Fortalecimiento de los procesos de comunicación externa de la Pontificia Universidad Católica del Ecuador Sede Santo Domingo (PUCESD), 2015

Abstract

A communications plan is a strategy for organizing different processes in institutions. The objective of this project is to strengthen the external communication of the Pontificia Universidad Católica del Ecuador Sede Santo Domingo (PUCE SD). External communication at PUCE SD has not had an annual planning that recognizes the key public and enhances the tools the web offers. For this, a diagnosis communication college in order to recognize the weaknesses of the processes that have been carried out and to seize opportunities was conducted. The project issues are addressed and that complement the project, from the theoretical foundations are: communication, public, image, identity, brand and communication plan. An external communication plan will allow the PUCE SD strengthen and organize existing processes as well as undertake new strategies to maintain the position that the institution has gained over 19 years of service in the region, based on the knowledge of the needs and characteristics of directing audiences to their academic offerings. Keywords: external communication, corporate communication, public communication, identity, image, processes, strategies, communication, university, higher education.