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espanolEn este articulo el autor realiza una recorrida de los temas salientes que surgieron de la novena edicion del Communication Consortium, evento anual en el que participan representantes de comunicacion de las empresas estadounidenses lideres en sus industrias, con el objetivo de compartir las mejores practicas de relaciones publicas, y analizar las tendencias y los desafios de las comunicaciones corporativas. A fines de 2009, en New Brunswick, Nueva Jersey, 80 especialistas de comunicacion representantes de las empresas 3M, AIG, American Express, General Electric, General Motors, IBM, Johnson&Johnson y Procter&Gamble, debatieron a lo largo de tres dias. El tema central se enfoco en las nuevas realidades comunicacionales que estan generando la integracion global, el uso masivo de la tecnologia y los cambios en el comportamiento social que practicamente estan reformulando el como, donde y cuando las instituciones y las personas se comunican, redefiniendo asi el alcance de la funcion de la comunicacion para fortalecer las marcas, construir alianzas y reforzar las relaciones, para contribuir a los resultados de negocio de las companias. portuguesNeste artigo o autor percorre temas que surgiram da nona edicao do Communication Consortium, evento anual no que participam representantes de comunicacao das empresas dos Estados Unidos lideres em suas industrias, com o objetivo de compartilhar as melhores praticas de relacoes publicas, e analisar as tendencias e os desafios das comunicacoes corporativas. A fins de 2009, em New Brunswick, Nova Jersey, 80 especialistas de comunicacao representantes das empresas 3M, AIG, American Express, Geral Electric, Geral Motors, IBM, Johnson&Johnson e Procter&Gamble, debateram ao longo de tres dias. O tema central se enfocou nas novas realidades comunicacionales que estao gerando a integracao global, o uso em massa da tecnologia e as mudancas no comportamento social que praticamente estao reformulando o como, onde e quando as instituicoes e as pessoas se comunicam, redefinindo assim o alcance da funcao da comunicacao para fortalecer as marcas, construir aliancas e reforcar as relacoes, para contribuir aos resultados de negocio das companhias. EnglishIn this article the author makes a review on the main subjects arose from the ninth edition of the Communication Consortium, annual event in which participates American companies communication leaders representing their industries, with the aim of sharing the best practices of public relations, and analyzing the trends and the challenges of corporate communications. By the end of 2009, in New Brunswick, New Jersey, 80 representing specialists of communication of 3M, AIG, American Express, General Electric, General Motors, IBM, Johnson& Johnson and Procter& Gamble, debated throughout three days. The central subject focused in the new communicational realities generated by global integration, the massive use of the technology and the changes in the social behavior that they are practically reformulating how, where and when the institutions and the people communicate, redefining therefore the reach of the function of the communication to fortify the brands, to construct alliances and to reinforce the relations, to contribute to the results of companies business.

Tendencias y desafíos de las marcas globales. Nuevas expectativas sobre el rol del comunicador corporativo