Diplomacia Corporativa. El caso de la cadena de hoteles Meliá

Diplomacy is based on this concept, as a tool that contributes to managing relationships as well as communication, corporate image and the reputation of a company, institution or organization. Internationalization and globalization advises that corporate communication should add, in its institutional relations, everything that diplomacy can provide. This article focuses on the concept and application of "corporate diplomacy" to companies and institutions, and on the corporate diplomats and their competencies. We also propose a case study on the Meliá Hotels International chain, a pioneer in creating an Institutional and Corporate Diplomacy (CD) Cabinet.Comunicar es imprescindible hoy para las instituciones, organizaciones o empresas. Lo importante es saber hacerlo y tener presentes los principales grupos de interés. Sobre este pilar se asienta la Diplomacia Corporativa, como herramienta que contribuye a gestionar las relaciones así como la comunicación, la imagen y la reputación de una compañía, institución u organización. La internacionalización y la globalización aconsejan que la comunicación corporativa deba añadir en sus relaciones institucionales todo lo que la diplomacia puede aportarle.El presente artículo se centra en el concepto y aplicación de la «diplomacia corporativa» a las empresas e instituciones, así como en la figura del diplomático corporativo en las organizaciones y sus competencias. Además, planteamos un estudio de caso sobre la cadena Meliá Hotels International, pionera en crear un Gabinete Institucional y de Diplomacia Corporativa (DC). Diplomacy is based on this concept, as a tool that contributes to managing relationships as well as communication, corporate image and the reputation of a company, institution or organization. Internationalization and globalization advises that corporate communication should add, in its institutional relations, everything that diplomacy can provide.This article focuses on the concept and application of "corporate diplomacy" to companies and institutions, and on the corporate diplomats and their competencies. We also propose a case study on the Meliá Hotels International chain, a pioneer in creating an Institutional and Corporate Diplomacy (CD) Cabinet