Diagnóstico de factores internos que puedan generar conflictos en el comando general del ejército ecuatoriano y propuesta de un plan de comunicación institucional orientado a evitar que estos factores desemboquen en crisis que puedan afectar la imagen pública de la entidad

The graduation work focuses on diagnosing internal causes that may lead to conflicts in the General Command of the Ecuadorian Army and is intended to bring a proposal of a corporate communication plan aimed at preventing these reasons that lead to crises that may affect the public image of the organization. The first chapter covers everything related to communication starting with a brief history, its definition and the communication process, as well as the importance of corporate communication and how it is beneficial favors to an organization so that it can meet the objectives. Thereafter an important chapter provides general knowledge of what are the different types of crisis in an organization, the concept of crisis, its phases, and the types of crises that an organization may face. This chapter also provides guidance on how to act in a crisis through communication strategies and the importance of prevention, and concludes with interesting facts on how to handle the media in such situations. Like any project it is essential to know the institution of study; in this case the Ecuadorian Army which handles a “brain” called General Command. There it is provided key information such as its history, mission, vision and organizational structure. A division of the General Command is the Department of Social Communication -based in Quito- and directs the communicational activities in regard to planning and crisis management. It relies on what is called the Social Communication System of the Army that is a system with small areas of national communications, with responsible and qualified people. They coordinate their activities directly in the areas in which they have direct influence. If there is a small crisis this is handled directly by these areas, but are subject to report to the headquarters in Quito. If the crisis has serious connotations the areas coordinates actions with Quito, and from the headquarters the strategies to resolve such issues are set. Through surveys, interviews and focus groups the specific details of causes and of crises its relapse were researched, bringing about the creation of a proposal aimed to prevent these reasons through communicational actions.

• 1. Verfasser: Orcés Narváez, Johanna Verónica (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2013
• Schlagworte: COMUNICACIÓN ORGANIZACIONAL; PLAN COMUNICACIONAL INSTITUCIONAL; IDENTIDAD CORPORATIVA; COMUNICACIÓN ESTRATÉGICA
• Online Zugang: http://dspace.udla.edu.ec/handle/33000/5907