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  • Cristina Aced 9:00 am on January 14, 2014 Permalink | Reply
    Tags: , enterprise communication   

    Internet Privacy: When Boundaries Are No Longer Clear 

    Estimated reading time: 5 minutes

    The Internet and social media are blurring many of the limits that we have assumed. Some dichotomies, that until recently we had very clear, today have limits that are more widespread, like the professional/personal domain, the public/private sphere and internal/external communication.  All of them have common link: privacy.

    Let’s analyze each pair separately:

    • Professional/personal domain. Until recently, it was not difficult for us to distinguish between what was work and what formed a part of our personal life. However, nowadays it is not as easy to separate them. The act of being permanently connected does not help: on our smartphones we receive emails and social media alerts, our “friends” on social media are our schoolmates, colleagues from work, our bosses and even clients and providers. New technologies change the form of work and the way work is organized. Telecommuting is expanding and more and more, it is becoming customary for professionals to collaborate with businesses in a punctual way, and not in a wage-earning manner. For this, it is more important to manage personal brands, brands that accompany us for the rest of our lives, everywhere we work. (More …)
  • Cristina Aced 9:00 am on July 23, 2013 Permalink | Reply
    Tags: , , , ,   

    The challenges of the Dircom in the digital context 

    Estimated reading time: 6 minutes

    This posts is an update of that published in my blog Blog-o-corp

    What is the role of the director of communications or dircom? How does it evolve to adapt to the current context in which social media become more important and budgets become tighter?

    Burson-Marsteller & Top Comunicación & RR.PP proposes an analysis in the report The Dircom of the future and the future of the Dircom. If we examine the subject in detail, we see that the main change is that the department of communication stops having a monopoly on the issue of information related with the compan, as explained in Is There a Future for Traditional PR? by Baekdal (excellent website which I recommend you check out). These graphics sum it up quite well:

    (More …)

  • Cristina Aced 9:00 am on April 9, 2013 Permalink | Reply
    Tags: , , , , Public Relations 2.0, ,   

    Public Relations 2.0: 6 principles that remain current and 4 new ideas 

    Estimated reading time: 5 minutes

    Editor’s note: Today we welcome as author on our blog Cristina Aced (@blogocorp), who will discuss communication 2.0 and social media. We are delighted to have her join us. Thanks, Cristina!

    There are six principles that any communication manager must obey:

    1. Tell the truth.
    2. Prove it with action.
    3. Listen to the customer.
    4. Manage for tomorrow.
    5. Conduct PR activities as if the whole company depends on it.
    6. Remain calm, patient and good-humored.

    In fact, these tips are not mine, they are from Arthur W. Page, who was vice-president of public relations for the American Telegraph and Telephone (AT&T) and contributed to the development of modern public relations. Page was one of the first to join a company as an officer of communications, a usual practice nowadays.

    He established these basic principles at the start of the 20th century, although they could have been written today. It is a good example that shows the bases of corporate communication are still the same and illustrates the need to know the past in order to understand the present (and the future).

    In public relations, there are aspects that are still applicable from their origins, but there are also others that change (as I explain in my book Relaciones públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital). Undoubtedly, the Internet and social media draw a new communication scenario, characterized by:

    • Conversation. Nowadays, the roles of emitter and recipient interchange constantly. Companies have to stop seeing themselves as simply emitters of contents and start to listen actively to their audiences on the Internet.
    • Open collaboration. As Pierre Lévy says, “no one knows it all, but everyone knows something”, and the new digital platforms facilitate this exchange of knowledge. Zyncro lets you create enterprise social networks that encourage collaborative work.
    • Economy in our attention. We live surrounded by an excess of information. For example, every minute 72 hours of video are uploaded to YouTube. The difficulty lies not in having a presence on the Internet, but capturing users’ attention.
    • New intermediaries. Social media lets you reach the audience directly (fantastic for the communicator!) However, new gatekeepers have appeared: social tools. As Eli Pariser explains, we live in a filter bubble. Both Google and Facebook apply filters to the contents we receive and often we are unaware of them. For example, in Facebook we see the updates of the people we have “liked” the most before those with whom we have never interacted.

    As we can see, the social web offers new communication opportunities, and public relations professionals need to be ready to take advantage of them. Yet without forgetting the basic principles of a good communicator: honesty, truthfulness, empathy… As Arthur W. Page established at the beginning of the 20th century.

    Cristina Aced (@blogocorp) is a journalist and communication and public relations consultant. She has specialized in the digital area and has published several books on the topic. Her most recent one is Relaciones públicas 2.0. Cómo gestionar la comunicación corporativa en el entorno digital (Editorial UOC). She collaborates as a lecturer at the Universitat Pompeu Fabra, the Open University of Catalonia, and at the Universitat Abat Oliba, among others. Since 2006 she has been writing at Blog-o-corp.


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