Los Gabinetes de Comunicación del sector ferial ante la crisis financiera. Perfiles, acciones y estrategias | Department of Communication of the trade fair sector and the financial crisis. Profiles, actions and strategies
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Abstract
Resumen
Las ferias constituyen espacios de comunicación profesional. Además de cómo centros de negocio pueden analizarse como lugares de intercambio de información y conocimiento. Existen tres tiempos en el desarrollo de una convocatoria ferial: pre-feria, feria y post-feria. En cada etapa, los distintos actores del mercado ferial (organizadores, expositores y visitantes) deben incluir una serie de actuaciones comunicativas. Se elabora un perfil de los Gabinetes de Comunicación en el sector ferial, que incluye su estructura y funcionamiento. La investigación también aborda las estrategias utilizadas de forma habitual por estos departamentos y las adaptadas a un entorno de crisis económica. Se analizan las acciones de comunicación más importantes realizadas en cada etapa por el organizador ferial y se hace una breve referencia al comportamiento relacional de los expositores y visitantes profesionales en este tipo de eventos. Las ferias han evolucionado desde un concepto centrado únicamente en parámetros de venta, hasta una conceptualización más amplia, como lugares de relaciones interactivas entre profesionales. Es posible considerar a las ferias como espacios de divulgación de los avances técnicos y científicos. En estos certámenes se pueden trasladar al público y a los medios de comunicación contenidos complejos de una forma comunicable y comprensible. Así, contribuyen a lograr una verdadera sociedad del conocimiento.
Palabras Clave
Comunicación profesional, ferias, estrategias, gabinetes de comunicación, gestión, eventos.
Abstract
Trade fairs are professional communication spaces. In addition to how business centers can analyze as places of exchange and knowledge information. They there are three steps in the development of a trade fair parade: pre-trade fair, trade fair and post-trade fair. In each step, different actors of the fair market (organizers, exhibitors and visitors) should include a serie of communicative actions. A profile of Communication Cabinets in this sector is elaborated, including his structure and operation. The investigation also deals with useful strategy ways for these departments and the adapted ones an economic crisis environment. More important communication actions are analyzed in every phase by the fair organizer and a brief reference is done to the relational behavior of the exhibitors and professional visitors in this type of events. Trade fairs have developed from an only centered in sale parameters concept, until an ampler conceptualization, as places of interactive professional relationships. Usually trade fairs are considered as technical advances and scientist spaces. In these contests you can change public and restrained media complexes to a comunicable and understandable way. So, it is possible to get an authentic knowledge society.
Keywords
Professional communication, trade fairs, strategies, department of communication, management, events
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