Client

LATINCO S.A. is a civil works construction Colombian company that has participated in the execution of large road interconnection projects on national, secondary and urban highways throughout the country. It is a company branched out along the main national cities and has around 1400 employees.

Problem and main goal

To analyze the internal and external communication flow to propose an effective communication plan for the company.

Ideation/ concepts

• • Hierarchical structures of power
• • Corporate center and organizational chart
• • Messages float
• • Communication signage
• • Stakeholders’ relations
• • Formal and informal communication

Methodology

Qualitative research mainly focused on surveys and interviews with key stakeholders from all the company´s divisions around the country

Insights

1. The strongest component of the company relays on its reputation both inside and publicly according to an ethical fulfillment of all corporate duties to carry out the projects.
2. The informal structure of power to carry out communication processes does not coincide with the formal organizational chart, rather is centralized in two members or the organization that manage the main offices in Bogotá and Medellin, thus, guiding all information and communication under this logic.
3. If strategic communication is not prioritized over tactical communication, it will be difficult to achieve the objective of fluid, assertive, clear, effective and concrete communication within the organization and to the outside world.
4. Greater participation of formal communication processes inside the organization’s decision-making teams will optimize the flow of information and communication achieving greater results and saving many resources.

Deliverables

• SWOT analysis: Strengths, Weaknesses, Opportunities y Threats
• Communication strategy plan
• Stakeholder’s mapping
• Communication kit for conducting civil works activities in rural areas
• Crisis management manual
• Media management manual