Plan comunicacional corporativo para el proyecto vinculativo “Consultorios Jurídicos Gratuitos” aplicado por la Universidad Nacional de Chimborazo en la ciudad de Riobamba.

Abstract

The objective of the current investigation is to implement a corporate communication plan for the project “Consultorios Jurídicos Gratuitos” which was applied by Universidad Nacional de Chimborazo. In this establishment, communication is handled in an open way and without any kind of control. For these reasons, poor people from Riobamba don’t know about the services and location of its offices. After verifying the problem beforementioned, a diagnosis of the internal and external communication was made. Aiming to this, an observation guide and an interview were applied. The sample of 384 people was defined for poor people taking into account their unsatisfied basic needs with a rate of 56,10 % out of a total population of 255.766. After that, surveys were applied in which it could be appreciated that 93,75 % of this population don’t know about the project “Consultorios Jurídicos Gratuitos”. That is why, a corporate communication plan could be done. The diagnosis of the problem allowed to design strategies, which are described in a plan that has objectives, planning, scope of action, tools development, schedule and budget. The results obtained after applying the proposal were favorable and they could be proved using the Chi-squared test with a calculated result of 255,45 superior when tabulating to 3,84. This way, the alternative hypothesis was accepted. Finally, it can be concluded that the implementation of a corporate communication plan for the project “Consultorios Jurídicos Gratuitos” applied by Universidad Nacional de Chimborazo has an influence in the increase of the number of beneficiaries. It is recommended to use this investigation as a reference for future linking projects applied by the university.