Estrategias de comunicación y la imagen corporativa del GAD Parroquial 11 de Noviembre

Abstract

The word communication encompasses a number of edges and one of them is the institutional one that does not stop being a process of exchange of messages by the internal public of an institution to the beneficiaries or citizens of a certain geographical space. Assertive internal communication seek the satisfaction and well-being of the staff, more than that first product continues the external communication that concerns the target audience that the institution or dependency serves. This complex process uses as a strategy the correct management of the identity and institutional image and its function is to generate influence in the entity. These actions must be coherent, have concordance and reciprocity; the interaction between the actors must be clear and permanent, likewise the participation in the development of the daily activities are those that determine the value to the identity. "The corporate image is everything that makes up the letter of presentation of the company, and in its system of visual identity are present constitutive elements of identity as the history of the company, its evolution its structures, services and realities present" (Argüello, 2009, page 9). That is why the communication strategy plays an important role in the development of the corporate image to achieve positioning of a brand, be it a company or an institution. The Parliamentary GAD Eleven of November through a strategic communication plan seeks to improve the relationship between authorities and citizens with the correct intervention and application of the proposed strategies because residents of the sector have the right to access information from the institution and also to participate in the decision making of the Decentralized Autonomous Governmen. Keywords: