{"id":4235,"date":"2019-04-24T13:28:56","date_gmt":"2019-04-24T11:28:56","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=4235"},"modified":"2019-06-03T13:54:35","modified_gmt":"2019-06-03T11:54:35","slug":"plan-de-comunicacion-cultural-con-sonia-diaz","status":"publish","type":"post","link":"http:\/\/edu.xestioncultural.com\/es\/2019\/04\/plan-de-comunicacion-cultural-con-sonia-diaz\/","title":{"rendered":"Plan de comunicaci\u00f3n cultural. Con Sonia D\u00edaz"},"content":{"rendered":"<p>Por <strong>David Pi\u00f1eiro<\/strong><\/p>\n<p>Os obxectivos da sesi\u00f3n, que impartiu <a href=\"http:\/\/edu.xestioncultural.com\/es\/equipo-docente\/#toggle-id-6\" target=\"_blank\">Sonia D\u00edaz<\/a>, foron:<\/p>\n<ol>\n<li>Dese\u00f1o e execuci\u00f3n dun plan de comunicaci\u00f3n nun proxecto cultural<\/li>\n<li>Novas tendencias, ferramentas e li\u00f1as de traballo dentro da comunicaci\u00f3n cultural. Crise e liderazgo.<\/li>\n<li>Imaxinar unha comunicaci\u00f3n para os nosos proxectos<\/li>\n<\/ol>\n<p>A necesidade de realizar un plan de comunicaci\u00f3n est\u00e1 \u00e1s veces en entredito, cando \u00e9ste \u00e9 fundamental. \u00c1 hora de pensar en levar a cabo un plan de comunicaci\u00f3n dende cero hai que resolver antes unha serie de cuesti\u00f3ns, como son:<\/p>\n<ul>\n<li>Que lle pedides \u00e1 comunicaci\u00f3n do voso proxecto cultural?<\/li>\n<li>Quen se encarga de desenvolvela?<\/li>\n<li>Cando se incorpora ao equipo?<\/li>\n<li>Canto orzamento (%) xestiona?<\/li>\n<\/ul>\n<p>Isto evidencia que non hai un ideal ou est\u00e1ndar para articular diferentes plans de comunicaci\u00f3n para distintos proxectos, sen\u00f3n que cada un ten unhas caracter\u00edsticas concretas a abordar. E estas, en definitiva, marcar\u00e1n a s\u00faa comunicaci\u00f3n ideal.<\/p>\n<p>Dentro do concepto de comunicaci\u00f3n hai certas cuesti\u00f3ns obxectivas, mais non podemos olvidar a s\u00faa parte simb\u00f3lica. \u00c9 moi complicado que algu\u00e9n totalmente alleo ao proxecto sexa capaz establecer as pautas a seguir, a\u00ednda que si que se poder\u00e1 unir alg\u00fan axudante que poida organizar ideas mediante documentos internos \u00e1 organizaci\u00f3n (con valores, p\u00fablicos, etc.)<\/p>\n<p><strong>O documento no que se reflexe a estrutura da comunicaci\u00f3n debe ser unha gu\u00eda con claves para axudarnos a pensar e para non esquecer nada polo cami\u00f1o<\/strong>. De a\u00ed saldr\u00e1 unha estratexia ou plan de comunicaci\u00f3n concreto para cada proxecto.<\/p>\n<p>Los <strong>conceptos cl\u00e1sicos do marketing mix<\/strong> (as 4 P\u2019s) poden axudarnos <a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-4236\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO1-300x280.png\" alt=\"\" width=\"300\" height=\"280\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO1-300x280.png 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO1-450x420.png 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO1.png 566w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>a entender a comunicaci\u00f3n cultural. A comunicaci\u00f3n non decide como se establece o produto, nin o seu prezo, nin como se distrib\u00fae. <strong>A comunicaci\u00f3n decide como este produto se difunde<\/strong>. Por isto \u00e9 t\u00edpico que as empresas deciden deixar o traballo comunicativo para o final, cando as 3 primeiras P\u2019s est\u00e1n avanzadas.<\/p>\n<p>Non obstante este modelo pode considerarse en certa forma un pouco anticuado, xa que data da d\u00e9cada dos 60. Nos 90 houbo un cambio de din\u00e1mica que se orienta a <strong>definir en primeiro lugar ao consumidor ou destinatario e co\u00f1ecelo o m\u00e1ximo posible para saber as s\u00faas necesidades<\/strong>.<\/p>\n<p>Ao chegar ao s\u00e9culo XXI hai un novo cambio de escenario, que d\u00e1 a ver que o importante deixa de ser o produto ou o consumidor. <strong>A experiencia pasa a ser o principal<\/strong>. Pasamos a vender emoci\u00f3ns. Ademais, a comunicaci\u00f3n pasa a ter unha nova dimensi\u00f3n, protagonizada polo propio consumidor, cando o mesmo difunde os beneficios da s\u00faa adquisici\u00f3n. Por outra parte, falar de cartos abertamente pasa a ser un tema tab\u00fa na comunicaci\u00f3n.<\/p>\n<p>No marketing b\u00fascase atraer o m\u00e1ximo a atenci\u00f3n da audiencia, xa que dentro dos atra\u00eddos soamente unha parte se vai a interesar. Dentro dos interesados unicamente unha porcentaxe vai amosar desexo polo que se comunica e, finalmente, s\u00f3 unha parte destes \u00faltimos se decidir\u00e1n a adquirir ou facerse part\u00edcipes do comunicado.<\/p>\n<p>Nas grandes empresas a estrutura do equipo de marketing \u00e9 o seguinte:<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4237\" src=\"http:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2-300x140.png\" alt=\"\" width=\"300\" height=\"140\" srcset=\"https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2-300x140.png 300w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2-768x359.png 768w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2-705x330.png 705w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2-450x211.png 450w, https:\/\/edu.xestioncultural.com\/wp-content\/uploads\/sites\/2\/2019\/06\/GRAFICO2.png 842w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00c1 hora de buscar patrocinadores, a comunicaci\u00f3n que empreguemos ten que ser a mesma que a que ofrecemos ao p\u00fablico en xeral<\/strong>. Tratando a estas empresas como \u00e1 audiencia, pero dese\u00f1ando unha mensaxe espec\u00edfica segundo o que busquemos conseguir a partir delas e estando sempre conectada cos nosos valores e a nosa marca.<\/p>\n<p>A proposta de patrocinio que se fai ten que ter coherencia coa empresa \u00e1 que se lle presenta, deixando claro que a visibilidade que vai obter con n\u00f3s \u00e9 a \u00f3ptima para os seus propios obxectivos.<\/p>\n<p>Dende o comezo dun plan orzamentario \u00e9 imprescindible dedicar recursos para o traballo de comunicaci\u00f3n. <strong>O ideal segundo os expertos estar\u00eda en dedicar o 40% do orzamento \u00e1 parte de comunicaci\u00f3n pero isto poucas veces se cumpre<\/strong>.<\/p>\n<p>A secuencia temporal exposta para levar a cabo un plan de comunicaci\u00f3n para un evento foi a seguinte:<\/p>\n<ol>\n<li>Diagnose (o punto de partida para establecer nun DAFO espec\u00edfico de comunicaci\u00f3n onde estamos e a onde podemos chegar)<\/li>\n<li>Obxectivos (separando tam\u00e9n os obxectivos do proxecto dos obxectivos cuantitativos e cualitativos propios da comunicaci\u00f3n)<\/li>\n<li>P\u00fablicos (interna e externamente)<\/li>\n<li>Soportes<\/li>\n<li>Estratexias e t\u00e1cticas (valores que hai que conectar con p\u00fablicos, instituci\u00f3ns e patrocinadores)<\/li>\n<li>Acci\u00f3ns e materiais<\/li>\n<li>Cronograma (cando)<\/li>\n<li>Orzamento (canto)<\/li>\n<\/ol>\n<p>Na <strong>comunicaci\u00f3n de crise<\/strong> non podemos evitar un certo problema xa xurdido, mais podemos controlar a situaci\u00f3n que se desenvolva en torno a este. <b>Non pode mediar a emoci\u00f3n entre a xesti\u00f3n da crise e o p\u00fablico<\/b>: cun plan de crise podemos estar preparados para reaccionar m\u00e1is axilmente ante algo imponderable ou imprevisto, establecendo unas pautas e un equipo para facerlle fronte.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Por David Pi\u00f1eiro Os obxectivos da sesi\u00f3n, que impartiu Sonia D\u00edaz, foron: Dese\u00f1o e execuci\u00f3n dun plan de comunicaci\u00f3n nun proxecto cultural Novas tendencias, ferramentas e li\u00f1as de traballo dentro da comunicaci\u00f3n cultural. Crise e liderazgo. Imaxinar unha comunicaci\u00f3n para os nosos proxectos A necesidade de realizar un plan de comunicaci\u00f3n est\u00e1 \u00e1s veces en [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":4238,"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":[13],"tags":[],"class_list":["post-4235","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-5a-edicion-2018-19"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Plan de comunicaci\u00f3n cultural. 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