Aplicación de un modelo actualizado de comunicación institucional proporcionado por la instauración de un Comunicador Social en el Patronato de Amparo Social del cantón Salcedo, provincia de Cotopaxi

Abstract

This research addresses the importance of institutional communication, which is a fundamental axis for the development and growth of institutions or companies, with information and planned actions an influential relationship is maintained with the internal and external public, creating interest in the company from the outside. Action that must be handled with professionalism from Social Communication and structured by an institutional DirCom. The Board of Trustees of Social Protection of Salcedo, a public government institution, whose activity is little recognized by the inhabitants of Salcedo was taken as a case study. The main problem that was deduced is the little importance that its authorities give to communication management and its low level of communication. As the Board of Trustees is a public entity, it must necessarily inform the society of its activities permanently, considering the main media to disseminate the content, to avoid worst interpretations of its work. To solve the problem, qualitative and quantitative investigations were carried out; Interviews and surveys involving the external and internal public, to know the reality in communication. After analyzing the results, it was concluded that the Board of Trustees has a precarious institutional image due to the little information it provides about its activities, so it is necessary that there be a DirCom in the institution that manages processes, plans strategies to build corporate identity, and faces deficiencies that the Board of Trustees has, applying a strategic communication plan that analyzes the situation, establishes objectives, activities and goals that will help to improve the Institution's communication situation.