Medición y evaluación estratégica en comunicación Caso de estudio: Cooperativa de Ahorro y Crédito Riobamba Ltda. Agencia Cuenca

Abstract

Communication is an effective remedy to achieve organizational objectives and helps position the company in the collective imagination according to your interests. However, using communication without proper strategic planning is risky for any public or private entity. Although public relations are becoming stronger in recent years using strategic planning is rarely used and is not evaluated in its entirety; only the short-term advertising campaigns are analyzed, whether to redirect the campaign or continue with it. This actions are implemented to achieve compliance organizational objectives. The initiatives of organizational communication based on a strategic planning leads to a systematization of data that provides both internal and external audiences body allowing an evaluation to know with certainty whether organizational goals are met based on the tools used for broadcast by the public relations unit of the entity.