Plan de comunicación estratégica 360 para la empresa FORESTEA (Loja-Ecuador)

Abstract

Abstract:360 ° strategic communication is frequently used by companies, as it allows executing effective communication with audiences, studying their target audiences, as it is a proactive, multimedia alternative process that builds constant dialogues, in order to spread messages to specific sectors , to achieve harmonious and coherent integration, where organizational communication is present when capturing the reality and needs of the environment, so this work was developed with the objective of developing a 360 °Strategic Communication Plan, in order to achieve positioning the FORESTEA brand in the markets: local, national and international. From the methodological perspective, the quantitative-qualitative approaches were used, which allowed organizing the development of the present study, it was then unavoidable to have a representative sample of 199 people who responded to the survey, as well as to the interview. It is concluded that 100% of those consulted are committed to the execution of the 360 Strategic Communication Plan, through which a greater positioning and positive image is achieved before the target audiences.