La escucha organizacional como estrategia de comunicación. Análisis de su gestión en España/ The organizational listening as a communication strategy. Analysis of its management in Spain
DOI:
https://doi.org/10.5783/revrrpp.v8i15.517Keywords:
escucha organizacional, estrategias de comunicación, relaciones públicas, gestión de la comunicación/organizational listening, communication strategies, public relations, communication managementAbstract
Este artículo analiza el uso de la escucha organizacional como estrategia de comunicación por parte de las organizaciones en España. Pese a su relevancia, la escucha organizacional no es una estrategia muy estudiada. Queremos saber si las organizaciones españolas priorizan e incorporan técnicas y estrategias de relaciones públicas en función de la escucha, así como la implementación de las mismas. Para ello, se sigue una metodología cuantitativa con el uso de encuestas a comunicadores y stakeholders de organizaciones españolas. Los resultados indican, por una parte, que las empresas en España aplican esta estrategia en menor medida que otro tipo de estrategias de comunicación y, por otra, que los públicos perciben que las organizaciones hacen un uso utilitarista de la escucha en su propio beneficio.
Palabras clave: escucha organizacional, estrategias de comunicación, relaciones públicas, gestión de la comunicación.
Abstract
This paper analyses the use of organizational listening as a communication strategy for organizations in Spain. Despite its relevance, organizational listening is not much studied. We want to know if Spanish organizations give priority and incorporate techniques and strategies of public relations according to the listening, and also about their implementation. For that purpose, a quantitative methodology is applied using surveys to communication practitioners and stakeholders of Spanish organizations. Results show that, on the one hand, organizations in Spain apply this strategy to a lesser extent than other types of communication strategies, and, on the other hand, stakeholders perceive that organizations make a utilitarian use of the organizational listening techniques for their own benefit.
Keywords: organizational listening, communication strategies, public relations, communication management.
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