La comunicación interna y la imagen corporativa del Gobierno Autónomo descentralizado Municipal del Cantón Latacunga

Abstract

This research has the purpose to study the Internal Communication and Corporate Image of “Gobierno Autónomo Descentralizado Municipal” of town “Latacunga” and to design communicative tactics that contribute to the productivity of a base institution for the ordering of a city, where communication is a diary necessity, through standards and contents oriented in the organizational communication. Under a methodology of qualitative approach - quantitative developed through modalities such as documentary bibliographic research process and the data collection technique which gives information that show a project in an organized and understandable way with arguments that promotes the well-being of the human resource in benefit to firm up the institutional image. As a conclusion, It is verified that it is necessary to generate strategies of internal communication due to the “Gobierno Autónomo Descentralizado Municipal” of town “Latacunga” could not develop a trustworthy institutional image if it does not start to work from inside of the organization.