La gestión de conflictos potenciales como estrategia de comunicación corporativa: el caso Microsoft

Abstract

Organizations promote and participate in political communication actions address to many publics: legislators, officials, pressure groups of journalists. Today is obvious that business men bear in mind the political dynamic of the organizational environment. Corporate communication, by public relations, media strategies, lobbying and advocacy advertising, represent many political communication's actions and forms promote by corporations' dominant coalitions. However, in the past years, issues management, who use the techniques of these corporate communication forms, raise as a communication strategy to prevent and adapt to political and public issues that can affect the corporations' organizational development. The Microsoft's conflict with the government of the United States and the European Union explains this new communication form of the organizations as political actors.