Strategic communication practices by consultants in Colombia
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 21 April 2020
Issue publication date: 5 May 2020
Abstract
Purpose
The purpose of this study is to determine the perception of communication and PR agency directors in Colombia regarding strategic communication and its relationship with consultancy when involved with three types of activities: bringing the context close to the organization, providing new knowledge and facilitating change.
Design/methodology/approach
This paper provides an exploratory study based on semi-structured interviews of a sample of 55 communication and PR agency directors.
Findings
Among the directors interviewed, there are different criteria concerning strategic communication and the services this entails. Although the literature mentions that consultancy should focus on counseling, accompanying, advising and orienting without making decisions for the client or performing any operative activities, many Colombian agencies offer these services, in addition to other technical ones. This is because these are the most requested ones by their clients and so are important in acquiring contracts in the country's communication sector.
Research limitations/implications
The limitation of this study is the absence of a regularly and systematically updated directory and database with the current size of the communications sector and its yearly revenue in Colombia.
Practical implications
Lack of consensus regarding strategic communication consultancy may lead to unfair competition on prices and confounding strategic and nonstrategic services in the market.
Social implications
New academic knowledge for the communication practices in communication agencies in Colombia and Latin America.
Originality/value
This article arises from initial research done in Colombia on the perceptions of the communication sector's directors regarding the meaning of strategic communication and key capacities in the provision of services under that remit.
Keywords
Acknowledgements
This article presents results of the research project “Creation and permanence of local communication consulting companies” (COM-59-2012), carried out in the Research Center of Corporate and Organizational Communication, Cicco (for its initials in Spanish), and funded with resources from the Research Department and the Faculty of Communication of Universidad de La Sabana, Colombia. Aknowledgements to Marcela Nivia-Flórez and Juan Pablo Correales-Rivas for their help in applying the interviews.
Citation
Preciado-Hoyos, A. (2020), "Strategic communication practices by consultants in Colombia", Corporate Communications: An International Journal, Vol. 25 No. 2, pp. 227-242. https://doi.org/10.1108/CCIJ-06-2019-0066
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited