Director de comunicación: figura primordial para la gestión de la comunicación empresarial.

Abstract

This essay aims to emphasize the importance of the Chief Communications Officer (Dircom) within institutions, highlighting their roles and characteristics that make them indispensable. Another key objective is to understand how their strategic actions have benefited institutions and how their tools have supported large companies during times of crisis. To achieve this, a qualitative approach was employed to analyze bibliographic sources, conducting an in-depth review of previously conducted studies that allowed for an evaluation of the significant contributions made by the Dircom. This work underscores the substantial support this professional provides to companies, as exemplified by the case of the pharmaceutical company Johnson & Johnson. The company faced a moment of crisis that was effectively managed through strategies designed by a Dircom, resulting in highly favorable outcomes.