Relaciones públicas: herramienta de comunicación interna en la Dirección Provincial del Banco Popular de Ahorro de Villa Clara
Fecha
2011-06-25
Autores
González Sarduy, Maité
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La presente investigación se realizó en la Dirección Provincial del Banco Popular de
Ahorro (DPBPA) de Villa Clara, para diagnosticar el ejercicio de las Relaciones Públicas como herramienta de Comunicación Interna en la organización. Para ello se utilizó la metodología cualitativa, con el estudio de caso único como método y la aplicación de técnicas e instrumentos de recogida de información como el análisis documental, la observación participante, las entrevistas: semiestructurada, grupal y en profundidad y el trabajo grupal. Para el procesamiento de los datos se utilizó la triangulación de datos y teórica, además del análisis de contenido.
Como resultado se obtuvo que el ejercicio de las Relaciones Públicas como parte de la Comunicación Interna en la DPBPA de Villa Clara no se realiza de manera consciente y organizada, de tal forma que tribute de manera intencional al perfeccionamiento de la gestión de la comunicación interna en la organización. De esta manera, no existe una definición clara de la disciplina, la cual es interpretada como la relación que la organización establece con los públicos internos. A la par de esto, las Relaciones Públicas son concebidas como el intercambio de la organización con los públicos externos.
Las principales recomendaciones se orientan hacia la regulación del sistema
comunicativo de la institución, mediante la elaboración de un Manual de Gestión de la Comunicación, así como la capacitación del Gestor “B” en Comunicación y Marketing en las diferentes ramas que la conforman, entre ellas, las Relaciones Públicas.
The present investigation was done in the headquarter of the popular bank in Villa Clara, to diagnose the exercise the exercise of public relationship as a tool of internal communication in the organization. To this project was implemented the qualitative methodology, with the single case study as a method and the application of techniques and instruments to extract the information like the documental analysis, the observation with participation, the interview semi –estructurated, the group interview, the deep interview, and the group work. To the processing of data was used the theoric and data triangulation, besides the analysis of contents. As a result was gotten that the exercise of Public Relationships as real part of internal communication in the DPBPA in Villa Clara is not executed in an organized and conscious way, so that it gives in an intentional way to the improvement of the negotiation of internal communication in the organization. Like this it is not a clear definition about the discipline, which is known as the relationship that is established with the internal public. At the same time the Public Relationships are conceived as the exchange between the organization and the outside public. The main recommendations are driven to the regulation of the communicative system of the institution, through the designing of the Negotiation Manual of the Communication, like the training of the “B” managing in Communication and Marketing in the different branches which are conformed, among them , Public Relationships.
The present investigation was done in the headquarter of the popular bank in Villa Clara, to diagnose the exercise the exercise of public relationship as a tool of internal communication in the organization. To this project was implemented the qualitative methodology, with the single case study as a method and the application of techniques and instruments to extract the information like the documental analysis, the observation with participation, the interview semi –estructurated, the group interview, the deep interview, and the group work. To the processing of data was used the theoric and data triangulation, besides the analysis of contents. As a result was gotten that the exercise of Public Relationships as real part of internal communication in the DPBPA in Villa Clara is not executed in an organized and conscious way, so that it gives in an intentional way to the improvement of the negotiation of internal communication in the organization. Like this it is not a clear definition about the discipline, which is known as the relationship that is established with the internal public. At the same time the Public Relationships are conceived as the exchange between the organization and the outside public. The main recommendations are driven to the regulation of the communicative system of the institution, through the designing of the Negotiation Manual of the Communication, like the training of the “B” managing in Communication and Marketing in the different branches which are conformed, among them , Public Relationships.
Descripción
Palabras clave
Comunicación Interna, Relaciones Públicas, Públicos, Internal Communication, Public Relationships, Publics