Análisis de la imagen institucional de la Gobernación del Azuay a través del cibermensaje al promover la seguridad ciudadana

Abstract

The important role of Information and Communication Technologies (ICTs) alow create a positive institutional image from cyberspace. First, we have to meet the reality of the institution. Then based on it, design a suitable plan and its objective has to be parallel with the mission of the Institution. Finally, put the plan in action and evaluate it. Gobernación del Azuay is the most important politic organization in the Province because it represents President Rafael Correa in Cuenca and Azuay. This investigation pretends to know if the online communication strategies use by the Public Relation Office, are or not appropriate to create a positive institutional image by promoting public safety. To collect data we use the following research techniques: a survey, interviews and direct observation. Then the data were statistically processed and presented through graphs designing an online image plan for Gobernación del Azuay. We verify the hypothesis: the virtual institutional image in the promotion of public safety is not strengthened by the Public Relation Office. We strongly believe that it is necessary a new communicative approach in order to create a new and positive corporative image, so the Institution could guarantee people’s participation and welfare.