“Diseño de una propuesta de Manual de Gestión de la Comunicación para División Radiocuba Villa Clara”
Archivos
Fecha
2011-07-26
Autores
Cruz Cabezas, Lianaday
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación es un primer acercamiento a la realidad comunicativa de la División Radiocuba de Villa Clara. El diagnóstico realizado tiene como objetivo principal caracterizar dichos procesos comunicativos internos, los mismos unidos a los externos, son de suma importancia para dar cumplimiento al objetivo general de la investigación. Solamente se diagnostica la comunicación interna debido a que el diagnóstico realizado no es tan reciente como el diagnóstico de comunicación externa (2010), además la organización es muy dinámica, por lo tanto se diagnostica la comunicación interna y se realiza una sistematización de la comunicación externa. La investigación se realiza desde la perspectiva cuantitativa y el tipo de estudio es no-experimental, transeccional. El fin último de la misma responde al diseño de una propuesta de Manual de Gestión de la Comunicación donde se definen los objetivos y las políticas de comunicación, se norman los usos de canales y flujos, los contenidos de los mensajes, se establece el mapa de públicos, se definen las responsabilidades, la misión, funciones y facultades del responsable de la comunicación en la empresa, se diseña la estrategia de comunicación con su correspondiente plan de acción y sus métodos de evaluación y se define el presupuesto. La muestra se compone por todo el universo de los sujetos que conforman el público interno.
Los principales instrumentos de investigación utilizados fueron la revisión bibliográfica y documental, la entrevista semiestructurada, la observación no participante y el cuestionario.
The present investigation is a first approach to the communicative reality of Radiocuba in Villa Clara. The research aims to characterize the internal communicative processes, which together with the external ones, are very important to accomplish the general objective of the investigation. The internal communication is only diagnosed because the carried out diagnosis is not as recent as the diagnosis of the external (2010) communication, the organization is also very dynamic, therefore the internal communication is diagnosed and it is carried out a systematizing of the external communication. The investigation is carried out from the quantitative perspective and the study type is no-experimental, transectional. The aim responds to the design of the Communication Management Manual where the objectives and the communication politicians are defined, the uses of channels and flows, the contents of the messages, the map of publics settles down are regulated, the responsibilities, the mission, the functions and abilities of the responsible for the communication in the enterprise are defined, the communication strategy is designed with its corresponding action plan and their evaluation methods and it is defined the budget. The sample is composed by the whole universe of the individuals who form the internal public. The main tools of the research were the bibliographical and documental revision, the semi-structured interview, the observation non participant and the questionnaire.
The present investigation is a first approach to the communicative reality of Radiocuba in Villa Clara. The research aims to characterize the internal communicative processes, which together with the external ones, are very important to accomplish the general objective of the investigation. The internal communication is only diagnosed because the carried out diagnosis is not as recent as the diagnosis of the external (2010) communication, the organization is also very dynamic, therefore the internal communication is diagnosed and it is carried out a systematizing of the external communication. The investigation is carried out from the quantitative perspective and the study type is no-experimental, transectional. The aim responds to the design of the Communication Management Manual where the objectives and the communication politicians are defined, the uses of channels and flows, the contents of the messages, the map of publics settles down are regulated, the responsibilities, the mission, the functions and abilities of the responsible for the communication in the enterprise are defined, the communication strategy is designed with its corresponding action plan and their evaluation methods and it is defined the budget. The sample is composed by the whole universe of the individuals who form the internal public. The main tools of the research were the bibliographical and documental revision, the semi-structured interview, the observation non participant and the questionnaire.
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Palabras clave
Comunicación Interna, Comunicación Externa, Manual de Gestión de la Comunicación, Internal Communication, External Communication Management Manual