Propuesta de Plan de Comunicación Integral para el GAD Parroquial de Ricaurte, Cantón Cuenca

Abstract

This investigation focused on the elaboration of a Communication Plan Proposal for the Parochial GAD of Ricaurte of the Cuenca Canton. It was carried out using a qualitative-quantitative methodology, which is based on the application of in-depth interviews, focus group, non-participant observation and the external survey. For this reason, it was possible to demonstrate the low management of communication inside and outside the institution, since according to the information obtained from the interviews carried out with the president of the current administration, Ing. Josué Bravo and the representative of the Communication and Talent Unit Human, Lcdo. Luis Arévalo, there were some negative aspects that according to Daniel Barredo (2017), the author chosen as the basis for this research, are fundamental for the correct development of the processes or activities of a public or private institution. The above, together with the information collected through the application of the other tools mentioned, helped the diagnosis of the institution in communication aspects, which allowed the implementation of the proposal for the Comprehensive Communication Plan, following the line proposed by Andrés Aljure Saab (2015 ).