Propuesta de comunicación integral para fortalecer el posicionamiento de la gestión de emergencias del Servicio Integrado de Seguridad ECU 911 para el año 2025

Abstract

Abstract: This thesis proposes the strengthening of the digital communication strategy of the ECU 911 - Ecuador s Integrated Emergency Services System, aiming to increase institutional positioning and promote the proper use of the 9-1-1 emergency line. Based on a qualitative and quantitative diagnosis, gaps were identified in content management, audience segmentation, educommunication, and citizen engagement. As a result, a 360-Degree Integrated Communication Plan was developed with SMART objectives, strategic segmentation, buyer personas, communication guidelines, and an action plan with specific tactics for traditional, digital, and territorial media. The proposal integrates creative communication actions, technical spokesperson strategies, influencer-led campaigns, audiovisual content production, and the implementation of a nationwide ambassador network. This plan offers a concrete contribution to the institutionalization of sustainable communication processes, the alignment of messages across multiple platforms, and the creation of trustbased relationships between the State and citizens.