Comunicación Social

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Author: search.filters.author.Mazaquiza Melgar, Tannia ElizabethSubject: search.filters.subject.GESTIÓN

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    Gestión de la comunicación y el manejo de situaciones de crisis en el hospital Solca Núcleo de Tungurahua de Ambato
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Mazaquiza Melgar, Tannia Elizabeth; Guamán Guadalima, Nelly Gabriela
    The management of communication and the handling of crisis situations is key for institutions and even more so in health institutions such as the Hospital Solca Núcleo de Tungurahua, because it allows the institution to respond quickly, minimize the impact and scope of the message in crisis situations, demonstrating an environment of transparency and empathy, in addition to maintaining trust it creates a connection between the institution and the users, who place in the hands of the institution and its staff not only their health but also their trust. The objective of this research is to determine how the Hospital Solca Núcleo de Tungurahua handles crisis situations through communication. As this is an institution that provides health services, it is necessary that crisis communication be handled effectively in order to maintain a positive perception of the organization and strengthen the commitment to patients. The present research work has two approaches: qualitative and quantitative, for this, various data collection techniques were used such as the questionnaire applied to 359 users of the Hospital Solca Núcleo de Tungurahua, the interview with the communication coordinator and the content analysis of the publications of the Fanpage of the Hospital on the social network Facebook to obtain a deeper view on the object of study, this allows addressing both the perception of users and institutional communication strategies. The results we obtained through the techniques applied indicate that, the hospital has not yet faced a crisis situation that puts the image and reputation of the institution at risk, it is believed important the creation of the communication plan, to prevent the crisis. In addition, a lack of training of the institution's employees was identified so that in times of crisis they can act as spokespersons who can mitigate the impact and scope of the crisis.