La comunicación institucional y la imagen corporativa del Gobierno Autónomo descentralizado Parroquial de Panzaleo, Cantón Salcedo, Provincia de Cotopaxi

Abstract

The Institutional Communication and the Corporate Image are essential elements that allow the organization to maintain its reputation front the public of interest, this, it facilitates that the institution and therefore those who direct it, influence positively in the people. In addition, it allows to reflect their identity and to inform about the activities that they carry out, so that the work of each member is visualized. However, in spite of all the advantages offered by the management of these communicative strategies, there is still a lack of knowledge in the institutions about the appropriate form of application. For this reason, an in-depth study was carried out in the Panzaleo Parochial Autonomous Decentralized Government (GAD), which has not applied these processes in its administration, to verify the results it yields. With the purpose of establish the solutions to the problems identified in the Parochial GAD, several field investigations were carried out; in this process participated the internal and external audiences of the organization, because it is not possible to elaborate messages and communication products without knowing closely the reality of the organization. The responsible and timely management of the Institutional Communication and the Corporate Image also opens the possibility of promoting the parish's tourism, which is why several strategies are focused on reflecting Panzaleo as a destination for travelers. This is possible, thanks to the fact that there are attractions that can easily amaze visitors.