According to the author Benavides Delgado communications have been rough with the changes over the years, this has led to changes in the development and application of new information technologies. The Director of Communications shall conduct a study of corporate communication based on three aspects: media communication, globalization and the impact of new technologies. It is important to establish a process of continuous observation and use of conventional and unconventional means. The Dircom must not only identify problems but analyze them and frame them in their communication strategy, according to: relations with media organizations, how to make communication and how to manage it.
The media and social networks not only inform but reality show, they can reach affect the image of the company, as is the case of misuse; the success of these depend on its good management and supervision, creating a positive and strong image.
The author also seeks to identify what is the importance of a communications director in a company or institution, not only based on the supervision must be a person able to observe, analyze, interact and manage all their strategies through a plan communications, maximizing the changes that are happening in the environment and new proposals as communication is concerned, such as unconventional means; the proper use of these can reinforce corporate image.
Within the research process posed are: organizational culture, identity, image and discourse analysis; these arise which are faults that may be occurring at the organizational level and hence it is possible to develop a communication plan model to improve and strengthen these aspects, looking for the success of the organization.
It also indicates that the communication process is not a process transmitter-receiver-transmitter but also contemplates a circle which is a feedback process, so they should always be in constant research and adapting the communication models.
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