Diseño de un plan estratégico de comunicaciones para fortalecer la imagen de la policía metropolitana de la ciudad de Guayaquil
No hay miniatura disponible
Fecha
2016
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil
Resumen
En el Ecuador, las labores que desempeñan las instituciones públicas tienen que estar alineadas con la efectividad de los resultados mostrados y desarrollados a lo largo de su trayectoria generando así percepciones positivas en los usuarios. En el presente trabajo se analizará la percepción que tienen los ciudadanos referentes al servicio que brinda el GAD Municipal de Guayaquil, específicamente el brindado por los policías metropolitanos.
Ante esta cuestión, la investigación se encuentra enmarcada en el desarrollo de un plan estratégico comunicacional con la intención de alcanzar el objetivo establecido, que es el fortalecimiento de la imagen de la Policía Metropolitana. Se realizó un procedimiento inductivo y a través de la investigación mixta, se efectuó entrevistas a la ciudadanía, lo que permitió obtener información relevante para resolver el problema antes mencionado.
Se planteó una propuesta de diseño de plan estratégico comunicacional que contiene tres campañas: una campaña de imagen institucional (Policía Metropolitana), una campaña radial y una campaña de proyección social; cada una con sus respectivas tácticas a ejecutar. Se proyecta que el plan comunicacional será exitoso y eficaz una vez implementado.
In Ecuador, the labor performed by public institutions must be aligned with the effectiveness of the results displayed and developed throughout its job, generating positive perceptions on users. In this paper the perception of the citizens regarding the service provided by the Municipal GAD of Guayaquil will be analyzed, especially the service provided by de Metropolitan Police. Faced with this issue, the research is framed in the development of a strategic communications plan intended to achieve the objective, which is to strengthen the image of the Metropolitan Police. An inductive procedure was performed and through joint research, interviews with citizens took place, which allowed obtaining relevant information to solve the aforementioned problem. We present a design proposal for a communicational strategic plan containing three campaigns: corporate image campaign (Metropolitan Police), a radio campaign and a campaign of social projection; each with their tactics to execute. It is projected that the communication plan will be successful and effective once implemented.
In Ecuador, the labor performed by public institutions must be aligned with the effectiveness of the results displayed and developed throughout its job, generating positive perceptions on users. In this paper the perception of the citizens regarding the service provided by the Municipal GAD of Guayaquil will be analyzed, especially the service provided by de Metropolitan Police. Faced with this issue, the research is framed in the development of a strategic communications plan intended to achieve the objective, which is to strengthen the image of the Metropolitan Police. An inductive procedure was performed and through joint research, interviews with citizens took place, which allowed obtaining relevant information to solve the aforementioned problem. We present a design proposal for a communicational strategic plan containing three campaigns: corporate image campaign (Metropolitan Police), a radio campaign and a campaign of social projection; each with their tactics to execute. It is projected that the communication plan will be successful and effective once implemented.
Descripción
Palabras clave
ADMINISTRACION DE RECURSOS HUMANOS, CAPACITACION, CIUDADANOS, PERCEPCION, IMAGEN, TEORIAS, ENTREVISTA, PROPUESTA, SOLUCION, ESTRATEGICO