Propuesta de un plan de comunicación para fortalecer la imagen de la parroquia Baños del cantón Cuenca

Abstract

This research project aimed to solve the communication gap concerning the image of the Baños parish GAD of Cuenca, through the formulation of an external communication plan to strengthen it through strategies to improve public relations that belong to said sector, in order to reflect a merging transformation. This problematic was taken from two phases: the documentary and contextual analysis that facilitated the investigation of communication, channels and preceding strategies, and the field exploration phase through which the target audiences actively participated through their contributions to the Development of the project. This process paved the way to the plan whose conclusions were: digital strategies as priority media, relationship as the main tactic of the executed actions, the proactive nature that must be presented so as not to get hooked on particularities and political interests and, above all, position a vision of the GAD as a group that equitably weighs public and organization, for the establishment of common goals and social development strategies that are adapted to the needs of the parties involved and link them to planning in an active and participatory manner.