Engagement en los públicos internos de empresas del sector industrial de Ecuador, en tiempos de crisis sanitaria. Año 2020

Abstract

Abstract:Communication is one of the pillars that allows structuring the organization's strategy, and in this way the members of the companies can, in addition to knowing, be part of the corporate culture. During the health emergency, it has also been possible to observe different actions that companies have taken to stay afloat, and hand in hand they have developed strategies that allow their audiences to be hooked.This work was developed with the objective of analyzing the engagement in the internal audiences of companies in the industrial sector of Ecuador, in times of crisis. Year 2020. For the development of the research, a survey was carried out to 16 Communication Directors (DirCom) of industrial companies in the country through the Google Forms platform. The results obtained, allowed to establish the different strategies applied by the companies to keep the collaborators engaged, taking into account that of the total of the companies surveyed, 68.6% had to reorient the internal communication strategy in which campaigns have been developed. , issuing continuous information, messages of caution, emotional support and business communication.