Fortalecimiento de los procesos de comunicación externa de la Pontificia Universidad Católica del Ecuador Sede Santo Domingo (PUCESD), 2015

Abstract

Abstract: A communication plan is a strategy to organize different processes in institutions. The objective of this project is to strengthen the external communication of the Pontifical Catholic University of Ecuador Santo Domingo Campus (PUCE SD). External communication at the PUCE SD has not had an annual plan that recognizes key audiences and enhances the tools that the web offers us. For this, a communication diagnosis of the university was carried out in order to recognize the weaknesses of the processes that have been carried out and the opportunities to be taken advantage of. The topics that the project addresses and that complement the project, from the theoretical foundations, are: communication, audiences, image, identity, brand and the communication plan. An external communication plan will allow PUCE SD to strengthen and organize existing processes, in addition to undertaking new strategies to maintain the position that the institution has earned during 19 years of service in the region, based on knowledge of the needs and characteristics of the audiences to whom it directs its academic offering.