Resumo

SALAS FORERO, Claudia Patricia. Positioning of Strategic Communication as a Management Practice in Colombia's Largest Companies. Signo pensam. [online]. 2013, vol.32, n.63, pp.94-109. ISSN 0120-4823.

For Martin-Barbero and Rey (1999), the study of communication focuses, from the beginning of the current decade, in the organizational communication, and is marked by a strategic approach to achieve its management status and its power. The purpose of this study is to determine whether the managerial function of communication is being exercised in the largest companies of higher sales in Colombia. Personal and telephone surveys of semi-structured questions were applied to the communication directors of the 21 companies of higher sales in Colombia, in accordance with the Dinero magazine's list (2010). We found that although there is a generally positive positioning of the managers responsible for strategic communication in Colombia's largest companies, its influence is limited in certain areas, responsibilities or stakeholders, so they do not meet fully their strategic management.

Palavras-chave : Strategic communication; managerial administration; communication positioning; larger companies, Colombia; Organizational communication; organizational behavior; communication strategies; trade relations, Colombia.

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