Strategic communication management in the new hybrid organizationalmodel

Abstract

Following the lockdown due to COVID-19, companies had to adopt new practices and organizational models to adapt to change, but above all to survive and withstand the major commercial and operational challenges that this entailed. This is how organizations made ICTs a key competitive advantage to achieve greater productivity, operational efficiency, agile and effective response to their markets, as well as greater flexibility, a better environment, and job skills through the implementation of the hybrid organizational model, in which virtuality and face-to-face interaction are applied according to the operational, administrative, and commercial conditions of each context, finding great advantages and benefits both economically and operationally, as well as for strengthening their image and business reputation. In this sense, communication plays a strategic role in the successful implementation of the hybrid model, as new communication protocols must be established, as well as protocols for interaction, relationship building, and participation, both virtually and in person, through effective communication, ensuring a process of adaptation and transformation that significantly impacts the achievement of strategic objectives, sustainability, and organizational competitiveness. This research proposes to identify the strategic actions that are being implemented in multiple organizational contexts around the hybrid model, in which communication is a strategic value for facilitating the transformation not only of processes but also of organizational culture, providing an excellent opportunity for the generation of knowledge in this new and complex organizational phenomenon.