais (levar as ideas que sexan posibles ao factible para cada p\u00fablico, exemplo: <em>flashmob<\/em> para a mocidade)<\/li>\n<li>Cronograma<\/li>\n<li>Orzamento<\/li>\n<\/ul>\n<p>Cada grupo, traballando conxuntamente, elaborou coa axuda de Sonia as partes do plan que lle deu tempo ao longo desta segunda parte da aula. Temos agora como tarefa continuar coa estrutura e darlle forma (en Word, maquetando,&#8230;) e, deste xeito, rematar finalmente o noso plan de comunicaci\u00f3n.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Por Anxela Baltar Esta sesi\u00f3n estivo dividida en d\u00faas partes: a primeira consistiu en profundizar no plan de comunicaci\u00f3n, e durante a segunda parte traballamos por grupos aplicando aos nosos proxectos os conceptos explicados. Ao mesmo tempo, noutro espazo da facultade, os alumnos e alumnas interesados gravaban un video para elaborar a Mostra de Saberes [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":3423,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[12],"tags":[],"class_list":["post-3411","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2017-18"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O plan de comunicaci\u00f3n cultural. 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