Browsing Comunicación e Imagen Empresarial by Author "Guillén Arruda, Claudia Alexandra"
La gestión de la comunicación en los gobiernos locales, una mirada desde la perspectiva estratégica: análisis del caso peruanoStrauck Franco, Maria Antonia; Guillén Arruda, Claudia Alexandra (Instituto de Investigación en Relaciones Públicas, 2014-05-26)The strategic conception of the communication is an approach in constant evolution, which according to the kind of organization acquires particular aspects. This research describes the communication management of 49 local governments in the Province of Lima and Callao in Peru, analyzed from the strategic communication perspective, starting with the analysis of the documents that establish their institutional policy and the appreciations from direct sources. The context is studied taking into account that these organizations, being public institutions, are subject to specific conditions, which define the communicative dimension supported by setting goals and objectives oriented to encourage good relationships with the diverse audience and with the vision of ensuring the transparency and the access to the information by all the citizens; in this context the organizational policies and guidelines, as well as the performance and responsibilities of the persons in charge of managing the communication areas, play a fundamental role, therefore considering the communication management from strategy requires a distinguishing approach which makes sure that the process develops efficiently. This study brings conclusions that help to understand the current situation and also to recognise opportunities of improvement in this specific scenario.Acceso abierto