Plan comunicacional para mejorar la imagen corporativa del gobierno autónomo descentralizado municipal del cantón Sucúa, provincia de morona Santiago para el período 2016 – 2020

Abstract

A weakness of the municipality keeps relation to the lack of a communication plan, causing spaces for speculation and misinformation open. This research contains the situational analysis that influence in public perception and the level of confidence in the services offered by the entity. This study highlights the public appreciation about the work making by the municipality, described as inefficient due to the lack of communication strategies, presenting a level of distrust by the target audience. Suggestions from users are described for the diversification of media and the generation of bridges of dialogue between the sectional government and citizenship. A parallel survey was conducted to officials who ratified the aspects evidenced by users. From the identification of the diagnosis, it proceed to develop a communication plan to overcome the current situation of GAD and have a favorable effect on the institutional image. Initially it contemplated the application of the informative coverage of municipal management, through print media advertising; the implementation of this set of strategies currently enables to highlight the relevant elements of the management authorities immediately like the papers valid alternative, it means to improve social recognition. It also proposes the renewal of the corporate institutional image, which means: training of human talent, generation of a suitable working environment and transparency of institutional management