Silvia Bernardini, fundadora y vicepresidenta ejecutiva de Comstat Rowland, habló de la evolución de la empresa en sus casi cuarenta años.
Comstat Rowland fue fundada en Caracas en 1986 por cuatro profesionales de la comunicación: Silvia Bernardini, Eduardo Chibás, Orlando Cuevas, y Gloria Chibás. «CR comenzó
como una firma de consultoría en comunicación estratégica y relaciones públicas con una oficina pequeña y una fuerte convicción de ayudar a las empresas a comunicar sus historias de
manera honesta y apasionada», expresó la vicepresidenta ejecutiva de la empresas, Silvia Bernardini.
Para su primer cliente, Jeep de Venezuela, Comstat Rowland organizó en Caracas, en enero de 1987, una rueda de prensa con Scott Carpenter, uno de los siete astronautas del proyecto Mercury de la NASA y el segundo en orbitar la tierra despúes de John Glenn.
También en 1987, Comstat Rowland coordinó la visita a Venezuela del CEO de Procter and Gamble (P&G), John Smale, quien tuvo un encuentro con el entonces presidente Jaime Lusinchi. Relató Bernardini que en ese momento la agencia de comunicaciones realizó para P&G su primer sondeo de opinión, lo cual sentó las bases del servicio de Sondeos y Estudios que ofrece actualmente la empresa.
Potenciando la comunicación estratégica
La comunicación estratégica no es solo una herramienta de difusión, dice Bernardini, también requiere que los líderes de la empresa se involucren proactivamente en la narrativa institucional. «Cuando se comprende y se valora desde la alta dirección, la comunicación estratégica no solo se fortalece el mensaje, sino que además se humaniza la marca, se transmite autenticidad y se genera una conexión emocional que ningún manual puede replicar», señala Bernardini.
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| La comunicación estratégica requiere tiempo, coherencia y visión para generar resultados visibles y sostenibles, dice .Silvia Bernardini. |
También es aconsejable involucrar a los gerentes, técnicos, coordinadores o incluso al personal operativo de la empresa, que interactúa directamente con clientes o comunidades, dice la especialista. «Si se les capacita y se les da espacio, se convierten en embajadores espontáneos de la marca. Además, suelen tener una credibilidad única porque hablan desde la experiencia, no desde el protocolo», acota Bernardini.
Comstat Rowland, coincidiendo con este trigésimo noveno aniversario, anunció el rediseño de su sitio web www.comstatrowland.com, para que sus clientes actuales y potenciales puedan conocer de una manera más amena y eficiente las diferentes propuestas de servicios que ofrece.
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