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A balance of image
and persuasion
Argentine author Javier Bartoli Piñero shares
his views on the communicator’s role
by Carina Carrasco
E
ach year, Wellcommunity, a Spanish-language online needs to be able to analyze com- work. How did your experience
community dedicated to business communication, recog- plex settings for the enormous as a teacher influence your vision
nizes Spanish-language and international books for their and broad management of all as a professional in this field?
contribution to the development of the communication the streams of information that JBP: My teaching experience is
profession. In 2009, it exist in an organization, making the product of my professional
chose a book by two Argentinean him one of the few people in experience, not the other way
PR professionals, Javier Bartoli the company with 360-degree around. I have never been a pro-
Piñero and Federico Rey Lennon, vision. That organizational fessor bringing theory to organi-
Reflexiones sobre el management de insight makes him the CEO’s zations.… My preference is for
la comunicación (Reflections on right-hand man and a key mem- concrete work, with measure-
Communications Management), ber of the executive team, taking ments and results, rather than
which looks at some of the skills on roles and responsibilities that theory in its strict sense.
communicators will need to suc- tend to go beyond the mere However, the intellectual exer-
ceed in the future. Bartoli Piñero Javier Bartoli Piñero practice of communication, cise offered by the classroom,
spoke with IABC member Carina directly affecting the organiza- and the contact with the stu-
Carrasco about the book and its central points. Bartoli Piñero is cur- tion’s reputation or corporate dents, is enriching, and can lead
rently the chief of protocol of the Inter-American Development image, thereby rendering him the professor to draw parallels
Bank, headquartered in Washington, D.C. Previously, he was the an “image keeper.” to situations that arise in the
global director of public affairs and communications for the Round Accordingly, the modern organization in which he works.
Table on Responsible Soy and the corporate communications man- communication director spends This surely leads to ideas and
ager for Microsoft for Argentina, Paraguay and Uruguay. time not only communicating, courses of action that the profes-
but also listening and learning, sor will apply to his daily work
Carina Carrasco: In your book, understanding the reasons in the area of communication
you describe communication behind and the details of the once he becomes an executive.
directors as among the few organization, learning the target
people who have a 360-degree audience’s motivations and CC: What capabilities does a
view of their company. What impulses. The communication good director of communica-
do you mean by that? director’s daily raw material tion need, and what skills do
Javier Bartoli Piñero: The com- involves image while his work- you think communicators will
munication director’s role goes ing tool involves persuasion. need in the future?
beyond the obvious require- JBP: Communication directors
ments of specific training in CC: Your book begins with an need to be strategic advisers for
the field of communication. academic approach and then the organization—social scien-
The communication director narrows its focus to day-to-day tists who apply their knowledge,