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ICT vs. COMUNICAZIONE D’IMPRESA

Ecco un argomento adatto per una tesi, una conferenza, un saggio o perfino un corso di formazione. Con chiunque  mi trovi a parlare di ICT o  di Comunicazione d’impresa mi viene il dubbio se all’interlocutore sia chiaro di che si tratti e quali siano le differenze o i punti in comune. Il più delle volte ho l’impressione che l’interlocutore faccia credere di sapere già tutto (salvo le solite eccezioni). Eppure su questa dicotomia si basa  buona parte delle evoluzione delle imprese, soprattuto in questo periodo di Recessione.

ICT sta per Information Communication Technology ed include l’intero mondo delle nuove tecnologie informatiche e Web. Per Comunicazione d’impresa s’intende l’insieme di messaggi che da ogni impresa sono indirizzati verso gli interlocutori esterni e interni. A tutta prima si potrebbe desumere  che l’ICT non sia altro che uno strumento moderno per gestire le imprese e per fare Comunicazione d’impresa.

L’argomento è un po’ più complesso. Banalmente si tende a dire che l’ ICT è uno strumento. Me lo ha detto anche un docente universitario specialista della materia. Ma se entriamo un po’ in  profondità ci rendiamo conto di quanto l’ICT sia non solo strumento, ma sia know how, competenza specifica, mentalità, preparazione professionale, finalizzazione, metodo. Quando si dice che l’ICT è strumento si commette una banalizzazione. Di fatto l’ICT  è una sintesi estrema di un’insieme sterminato di soluzioni a volte semplici, a volte complesse che possono essere utilizzate in tutti i campi dello scibile umano, dall’economica alla chirurgia, alla meccanica, alla navigazione aerea, ai processi industriali, ecc.

Ne consegue che quando si intende parlare di ICT applicato alla Comunicazione d’impresa occorre prima di tutto entrare nella logica della stessa Comunicazione d’impresa eppoi capire come l’ICT sia adattabile. Gli scopi che si possono conseguire sono almeno due: il primo, risparmiare molto tempo e molto denaro; secondo, aumentare l’efficacia in termini di risultati.

Per l’ ICT applicata alla Comunicazione d’impresa il percorso è lo stesso.

La conseguenza è che non sarà un esperto di ICT che farà Comunicazione d’impresa, ma sarà un esperto di Comunicazione d’impresa che imparerà a sfruttare le tecnologie ICT. Questa logica è solo apparentemente scontata. Ad esempio, il linguaggio di Comunicazione cambia, le modalità di scrittura evolvono e si fanno più essenziali, La gestione delle immagini cambia, i comportamenti degli individui cambiano, la comunicazione tradizionale cambia. Così pure si sviluppano i link, i banners,  il passa-parola. I destinatari dei messaggi comunicazionali saranno individuali e non generici, gli automatismi di percezione dei messaggi sono diversi da individuo a individuo.

In denitiva, ICT e Comunicazione d’impresa non sono l’uno al servizio dell’altra. Devono adattarsi l’un l’altro. Solo così migliora la professionalizzazione dell’uso dell’ICT e l’efficacia della Comunicazione d’impresa.

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