Comunicación Organizacional e Imagen Corporativa del negocio Stylo Propio Ltda.

Abstract

This research work analyzes the organizational communication and corporate image of the Stylo Propio microenterprise in order to determine the shortcomings that it presents in its corporate image and organizational communication and through this determination propose communication strategies to strengthen entrepreneurship. This study was carried out from March to June 2022, during which time it was possible to monitor the business and its different areas in order to develop the research based on a technical-scientific process. The fundamental objective of this research is to identify the main problems that the Stylo Propio business has in terms of its institutional image and the internal communication it manages, therefore, in this research project it examines each area that makes up the image of the business to know how It is projected to its target audience, analyzing it from the inside out. The tools that allowed obtaining general and conclusive data was the content analysis where it was possible to study each of their social networks such as: Facebook and TikTok in order to determine their level of impact on networks, in addition a survey was applied to each of them. the workers of the advertising agency to be able to determine their level of knowledge about the institutional image and organizational communication, since one of the several problems this company has is the lack of a communicator, and for this reason the workers act as of the communicator in the empirical production of communication products such as videos, memes, photographs and others. The data obtained from the content analysis and the interviews were organized by means of matrices where the data obtained from the investigation are reflected; Regarding the content analysis, Excel cakes were used to determine the percentages of the data and regarding the interviews, the answers issued by each of the interviewees were copied verbatim to carry out the corresponding interpretation through these data