Plan de comunicación digital efectivo en gestión de crisis de la Policía Nacional del Ecuador

Abstract

Abstract: This thesis proposes an effective digital communication plan for crisis management for the Ecuadorian National Police, in response to the need to strengthen institutional capacity in the face of critical institutional crisis situations. Based on a detailed assessment that included interviews, surveys, and analysis of current communications, it is evident that standardized digital protocols are being followed and that there is an urgent need to optimize the response to media crises and disinformation. The developed plan establishes preventive strategies, action tactics, workflows, alerts, and key messages to ensure timely, effective, transparent, and consistent communication with the community. It also proposes guidelines for ongoing personnel training, the optimization of digital channels, and the creation of a crisis manual aligned with police reality. This project seeks to contribute to improving the image and reputation of the Ecuadorian National Police, consolidate public trust, and ensure effective communication in high-impact scenarios. Finally, it reaffirms the importance of strategic communication as a key and essential tool for addressing and overcoming reputational crises.