Plan de comunicación corporativo para mejorar el reconocimiento social del Gobierno Autónomo Descentralizado Municipal del Cantón Guaranda

Abstract

The present study is aimed to propose a "Communication Plan to improve the social recognition of the Decentralized Autonomous Government of Guaranda canton” starting from previous investigations of the same nature, which are related to the creation of communication strategies within the public sector, in order to have a wide bibliographic support on the variables that encompasses the research topic. As for the applied methodology, there were two approaches, the qualitative and the quantitative, with a descriptive research level, by using techniques such as surveys applied to the population of the urban sector Guaranda city as well as the employees of the institution, and interviews to the director of the Human Resources Department and the Director of the Communication Department. A type of documentary and field study was applied. On the other hand, the deductive and synthetic methods were applied. The scientific contribution is based on the verification of hypothesis through the method of compatibility by differences of proportions, accepting the alternative hypothesis that indicated that a corporate communication plan strongly affects the social recognition of the Decentralized Autonomous Government of Guaranda. The proposal previously developed a situational analysis that allowed visualizing all internal and external factors that influence directly or indirectly in the development of the activities managed by the institution. Subsequently, communicational strategies were carried out for both the internal and external environment which will allow to make an adequate use of the corporate elements of the GADM Guaranda.