Maestría en Comunicación Estratégica

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Propuesta de comunicación estratégica para el área de comunicaciones en la fundación Despacio
(Universidad Santiago de Cali, 2023-12-02) Bossa Barona, Freddie Alberto
This research addresses strategic communication within the Despacio Foundation, a non-profit entity committed to the slow philosophy. Through a meticulous diagnosis, specific communicative challenges were identified, which limit proactivity and fragment the organization's messages. This analysis unveiled a critical need to adopt a more articulated strategic communication planning to strengthen Despacio's visibility and align its communicative practices with its core philosophy. Among the objectives, the aim was to diagnose the current state of communication processes in Despacio, identify areas for improvement, and propose specific tactics and actions. Through semi-structured interviews applied to foundation collaborators, a profound perspective on internal communicative dynamics was obtained. Based on this information, a strategic communication proposal is presented to bolster the organization's communicative cohesion, clarity, and efficacy, aiming for greater coherence and resource optimization. This project emphasizes the importance of strategic communication consistent with Despacio's slow philosophy, seeking to balance the need to remain visible and relevant in the current media landscape without compromising its foundational values and principles.