Plan de acción para potenciar la comunicación externa del MININT de Villa Clara con los medios de Comunicación Masivos de Santa Clara
Fecha
2012-06-25
Autores
Leiva Cordova, Jhimnela
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Editor
Universidad Cetral "Marta Abreu" de Las Villas
Resumen
La presente investigación se desarrolló en el Ministerio del Interior de Villa Clara (MININT) con
el objetivo de proponer un plan de acciones para potenciar la comunicación externa con los
medios de comunicación masiva (MCM) de Santa Clara.
Se utilizó una metodología cuantitativa enriquecida con análisis cualitativos de algunas técnicas
empleadas. El tipo de estudio que caracterizó la investigación fue descriptivo y se utilizaron
instrumentos como: el análisis de documentos oficiales, la observación no participante, el
cuestionario y la entrevista semiestructurada.
A partir del objetivo general de la investigación se impone la realización de un diagnóstico de
comunicación externa, cuyos principales resultados son los siguientes:
La Orden 23 del MININT, reglamento que norma la relación entre la organización y los medios
de comunicación se desconoce. Los canales establecidos son el teléfono (mediatizado), las
reuniones y entrevistas (directos), evidenciándose preferencia por estos últimos; los mensajes
que se transmiten tienen como principales temáticas instrucciones de trabajo y el chequeo del
manejo de la información.
Se desconocen los canales para comunicar opiniones, quejas o sugerencias y su posterior
respuesta. La barrera de comunicación más significativa es la diferencia en el lenguaje que se
maneja en ambas organizaciones.
Como principal recomendación se propone al MININT la implementación y posterior evaluación
del plan de acciones de comunicación presentado, así como extender investigaciones similares
a otros públicos externos.
The present investigation was developed in the Ministry of Villa Clara's Interior (MININT) with the objective of proposing a plan of actions for potent the external communication with the massive media (MCM) of Santa Clara. A quantitative methodology was used enriched with some techniques employees' qualitative analysis. The study type that characterized the investigation was descriptive and instruments were used like: the analysis of official documents, the observation non participant, the questionnaire and the interview semi structure. Starting from the general objective of the investigation the realization of a diagnosis of external communication is imposed whose main results are the following ones: The Order 23 of the MININT, regulation that norm the relationship between the organization and the media is ignored. The established channels are the telephone (mediate), the meetings and interviews (direct), being evidenced preference by these last ones; the messages that are transmitted have as main thematic work instructions and the check up of the handling of the information. The channels are ignored to communicate opinions, complaints or suggestions and their later answer. The barrier of more significant communication is the difference in the language that is managed in both organizations. As main recommendation he/she intends to the MININT the implementation and later evaluation of the presented plan of communication actions, as well as to extend similar investigations to other external publics.
The present investigation was developed in the Ministry of Villa Clara's Interior (MININT) with the objective of proposing a plan of actions for potent the external communication with the massive media (MCM) of Santa Clara. A quantitative methodology was used enriched with some techniques employees' qualitative analysis. The study type that characterized the investigation was descriptive and instruments were used like: the analysis of official documents, the observation non participant, the questionnaire and the interview semi structure. Starting from the general objective of the investigation the realization of a diagnosis of external communication is imposed whose main results are the following ones: The Order 23 of the MININT, regulation that norm the relationship between the organization and the media is ignored. The established channels are the telephone (mediate), the meetings and interviews (direct), being evidenced preference by these last ones; the messages that are transmitted have as main thematic work instructions and the check up of the handling of the information. The channels are ignored to communicate opinions, complaints or suggestions and their later answer. The barrier of more significant communication is the difference in the language that is managed in both organizations. As main recommendation he/she intends to the MININT the implementation and later evaluation of the presented plan of communication actions, as well as to extend similar investigations to other external publics.
Descripción
Palabras clave
Comunicación, Comunicación Externa, Plan de Acciones