Análisis de la comunicación organizacional; comunicación interna, comunicación externa y agenda de medios en la Cooperativa Jardín Azuayo del cantón San Fernando

Abstract

Communication in the entrepreneurial environment is used for sending messages to its internal and external audiences, mass media, public opinion, governments, and other social sectors. All of them find in this activity a benefit regarding credibility and reliability. The main objective of this investigation is to analyze Organizational Communication which is composed of internal communication, external communication, and canton San Fernando’s “JardínAzuayo” Cooperative’s media agenda. Such information was collected through some questionnaires. One of them was addressed to the cooperative partners, and the other to the staff that works in the cooperative. The surveys were taken by 40 people in the canton and 5 employees of the institution. The results obtained from the research tell that there is a lack of knowledge of what Organizational Communication means, that is, internal communication, external communication, and media agenda. For that reason, it is necessary to offer topics of real relevance and thus strengthen knowledge regarding organizational communication, both of partners and the employees that work in the cooperative.