Evaluación de la comunicación estratégica externa. Caso de estudio Centro Operativo Local ECU 911 Loja- Zamora Chinchipe.

Abstract

The application of the model "Communication Management Bridge" allows to evaluate the management of the external strategic communication of Local Operating Center ECU 911 Loja- Zamora Chinchipe, in the period January-June 2016. This model holds that the evaluation function in the strategic planning of communication must be binding with the rest of the levels of the Organization (operating and administrative). The research process is part of a design of type exploratory and descriptive, applying a methodology of case study, where they are analyzed qualitative data. For the lifting of information was carried out an interview with the Local Operating Head and the Communication Director of the institution on the basis of the questions raised by Alvarez Nobell in the model, also a process of observation does not participant. The analysis determined that to date the institution conducts its communications work on the basis of planning based on the objectives of the institution and this has allowed us to recognize in real time and form the work of the same, but above all to meet the objectives of the Department of Communication and of the institution.

KEY WORDS: evaluation, objectives, communication, model.