Gestión de la identidad corporativa en empresas periodísticas colombianas

Ángela  Preciado Hoyos

doi:10.4185/10.4185/RLCS-64-2009-863-809-818

Authors

Ángela Preciado Hoyos University of the Sabana

DOI:

https://doi.org/10.4185/10.4185/RLCS-64-2009-863-809-818

Keywords:

corporate identity, journalistic values, Colombian journalistic organizations

Abstract

To stand out among the abundant means and contents offered by the current informative market, journalist organizations should intensify actions which fortify their identity. This identity is built on the organization values which besides generating visibility to the brand should be a motivational source to journalists. This article analyzes the way elements from which the identity of a group of Colombian companies is constructed and the way these elements are known and shared by the companies’ content directors. As reference, studies about corporative communication are taken, according to which, an organization intends to transmit an integral idea about what it is and what it does through disclosing characteristics that end up rooting in the employees behavior. This article contributes with different perspectives to the discussion of identity formation within organizations that work with talented, creative and critical people, main characteristics presented by journalists.

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Author Biography

Ángela Preciado Hoyos, University of the Sabana

Social Communicator - Journalist from the University of Antioquia, Colombia.

Speaker in Communication from the University of Navarra, Spain.

She has been a professor and researcher at the Faculty of Social Communication-Journalism at the Universidad Pontificia Bolivariana, in Medellín.

At present she is a professor at the Faculty of Communication at the University of La Sabana, Colombia.

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