Diseño del Manual de Gestión de la Comunicación para la División Territorial de ETECSA en Villa Clara
Fecha
2019-06-25
Autores
Buide Martínez, María de los Angeles
Padrón Sotorrio, Yainet
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ISSN de la revista
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
Se realiza la presente investigación en la División Territorial de ETECSA en Villa Clara con el objetivo de diseñar el Manual de Gestión de la Comunicación.
Como paso necesario para el diseño del manual se realiza el diagnóstico de comunicación organizacional, considerando tanto la comunicación interna como externa. La alternativa metodológica empleada es la mixta con predominancia cuantitativa, al que se le agrega un componente cualitativo. Para la recogida de información se utilizaron los siguientes instrumentos: revisión de documentos oficiales, cuestionarios, entrevistas semiestructuradas y observación no participante.
Como resultado del diagnóstico se constata que la comunicación en la División Territorial Villa Clara es espontánea y poco planificada. El principal resultado de la investigación radica en el diseño del Manual de Gestión de la Comunicación, contribuyendo de esta forma a la gestión de la comunicación en la empresa.
Las recomendaciones están encaminadas a implementar el diseño del manual y actualizar en un plazo de dos años, así como diseñar distintos soportes comunicativos específicos que tributen al cumplimiento del Manual de Gestión de la Comunicación.
This Research was carried out in the Territorial Division of ETECSA in Villa Clara with the objective of designing a Manual for Communication Management. As a necessary step for the design of the manual, a diagnosis on organizational communication was carried out considering both, internal and external communication. The methodological alternative used is mixed with quantitative predominance to which a qualitative component has been added. For the collection of the information, review of official documents, questionnaires, semi-structured interviews and non-participant observation were applied. As a result of the diagnosis, we can assume that communication at the Territorial Division Villa Clara is spontaneous and poorly planned. The main outcome of the research is the design of the Manual for Communication Management to contribute to the Communication Management of this enterprise. The recommendations look forward to implementing the design of the manual and updating it within a period of two years, as well as designing different specific communication supports that pay tribute to compliance with the Communication Management Manual.
This Research was carried out in the Territorial Division of ETECSA in Villa Clara with the objective of designing a Manual for Communication Management. As a necessary step for the design of the manual, a diagnosis on organizational communication was carried out considering both, internal and external communication. The methodological alternative used is mixed with quantitative predominance to which a qualitative component has been added. For the collection of the information, review of official documents, questionnaires, semi-structured interviews and non-participant observation were applied. As a result of the diagnosis, we can assume that communication at the Territorial Division Villa Clara is spontaneous and poorly planned. The main outcome of the research is the design of the Manual for Communication Management to contribute to the Communication Management of this enterprise. The recommendations look forward to implementing the design of the manual and updating it within a period of two years, as well as designing different specific communication supports that pay tribute to compliance with the Communication Management Manual.
Descripción
Palabras clave
Diagnóstico de Comunicación, Manual de Gestión de la Comunicación, Manual for Communication Management, Gestión de Comunicación, Communication Management, Communication Diagnosis