Planificación estratégica en comunicación

Abstract

This research is based on a case study in the company TEDASA to demonstrate that strategic planning in communication, with the function of measurement and evaluation of results, allow to determine the contribution of managing communication to organizational objectives. In research analysis including institutional, conceptual and methodological theoretical model to the application of measurement and Strategic Assessment "Communication Management Bridge" it possible to evaluate strategic communication planning with organizational goals through their phases are: strategic, tactical and operational. Qualitative methods such as document analysis, semi-structured interviews and direct observation to gain a better understanding of the reality of the company are used. The results of this evaluation and measurement that should be adopted reflect improvements in internal communication so that organizational objectives are achieved.