Maestría en Comunicación Estratégica
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Browsing Maestría en Comunicación Estratégica by Subject "Communication Management"
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Item Desarrollo de la comunicación estratégica para la organización Soy Pentecostal(Universidad Santiago de Cali, 2021-12-07) Arboleda Muñoz, Daniel; Villegas, Andrés FelipeThe next project arises because it was found that in a Christian organization there isn't developed strategic communication, therefore, the answer to this problem is given through the analysis of information collected with its collaborators, clients and followers of the organization. Taking into account the above, it's significant to know the entire process that must be followed to develop strategic communication in the organization to be studied, thinking about the importance of having this communication and strategic instrument to achieve corporate objectives. Concepts such as communication, organizational communication, strategic communication, strategic communication management will be addressed; to have a base of the operation and implementation of this field in an organization and understand the necessary aspects to achieve corporate communication success. In the results, it's evident that the media that use Soy Pentecostal are social networks, in which the vast majority publish the same content and only the modification in the description and format arises based on the demands of each platform. It is noteworthy that, among all communication channels, the organization has approximately 220,000 followers. Subsequently, a communication diagnosis is made through the DOFA matrix, which is important to know the weaknesses, opportunities, strengths and threats that the organization has; in this case, although Soy Pentecostal has a history of more than six years that has given it high recognition in social networks, it's diagnosed that the organization doesn't have a defined strategic communication and everything has been approached empirically. Consecutively, based on theories, a proposal is presented through a strategic plan that allows the future development of effective communication for this organization and its different interests; in order to improve: the corporate image, the message it shares and the reputation of the organization. Finally, it's found that there is a gap in strategic communication in the organization and it is concluded that it is important to implement the proposal developed for the improvement of the corporate image and the presence of the brand in social networks. In addition, some recommendations are given on how strategic plans can be continued to be implemented to improve relations with other stakeholders that the organization has.