Transparencia y comunicación: las seis preguntas de Kipling

Elisa Baraibar-Diez; María D. Odriozola

doi:10.14198/MEDCOM2015.6.2.04

Autores/as

Elisa Baraibar-Diez Universidad de Cantabria, España
María D. Odriozola Universidad de Cantabria,

DOI:

https://doi.org/10.14198/MEDCOM2015.6.2.04

Palabras clave:

Transparencia, Comunicación, Responsabilidad social, Rendición de cuentas, Grupos de interés, 6W

Resumen

La transparencia se ha convertido en objeto de deseo para gestores y empresas, convirtiéndola en una de las claves para la comunicación organizacional. Sin embargo, suele entenderse como una mera forma de divulgación, considerando únicamente la comunicación unidireccional al receptor. Las deficiencias identificadas en las definiciones de transparencia nos llevan a plantearla de nuevo basándonos en la consistencia entre los elementos de la comunicación: mensaje, mensaje, canal y receptor, así como en los seis honestos servidores de Kipling: qué, por qué, cuándo, cómo, dónde y quién (6W). Se propone un modelo tridimensional de transparencia junto con un sendero de 7 pasos que constituyen una herramienta sencilla y útil para las empresas, que han de reflexionar y valorar la idoneidad de cada elemento para implementar una estrategia de comunicación transparente.

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