Plan de comunicación interna y externa para mejorar los procesos de interacción en la parroquia Molleturo del cantón Cuenca. En el periodo mayo-noviembre 2015

Abstract

The main aim of this thesis work was to identify the internal and external processes of communication as well as thecommunicative tools used by the Gobierno Autónomo Descentralizado (GAD) of the Molleturo. Consequently, in order to accomplish this approach, the first step was to take a theoretical foundation. It states about the importance and advantage of the correct managementrelated tothe organizational communication. In the second stage the methodological research toolsused in this projectwere explained: (visual) direct observation without participation, interviews withkey characters, surveys, focus group, analysis FODA, and analysis of the structure of the media employed by the GAD (Facebook, press release, and community newspaper). For instance, they allowedidentifying situations such as: negative work environment, absenceof planning and evaluation of activities, inefficient management of contents, few frequency reports of the existent means, and worthless strategic management.Additionally, a 62% of the surveyed sample feelsin disagreement with the information offered by the parish authorities and there was a high-level of mistrust by the community againstthe GAD. Finally, in the last part of the project, four communication products were created in order toreassure the identified problems. As a result, these products are: plan of internal and external communication, manual of use of the social network Facebook, radial program and community newspaper. It is necessary to point that thelast twomentioned products were made by young people from the community; since they participated in theprocess of contents and production creation.