La comunicación organizacional y la imagen corporativa en la empresa V.TV. Producciones ubicada en la ciudad de Latacunga

Abstract

In the present investigation the importance of the organizational communication was determined, the approach of communicational strategies for the Stakeholders, and the consolidation of an adequate corporate image; that allowed to identify the level of positioning of VTV Productions before the citizens. It was considered to work from a correlational methodology to verify the interaction of the proposed variables, from a qualitative and quantitative approach, therefore, surveys were applied to the selected sample, which facilitated analyzing the perception of citizens and studying which communication strategies used operated and which ones not; and semi-structured interviews were established with the company's collaborators, in order to have indepth information and a closer vision of the institution. Communication ends up being a transversal axis in companies, so it is essential to work on it to establish the direction of the organization around its internal and external audiences, the possibility of having communication policies that allow efficient interactivity between the recipients and customers will undoubtedly be the best reference of a company; and even more when it is achieved that the employees of the same are empowered by the brand and corporate identity, because this ends up being the greatest strength of the institutions. It is useless to be recognized by one of the services, which as a company, offers, if you do not have a group of motivated and well-structured workers. Or it is not possible to believe that it is enough to have an average degree of credibility from the personal image of the Manager, if one does not consolidate an identity as a corporation.