Implementation and development of communicative strategies is still incipient in the Spanish SME’s market. Companies keep using old techniques instead of moving forward on innovative plans due to the lack of knowledge regarding the effectiveness of new programs. This article offers a perspective on communication management in the mentioned framework based on an empirical research. The highlights have been given by foreign trade companies from Segovia (Spain) that operate in the broad range of activities covered by this study.

Implementation and development of communicative strategies is still incipient in the Spanish SME’s market. Companies keep using old techniques instead of moving forward on innovative plans due to the lack of knowledge regarding the effectiveness of new programs.

This research presents an internal Corporate Social Responsibility plan in Mediaset España for those employees who are close to retirement. It is an innovative project proposal that aims to obtain benefits for employees, the organization, and society. Firstly, through the plan, the company is committed to accompanying and caring for employees in the final stage of their working life, providing them with economic and financial advice and advice on their physical and emotional well-being so that they are ready for succesfully transitioning into their new stage of life: retirement. At the same time, the company, taking advantage of the experience of senior workers during the years before their retirement, can improve aspects of its organization such as talent management, knowledge transfer between the different generations and pride in belonging to the organization, by involving workers cl...