Comunicación: reputación y crecimiento empresarial.

Communication has progressively been gaining an increasingly important place in the agenda of the boards of directors of the several organisations. This has, in turn, lead to consolidating new concepts within the field of organisational communication such as: reputation, image and identity which have either direct or indirect impact on a business' profitability. This article shows how communication, from the way messages are written within organisations, has an effect on both their image and reputation, and also shows what this entails regarding profitability and business growth. In order to do it, a descriptive study was carried out in which qualitative nominal variables (survey) and continuous quantitative variables (perception and positioning analysis) were included. Such instruments were used to analyse the communicative actions of four mobile communication companies in Colombia: Claro, Tigo, Movistar and Virgin Mobile as well as the communication processes promoted through their web sites. The outcome of the study showed that by taking elements of digital communication, such as usability, as well as linguistic elements of illocutionary (intentions of communication, persuading-informing), locutionary (selection and superposition of codes) as well as perlocutionary nature, balanced messages that impact the image and reputation of organisations can be accomplished. Consequently, in the cases object of this study, there was a noticeable increase in the number of customers, which positively impacted the profitability of those organisations. This was successfully achieved by appropriately using communication processes through suitably elaborated messages and media. [ABSTRACT FROM AUTHOR]