5 reading minutes
In an interview for the EPC, Damian Fernandez Pedemonte y Catalina CastroProfessors and researchers in the Transfer area explain how the experiences in Company and applied research helps organizations address challenges from academic knowledge and field experience.
—What are In Company experiences about and what kind of needs do they seek to solve?
—These are training programs that are tailored to meet the skills development needs of all types of organizations: companies, media outlets, government agencies, and civil society organizations. The department also works on applied research, which means putting academic knowledge to work solving organizational problems. Our work goes beyond training; it involves transferring expert knowledge to institutions. Through this collaboration, those who approach the University can find opportunities to develop new solutions for their organizations or address training needs for their teams, always based on a prior contextual analysis and assessment. The department designs programs, initiatives, and research projects to manage each of the needs we receive.
—What differentiates traditional training from a training process designed for an organization?
—Traditional training focuses on individuals, on skills development, which can be initiated by the individual or by the company they work for. These are more generic approaches that follow academic formats designed to meet the expectations and needs of a broader audience. The difference with ad hoc training designed for knowledge transfer is that it is based on and developed in collaboration with the specific needs of the person requesting it.
—Why has training or research in communication ceased to be an accessory aspect and become strategic today?
—We understand communication not only as a highly relevant functional area—which deals with the reputation of the corporate brand among other crucial aspects—but as a strategic dimension that permeates every space within the organization and, above all, the organization's relationship with its stakeholders And with the environment: governments, clients, competitors, context, the environment, and the general public. This relationship is one of communication, and this communication requires vision, strategy, and planning. That's why we receive requests from various areas—not just the Communications Department—and from management to address a wide range of challenges: from measuring reputation and evaluating sustainability plans to training spokespeople and brand ambassadors.
—How do you address sensitive topics such as crisis management, internal communication, or conflict negotiation within corporate training?
—Generally, crisis management topics, whether internal or public, come at the request of companies. The most important thing is being able to address them outside the context of a crisis, which doesn't always happen. When training or research is underway, we can analyze potential emerging issues or sensitive agendas that should be considered in the event of a crisis. Part of our role is to identify these potential issues.
—How do you measure the impact or effectiveness of the interventions?
—One thing that distinguishes applied research from purely academic research is that the former is validated when the findings actually serve to change something. Training also aims to produce change, perhaps in perspective. If there is no change, there is no learning.
Our training programs begin with a diagnostic assessment and conclude with an evaluation, recommendations, and action plans. Many organizations call us back because of the results they've achieved; with others, we work for several consecutive years, monitoring the proposed changes (using techniques of mentoring or shadowing, For example).
Along with this, we have developed for the United States Chamber of Commerce, AmCham, a tool for measuring the performance of companies in corporate communication called KCI (Key Communication Indicators) which we have been implementing since 2018. KCI provides us with a lot of information on best practices and communication measurement indicators.
—The Argentine agribusiness system is enormous and diverse. The platform has been working for nine years, including communication training, classes, and discussion forums, among other things; but its greatest contribution is the research project on young people's perceptions of agriculture. This project brings together a series of qualitative studies that have focused on sensitive emerging issues in agriculture, such as environmental concerns, animal welfare, food production, and innovation.
In recent years, the agricultural sector has significantly professionalized its communication management. The threats and weaknesses (if we consider a SWOT analysis) stem from the level of public, and specifically young people with little connection to agriculture, who have limited knowledge of this production system. This presents a very interesting challenge, and it's not just an Argentine challenge, but a global one.
— Many cases could be mentioned. In Authorization (Argentine Association of Cooperatives) we help the business group think from a public profile, the brand, the culture and governance; with the company Viterra We academically validated a vast program of study on the carbon footprint in the Argentine countryside; we provide training in corporate communication topics for media outlets such as Artear o TurnerWe also help YPF in the implementation of a technical career, to CONICET in the development of its communication management, and to Bank province in the formalization of communication policy.
We have long worked with companies and organizations in the agricultural sector, where we have observed significant progress in their communication with the public. We also work repeatedly with the healthcare sector to help them professionalize their communications teams. We have advised the mining sector on crisis management and provided training in media relations.
Within itself Universidad AustralWe conducted the first measurement of brand reputation in the country's healthcare sector for the Austral University HospitalWe collaborate with the University's Graduate Area on its strategic communication plan, and with the IAE in the training of leaders in communication skills.
Learn more at: https://www.austral.edu.ar/comunicacion/escuela-de-posgrados-en-comunicacion/in-company/
