Medición y evaluación en comunicación estratégica. Caso de estudio Banco del Pacífico

Abstract

This research aims to analyze the relationship between the communication plan developed by the Banco del Pacífico and corporate strategic objectives set by the institution, identifying the methods used to evaluate them. For its development, it was based Communication Management Model Bridge which consists of three stages. The first based on strategy planning, design second and third the same measuring compliance. Thus, the study of strategic issues and then analyze the tactical elements and finally operational. The application of this model was able to identify that the Banco del Pacífico has made a significant effort in the area of communication and public relations, to support the consolidation of the objectives. Despite this, it has been unable to use a standardized evaluation methodology and uniform so it cannot detect weaknesses in existing processes.