Medición y Evaluación en Comunicación Estratégica. Caso de estudio Grupo Hospitalario Kennedy

Abstract

In this paper, the Measurement and Evaluation in Strategic Communication Kennedy Hospital Group is studied, assuming a communication program executed in the period 2013 the information required to perform an analysis and subsequent recommendation to manage a better image was collected corporate. In order to obtain a degree in Management Assistance and Public Relations of the Universidad Técnica Particular de Loja. The methodology has been observational and interview / survey, obtaining the necessary information, highlighting the identity values and organizational culture; responsibility and maintaining consistency with the messages transmitted through senior management to its internal public, principal tool of your communication strategy is identified. The "Communication Management Bridge" model, used in the investigation proved to be a comprehensive management tool measuring and evaluating strategic communications. So you should be employed permanently Kennedy Hospital Group. KEYWORDS: measurement, evaluation, strategic communication, communication audit, organizational culture, communication strategy, final thesis work.