{"id":149499,"date":"2025-11-04T00:54:28","date_gmt":"2025-11-04T03:54:28","guid":{"rendered":"https:\/\/infoecos.com.ar\/?p=149499"},"modified":"2025-11-05T01:48:52","modified_gmt":"2025-11-05T04:48:52","slug":"economia-la-reputacion-corporativa-es-prioridad-pero-la-medicion-y-la-sustentabilidad-siguen-rezagadas","status":"publish","type":"post","link":"https:\/\/infoecos.com.ar\/index.php\/economia-la-reputacion-corporativa-es-prioridad-pero-la-medicion-y-la-sustentabilidad-siguen-rezagadas\/","title":{"rendered":"Econom\u00eda: La reputaci\u00f3n corporativa es prioridad, pero la medici\u00f3n y la sustentabilidad siguen rezagadas"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"406\" height=\"184\" src=\"https:\/\/infoecos.com.ar\/wp-content\/uploads\/2025\/11\/image-18.png\" alt=\"\" class=\"wp-image-149500\"\/><\/figure>\n\n\n\n<p><strong>AmCham Argentina (la C\u00e1mara de Comercio de los Estados Unidos en el pa\u00eds)&nbsp;<\/strong>y la&nbsp;<strong>Escuela de Posgrados en Comunicaci\u00f3n (EPC) de la Universidad Austral&nbsp;<\/strong>presentaron los&nbsp;<strong>Resultados 2025&nbsp;<\/strong>de&nbsp;<em><strong>Key Communication Indicators&nbsp;<\/strong><\/em>(KCI), la herramienta de diagn\u00f3stico y medici\u00f3n de la performance de comunicaci\u00f3n corporativa que ambas instituciones cocrean desde 2017.<\/p>\n\n\n\n<p>El estudio, que re\u00fane informaci\u00f3n de m\u00e1s de 100 empresas que operan en distintos sectores del pa\u00eds, muestra que la reputaci\u00f3n corporativa se consolida como el eje central de la gesti\u00f3n comunicacional, aunque persisten brechas en la medici\u00f3n, la sustentabilidad y la integraci\u00f3n de inteligencia artificial a las estrategias.<\/p>\n\n\n\n<p><strong>Principales hallazgos<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>87%<\/strong>\u00a0de las empresas cuenta con un plan de\u00a0<strong>comunicaci\u00f3n digital corporativa<\/strong>, pero solo\u00a0<strong>44%<\/strong>\u00a0utiliza m\u00e9tricas espec\u00edficas para evaluar su desempe\u00f1o en medios.<\/li>\n\n\n\n<li><strong>65%\u00a0<\/strong>de las compa\u00f1\u00edas incluye la\u00a0<strong>comunicaci\u00f3n de acciones de sustentabilidad\u00a0<\/strong>en su plan estrat\u00e9gico, aunque solo\u00a0<strong>18%<\/strong>\u00a0realiza acciones sistem\u00e1ticas de engagement interno sobre estos temas.<\/li>\n\n\n\n<li><strong>68%<\/strong>\u00a0posee una\u00a0<strong>matriz de issues management\u00a0<\/strong>con plan de acci\u00f3n, pero apenas\u00a0<strong>32%\u00a0<\/strong>cuenta con un\u00a0<strong>comit\u00e9 de crisis reputacional<\/strong>.<\/li>\n\n\n\n<li><strong>74%<\/strong>\u00a0realiza\u00a0<strong>seguimiento parlamentario<\/strong>, aunque\u00a0<strong>64%<\/strong>\u00a0no mide ni comunica los resultados de su gesti\u00f3n con gobierno.<\/li>\n\n\n\n<li><strong>71%<\/strong>\u00a0tiene\u00a0<strong>mapa de stakeholders\u00a0<\/strong>actualizado, aunque solo\u00a0<strong>11%\u00a0<\/strong>desarrolla estrategias de\u00a0<strong>patrocinios o partnerships<\/strong>.<\/li>\n\n\n\n<li>En materia de\u00a0<strong>reputaci\u00f3n, 47%<\/strong>\u00a0de las empresas figura en rankings nacionales, y\u00a0<strong>39%\u00a0<\/strong>monitorea la reputaci\u00f3n de su marca una vez al a\u00f1o o menos.<\/li>\n\n\n\n<li>Solo\u00a0<strong>23%\u00a0<\/strong>gestiona la\u00a0<strong>presencia del CEO o alta direcci\u00f3n\u00a0<\/strong>en redes sociales.<\/li>\n\n\n\n<li>En\u00a0<strong>comunicaci\u00f3n interna, 73%\u00a0<\/strong>participa en programas de capacitaci\u00f3n y\u00a0<strong>48%\u00a0<\/strong>monitorea rankings de gesti\u00f3n interna.<\/li>\n<\/ul>\n\n\n\n<p><strong>TOP 10 | Empresas l\u00edderes en gesti\u00f3n de la comunicaci\u00f3n<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Schneider Electric<\/li>\n\n\n\n<li>Novo Nordisk Argentina<\/li>\n\n\n\n<li>BBVA<\/li>\n\n\n\n<li>Genneia<\/li>\n\n\n\n<li>Natura<\/li>\n\n\n\n<li>Novartis<\/li>\n\n\n\n<li>Edelman<\/li>\n\n\n\n<li>Tenaris Argentina<\/li>\n\n\n\n<li>Danone Argentina<\/li>\n\n\n\n<li>Banco Galicia<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Una herramienta con historia y prop\u00f3sito<\/strong><\/li>\n<\/ul>\n\n\n\n<p><br>KCI surgi\u00f3 en 2017 &nbsp;como una iniciativa de AmCham Argentina, su comunidad de directores de Comunicaci\u00f3n y la Universidad Austral, con el prop\u00f3sito de crear un espacio de reflexi\u00f3n, investigaci\u00f3n e intercambio de buenas pr\u00e1cticas sobre comunicaci\u00f3n corporativa y asuntos p\u00fablicos.<\/p>\n\n\n\n<p>Desde entonces, el proyecto se consolid\u00f3 como una referencia para medir la madurez comunicacional de las organizaciones en dimensiones clave como: medios, crisis, asuntos p\u00fablicos, relaciones institucionales, marca, sustentabilidad, comunicaci\u00f3n interna e inteligencia artificial.<\/p>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\"  class=\"wp-block-file__embed\" data=\"https:\/\/infoecos.com.ar\/wp-content\/uploads\/2025\/11\/INFORMEDEKCI.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Incrustado de INFORMEDEKCI.\"><\/object><a id=\"wp-block-file--media-65f7a0b8-34f0-40a2-9c20-fbef4086ee2a\" href=\"https:\/\/infoecos.com.ar\/wp-content\/uploads\/2025\/11\/INFORMEDEKCI.pdf\">INFORMEDEKCI<\/a><a href=\"https:\/\/infoecos.com.ar\/wp-content\/uploads\/2025\/11\/INFORMEDEKCI.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-65f7a0b8-34f0-40a2-9c20-fbef4086ee2a\">Descarga<\/a><\/div>\n","protected":false},"excerpt":{"rendered":"<p>AmCham Argentina (la C\u00e1mara de Comercio de los Estados Unidos en el pa\u00eds)\u00a0y la\u00a0Escuela de Posgrados en Comunicaci\u00f3n (EPC) de la Universidad Austral\u00a0presentaron los\u00a0Resultados 2025\u00a0de\u00a0Key Communication Indicators\u00a0(KCI), la herramienta de diagn\u00f3stico y medici\u00f3n de la performance de comunicaci\u00f3n corporativa que ambas instituciones cocrean desde 2017<\/p>\n","protected":false},"author":2,"featured_media":149500,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[10298],"class_list":["post-149499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria","tag-bloque-inferior"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Econom\u00eda: La reputaci\u00f3n corporativa es prioridad, pero la medici\u00f3n y la sustentabilidad siguen rezagadas - Infoecos<\/title>\n<meta name=\"robots\" content=\"index, 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