Medición y evaluación en comunicación estratégica en la Federación Deportiva del Azuay

Abstract

The present investigation is sustained upon inquiry of the “Colonias Vacacionales” (Holiday Colonies) program of the Sports Federation of Azuay, applying the communication process based on a model for Measure and Evaluation in strategic communication. The theoreticalreferential orientation is based on the elements that conform the “Communication Management Bridge” model, centered on alignment of the communication objectives with the organizational objectives. The methodology framework is concentrated in a non-experimental study, because it generates the analysis of the effect of strategic programming in communication throughout the performance of a semi-structured interview. As characteristics of the research, the origin, history, organizational objectives, policies and action programs where athletes, authorities, trainers, Institution staff and people from the collectivity are disclosed. The information that was obtained with this research shows the need to start a systematic procedure of activity control, directed towards the “Colonias Vacacionales” program, so that its structure is optimized and greater benefits are obtained, both for the Federation and the local people.