Challenges and opportunities of Human Resources management in the Institutional Image Offices of the public sector during the Covid-19 pandemic Desafíos y oportunidades de la gestión de los Recursos Humanos en las Oficinas de Imagen Institucional del sector público durante la pandemia del Covid-19

Abstract

This article addresses the challenges faced in the management of human resources in the Institutional Image Offices of public entities during the Covid-19 pandemic. The main objective is to identify and analyze the challenges and opportunities that have arisen in this context, as well as to propose effective strategies to address them. This article is relevant as Institutional Image Offices play an important role in the communication and projection of public entities, especially in times of crisis such as the Covid-19 pandemic. The methodology used included interviews with professionals who held the position of Communication Director (Dircom) during this period. The results revealed a number of common challenges, such as adapting to remote work, managing emotional well-being, and coordinating communication activities in a virtual environment. In conclusion, this study highlights the importance of effective human resources management in Institutional Image Offices during the Covid-19 pandemic and offers practical recommendations to address the challenges and obstacles identified, with the aim of strengthening the capacity of these offices to fulfill their communication mission and promote a positive institutional image in times of crisis.