Los esfuerzos de comunicación tienen que realizarse antes, durante y después de poner en marcha lo que se quiere lograr en el corto, mediano y largo plazo.
La incoherencia e inconsistencia entre la realidad de los hechos y los contenidos del relato público, produce de manera continua grandes brechas entre el ser y el parecer de las empresas, las instituciones, las marcas y las personas.
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