Estrategia de comunicación del proyecto Conservación y uso Sostenible de la Biodiversidad desde el Enfoque de Manejo Integrado de Cuencas y Áreas Costeras en Cuba (IWEco.Cuba)
Fecha
2018-06-25
Autores
Monzón León, Amaury David
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Editor
Universidad Central “Marta Abreu” de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación tuvo como objetivo diseñar una estrategia de comunicación que contribuya a la gestión del proyecto IWEco.Cuba. En el proceso investigativo se empleó una alternativa metodológica cualitativa;desarrollando como método la investigación acción cooperativa.Se utilizó una muestra definida por informantes claves y otra como grupo gestor. Las técnicas empleadas para la recogida de datos fueron: la revisión de documentos oficiales, entrevistas en profundidad, sesiones de trabajo grupal y observación participante. Como resultados se identificaron las necesidades comunicativas del grupo gestor, las fortalezas y debilidades del proyecto en relación con la comunicación y se elaboró la estrategia de comunicación para la gestión del proyecto IWEco.Cuba con la cooperación del grupo gestor. Se recomendó implementar la estrategia de comunicación diseñada, atendiendo a las peculiaridades de cada área demostrativa y bajo asesoría especializada, evaluar las acciones implementadas y su impacto en pos de los resultados esperados del proyecto así como sistematizar las buenas prácticas y lecciones aprendidas, publicar dichos resultados y compartirlos en eventos científicos.
The present investigation had as objective to design a communication strategy that contributes to the project managementIWEco.Cuba. In the investigative process a qualitative methodological alternative was used; developing as method the cooperative action investigation. A sample was used defined by key informants and another as group agent. The techniques employees for the collection of data were: the revision of official documents, interviews in depth, sessions of work grupal and participant observation. As results the talkative necessities of the group agent, the strengths and weaknesses of the project were identified in connection with the communication and the communication strategy was elaborated for the management of the project IWEco.Cuba with the cooperation of the group agent. It was recommended to implement the strategy of designed communication, assisting to the peculiarities of each area demonstrative and low specialized consultantship, to evaluate the implemented actions and their impact after the prospective results of the project as well as to systematize the good ones practical and learned lessons, to publish this results and to share them in scientific events.
The present investigation had as objective to design a communication strategy that contributes to the project managementIWEco.Cuba. In the investigative process a qualitative methodological alternative was used; developing as method the cooperative action investigation. A sample was used defined by key informants and another as group agent. The techniques employees for the collection of data were: the revision of official documents, interviews in depth, sessions of work grupal and participant observation. As results the talkative necessities of the group agent, the strengths and weaknesses of the project were identified in connection with the communication and the communication strategy was elaborated for the management of the project IWEco.Cuba with the cooperation of the group agent. It was recommended to implement the strategy of designed communication, assisting to the peculiarities of each area demonstrative and low specialized consultantship, to evaluate the implemented actions and their impact after the prospective results of the project as well as to systematize the good ones practical and learned lessons, to publish this results and to share them in scientific events.
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Palabras clave
Gestión de Proyectos, Estrategia de Comunicación, Management Projects, Communication Strategy