Modelo de comunicación corporativa para mejorar la imagen institucional del Gobierno Autónomo Descentralizado Municipal del cantón Chillanes provincia de Bolívar

Abstract

The following investigation's work to design a corporate communication model to improve the institutional image of the Municipal Decentralized Autonomous Government of the Chillanes canton Bolívar province. The methodology is based on a quantitative and qualitative research of descriptive and field type, under the deductive method, with techniques such as direct observation that it was applied at the level of the entire public institution, interviews aimed at three sectors such as the mayor's office, the management and administrative staff and finally the survey of the segment of the Active Economic Population (PEA) of the Chillanes canton. The main results obtained after the situational analysis of the GADM both externally and internally it was that citizens do not have the brand of the institution positioned, communication that is transmitted from the inside out is inefficient, the public relations department is not functioning and in general there is no communication plan that allows the fulfillment of the institutional objectives, for this reason different strategies have been designed such as communication 2.0, innovation, communication structure, promotion, internal communication and socialization, this based on the findings that are summarized in the FODA matrix and that it will allow the solution of the detected problem and will strengthen the brand positioning in the mind of the citizenship of the canton in study, so that the total execution of the present work of degree since the investment is barely $ 17,228.00 and the Expected benefits are favorable for the good of the Decentralized Autonomous Government of the Chillanes Canton.