El comunicador debe ser un perfecto diagnosticador, saber investigar los problemas y oportunidades comunicacionales Entrevista a Jordi Xifra

Abstract

Jordi Xifra is one of the main theorists in public relations and communication. For him, the difference between these two disciplines is framed in a semantic question of the question. Likewise, in its different publications it proposes the notion of proactive communication that seeks, mainly, to propose a model of prevention against organizational crises. In addition, it addresses the management of corporate reputation from the organizational culture, where it finds a sense of value towards the stakeholders, who will be the main actors that measure, evaluate and give reputation. His different studies delve into the relationship with the public and the way in which, from these, reputation is built. This interview has sought to delve into reputation, strategic communication and corporate culture and the profile of the communicator in the management of intangibles.