Of all it is known that the communication is a strategic tool inside any company that wants to be well posicionada on the market. This does not mean that the communication is the key of the success, but yes that it is his part and, certainly, without communication nowadays we are more easily exposed to the defeat. In fact, across the integral communication we are going to bring over to the market the image that we want that it is had of our company, what it is going to allow us posicionarnos of more and more competitive form. And this affirmation is valid both for the multinational companies and for the PYMES, many of which fall down in the error of thinking that the communication is only a part of the big companies.

At present, we are immersed in a stage of marketing of perceptions, where «the essential thing is not it to be, but it to seem», where what it imports truly is what perceives our market, of our company and of our mark and contributes of clear form the communication to it. For it, any company that it does not worry about controlling and promoting his communication politics is losing many opportunities to improve his image and his face mark so much to the proper company as on the outside.

A fact is clear. The position of a company needs an analysis previous to the market to know what is what the consumers demand, then we will throw the product or service that better satisfies the needs across the most profitable distribution channels and finally we will have to commercialize it. But even there it does not stop being what they do the totality of the present companies on the market.

What is going to give us the possibility of differing from the rest is going to be the communication dealt with his most global sense. It is that we are going to allow to create in the consumer the need to acquire our product and the one that is going to do that the client is praised by ours opposite to that of the competition.

Why, if not, in equality of characteristics and equality of prices, the consumers we choose one or another product? The answer is easy. Simply for the perception that we have of every mark, perception that is translated in images stored in the memory, and that they have his origin in the different strategies of communication thrown by the company in the different supports.

There turns out to be obvious, therefore, the importance of a good strategy of communication. A strategy that we can carry out from the different hardware that the marketing offers us, and that we will see further on, but in that a common element always exists: the message that we want to transmit to the market and that is that us to va posicionar and it is going to separate us from the competition.

Therefore, the election of a good message is fundamental so that the communication strategy is effective. But to choose the message not always is easy, especially if we bear in mind the process that continues the communication, since between what we want to say and what finally is perceived, there follows a somewhat complex process that forces that is realized by professionals:

GRAPH 1. PROCESS OF THE COMMUNICATION

Therefore, this communication process reveals the need to be provided in the organization with a human team specializing in this area or, in his defect, with an exterior company specializing in communication.

But Homely it reveals the importance of the message to be transmitted, which has to come to the consumer without spoiling the reality of the company, or as I have said previously, without spoiling the image that we want that the market has of our company.

In this sense, the communication can never be to the margin of the characteristics and targets
that define the company, but rather everything opposite: the corporate communication must be a reflex of the managerial strategy. For this motive, the director of communication or dircom of any company it must be part inevitably of the direction committee. Only this way it will be able to be informed perfectly about the targets of the company and, consequently, act in this sense.

The changes that have taking place on the market of the communication it has joined with a lot of Internet force, which it has made concepts real like interactivity, personalización, globalization, information society, knowledge management... and, especially, it has created an opportunities environment for the companies and the professionals.

It has defined a new field of play, mixing the communication with the marketing, the sale and the distribution. There are new mass communication media, it is a new way of understanding the communication and the marketing, it is generating new values and standards of behavior and is creating new business models, what it forces us to speak about integral communication like a pool of means which purpose is that of creating a solid and lasting image of the company and of the product.

Included like subfunction of the modern marketing, the integral communication it comprises Homely the following activity areas:

• Publicity.
• Image, public relations and campaigns of communication.
• Patronage and patronage.
• Corporate social marketing.
• Promotion.
• Merchandising.
• Direct marketing.
• Internet.
• Etc.

Targets

Finally the communication is going to help us to:

• To contribute to the knowledge and position of the company achieving a mark consolidated to work on a highly competitive market.
• To announce to the market our extra cost and to promote our characteristics diferenciadoras.
• To do branding so that there is promoted the image of mark of the company inside our sector.
• To bring over the concept and the image of mark of the company to our objective public.