La importancia de la planeación estratégica para prevenir crisis en lo o-ffline y online en las organizaciones.

Abstract

Crises in organizations have been present since the beginning of organizational communication. Its study and historical analysis becomes a reference of concepts and theories that allow analyzing the incidence of these variables in the communication processes of organizations. Currently, crises are more common and companies are more likely to face these unfavorable scenarios. The importance of strategic planning is essential to establish a guide to reduce the negative impact that can cause offline and online, scenarios where organizations are present. In this document we analyze cases of companies that have faced crisis situations to understand the new communication dynamics and promote the proper use of measurement tools to diagnose the risk that companies face in a risk scenario. Among the findings is the importance of information and knowledge for the generation of strategic communication, as well as the responsibility that companies must have to invest in the development of planning processes.