Planificación estratégica de comunicación integral para la Fundación Ciudadanía y Desarrollo

Abstract

Abstract: This graduation project presents the first comprehensive communication planning exercise for Fundación Ciudadanía y Desarrollo (FCD), a civil society organization that, since 2009, has promoted transparency, democracy, and the rule of law in Ecuador. Despite its impact, the absence of formal planning has limited the reach of its actions. The project is based on the concept of Strategic Institutional Communication Management, understood as a systematic process for developing and evaluating internal and external communications, grounded in a rigorous organizational diagnosis. From this foundation, communication objectives are defined, along with appropriate strategies, tactics, and tools. The proposal applies the first two components of the IACE methodology (Research, Action, Communication, and Evaluation). This document reaches the planning phase (Action), while implementation will depend on institutional decisions. However, a preliminary evaluation proposal is also included, based on the Communication Management Bridge model, which will help establish monitoring criteria and promote continuous improvement toward more effective communication management.