Análisis comparativo de la estructura organizacional de las instituciones: pública caso alcaldía de Cuenca y privada caso Mall del Río, propuesta de manual de relaciones públicas

Abstract

This research work collects information about the internal structure (organization chart), its functions and the term used to refer to the area of Social communication of the investigated institutions: Mayor of Cuenca public entity and Mall del Rio privately, through a survey of staff internal of each organization could provide data related to our field of studywhere could you compare and analyze the activities that are performed within public relations, its location within the organizational structure and the term by which is known to the area.

Within this study was considered to carry out a survey to the public outside of the institutions, on the perception that the public about the company, this has served to know whether public relations tools are effective or not. Through the investigative process, it was verified if the name that is used to refer to the communication area is correct and if the analyzed institutions comply with all activities demanded by the Organization, to complete a Manual of public relations was created for a better management of the communication, which will serve as a guide to managers at the helm.