Medición y evaluación en comunicación estratégica. Caso de estudio Ministerio del Ambiente del Ecuador

Abstract

The research is focused on the analysis of strategic planning in Communication, both internally and externally of Ecuador‟s Ministry of Environment through the management of the communication in relation to the campaign " Tradición y Conservación van de la mano” developed in 2013. It was evaluated through the application of the model called "Communication Managment Bridge". The main objective is to determine the effectiveness of the "Strategic Communication Planning" realized at the MAE, and how the measurement function and outcome assessment was applied, identifying in that way the contribution of communication management achievements to the specific objectives of the organization. Finally, it was important to emphasize the idea that the process of communication in an organization is the most effective tool for achieving the goals. It is important that there exists a synergy between internal and external communication, thus integration of members of the organization who will seek to achieve the objectives that were initially generated.