Medición y Evaluación en Comunicación Estratégica. Caso de estudio: Empresa Eléctrica Riobamba S.A

Abstract

The present work of measurement and evaluation in strategic communication is designed to determine how to control, measure and evaluate communication inside and outside organizations, on this occasion, the work carried out in the electric company S.A. Riobamba, the objective of this work was the diagnose communication in organizations, finding the shortcomings and proposing solutions to the problems found. Revised main models of organizational communication (Communication Management Bridge and model RACE), their respective phases and activities, with emphasis on the phase of strategic, tactical and operative. The result is a direct relationship between organizational processes and communication Department with their projects, in particular in the socialization project called: "Operating Plan preventive to present electrical hazards, and clearing of vegetation near power lines and roads", diagnosis of the same and the proposed improvements through the implementation of methodology of communicationthus proposing to achieve an improvement in internal processes through the correct application of its phases. Key words: measurement, evaluation, communication, organization, diagnostic goals.