摘要：This article presents the theoretical bases and the research process that supported the creation of a technological tool to manage daily work in the world of communications and to increase the quality of its products. A Chilean team investigated the role of communications in the strategic, journalistic and audiovisual areas. The goal was to identify its processes, actors, relationships, environment variables and relevant performance indicators and to develop a common theoretical-conceptual framework with relevant quality indicators for evaluation and improvement. The main result of the research is a platform, Work Key, with separate components for the three areas. It also considers that each professional can “take their office with them,” thanks to synergistic components designed for smartphones and tablets. Its conclusions tend to contribute and establish interesting nuances in a discussion regarding the impact of technological changes and to supply new tools to face current difficulties in the communicative process.
关键词：Communications; platform; corporate communication; journalism and audiovisual production.
其他关键词：Comunicaciones; plataforma; comunicación corporativa; periodismo y producción audiovisual.
