Estrategias de comunicación innovadoras y la confianza ciudadana en las instituciones públicas de Ambato

Abstract

Communication is a key factor in the development of social and professional relationships. For this reason, the development of information and communication technologies (ICT) has encouraged public and private institutions to adapt their strategies to the new needs of the population, as they have the ability to project credibility to build social trust. However, they are also a tool that can discredit the image of a person or institution, such as what is happening in the political sector in Ecuador, as citizens distrust the actions of the president, assembly members, mayors and councilors. In this context, the objective of this research is to find whether there is innovation in the communication products of four public institutions in Ambato, and to analyze the state of citizen trust. For this purpose, the research used qualitative and quantitative methodology, with interviews to five communication specialists, surveys applied to 385 people and comparative analysis of 25 publications describing the content on the social network Facebook. According to the data obtained, there is evidence of a lack of innovation in communication strategies and the style of presenting information, even though, in the case of the Municipality of Ambato, "El Informative" was implemented. In addition, the lack of socialization, compliance with proposals and promotion of citizen participation were also cited as reasons for distrust.