La comunicación externa y la imagen corporativa del Gobierno Autónomo Descentralizado de la Parroquia de San Miguelito del Cantón Píllaro, Provincia de Tungurahua

Abstract

The present study addresses the theme around "External Communication and the Corporate Image of the Decentralized Autonomous Government of the parish of San Miguelito in the canton of Píllaro, Tunguraha province". This against the need to understand the level of knowledge of the use of communication and its effectiveness in improving the corporate image of the Decentralized Autonomous Government, understanding that it influences the degree of trust that the community has in the management carried out at your favor. For this, the inductive method has been used, which has allowed to draw general conclusions from the accumulation of particular data and, with this, to verify the objectives set. In addition, the critical - purposeful paradigm has been taken into account to diagnose and analyze the current reality of the problem posed. Likewise, a quantitative and qualitative mix was developed using techniques such as the survey carried out on residents and neighborhood authorities in the parish, and the interview with the GAD president; after which it was concluded that the entity maintains a corporate image at a medium level. This means that communication strategies using traditional media and the web page for stakeholders have not been the most effective. Thus, the need to put forward a proposal aimed at strengthening the image of the entity based on an External Communication Plan carried out by professionals in the area taking into account the needs of its external public.