Medición y evaluación en comunicación estratégica. Caso de estudio Cooperativa 29 de Octubre

Abstract

Strategic communication is important in any organization because the public is related according to the mission and goals of her. They must plan and find strategies to reach people, is why there are methods and models. But more importantly, once the end use these methods can determine the measurement and evaluation of various existing environments. It is necessary to confirm that in Latin America, the issue of measurement and evaluation has not had the importance that should, at present this issue raises many expectations in organizations for needs exist today; it is necessary that the communication department not only use projects and not determine results, but the measured and evaluated. We proceeded to conduct an interview with the person in charge of the Department of Communication and found that the cooperative applying Communication Management Bridge but not in its entirety, as it meets the strategic phase, but the tactical phase is not complete and fail to the operational phase.