Medición y Evaluación en Comunicación Estratégica. Caso de estudio: Empresa Equinorte S.A

Abstract

The present study was carried out in the business Equinorte S. A. in Quito, Ecuador. The project focused on managing the assessment and measurement of Strategic Communication, using as a starting point a model called the “Communication Management Bridge” by Dr. Alejandro Alvarez Nobell. The study methodology included using an interview with the sales manager who was responsible for the “Open house” in 2013 and surveys with employees and clients. More information was obtained later by analyzing the company´s general documents and its communication program. The results showed that the Equinorte S.A. handles their communication centralized and without any strategic planning and from communicative actions that respond to the needs of each project that is carried out. Also, it doesn’t have an evaluation process for the communication accomplishments that have been achieved and performing a qualitative and highly practical evaluation of external communication.