• La dispersión de la identidad corporativa como generadora de problemas comunicacionales y organizacionales

      Antezana Corrieri, Miguel E. (Escuela de Ciencias de la Comunicación de la Universidad Sergio Arboleda, 2017-12)
      Communicational management is a message transmitter and image generator in the different publics of society. Whether natural or juridical persons (organizations), communication necessarily starts from the existence of a common basis: identity. Corporate identity, understood as the set of business, organizational, operational and behavioral elements shared by members of an institution has to be managed, because only with this work is it acquires and generates value; That is, it fulfills its work as an intangible asset. Conversely, the absence of management allows the appearance of a frequent but not yet conceptualized phenomenon: dispersion. The present work proposes a theoretical framework around what it is, how it is generated and some forms in which the dispersion of the corporate identity is presented, situations from which a series of communicational and organizational problems are derived that, had there not been an intervention for its solution, can become structural failures that would affect both the development and the activities of the organization.
      Acceso abierto
    • La gestión de la comunicación en los gobiernos locales, una mirada desde la perspectiva estratégica: análisis del caso peruano

      Strauck 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
    • La estrategia en comunicación y un modelo de planificación estratégica desde la prospectiva y la emocionalidad

      Antezana Corrieri, Miguel E. (Universidad de las Américas, 2020-06)
      La estrategia está estrechamente ligada a la historia de la humanidad. Su origen se relaciona con las artes militares y ha ido migrando a otros rubros de la sociedad, ubicándose desde la segunda mitad del siglo XX en el campo organizacional. Pese a la presencia masiva del término, sobre todo a niveles directivos, no hay un consenso sobre la definición de estrategia y mucho menos cuando se relaciona con el rubro comunicacional y con los procesos de planificación en comunicación. Este artículo ensaya una definición de la estrategia en comunicación y presenta un modelo de planificación estratégica de la comunicación, el cual incorpora la prospectiva y la dimensión emocional de los públicos objetivo.
      Acceso abierto
    • Procesos de comunicación para la cohesión y articulación social en las instituciones públicas en el Perú: un modelo basado en la Nueva Teoría Estratégica (NTE)

      Antezana Corrieri, Miguel E.; [email protected] (Universidad Sergio Arboleda, 2016-10)
      The process of forming a government -which, according to some of the concepts that are handled on social cohesion, would advance along the path of progress of society- lacks articulators processes to function efficiently in practice. In that sense, is necessary the creation of mechanisms enabling the communication exercise between the population and public institutions, so that project implementation to the ultimate objective should be the common good approach. This paper proposes a model that seeks the communicational effectiveness between citizens and public institutions, based on a conceptualization of cohesion and social articulation from a communicational glance, considering the aspects, processes and assumptions with currently operating some Peruvian public institutions. The concept of organizational defragmentation arises, which helps to understand the gaps that keep society cohesion.
      Acceso abierto