Plan de comunicación integrado para el periódico “El Azuayo”

Abstract

A digitized world where immediacy is a reality, the duty of every communicator is to adapt to new ways of transmitting information. The purpose of this degree work is to develop a communication plan for the newspaper "El Azuayo" in which strategies are established to benefit the transition from an analog newspaper to a digital one. First of all, it is proposed to diagnose the internal and external situation of the communication medium, through an in-depth analysis and by means of various data collection tools such as: the survey, the interview, the participant observation and the SWOT; with the purpose of investigating the positive and negative points of the organization, with which the bases are established to build the communication plan. Obtaining the results, strategies were carried out containing several detailed activities, mostly communicational. Thus, this project seeks to generate a starting point for future generations of students, teachers, authorities and the general public who seek to analyze digital media, organizational communication, planning and assessment in a newspaper.