PROPUESTA DE ESTRATEGIA DE COMUNICACIÓN INTERNA Y EXTERNA EN EL SISTEMA DE RADIO Y TELEVISIÓN DE LA UNIVERSIDAD CATÓLICA SANTIAGO DE GUAYAQUIL

Abstract

The research project is carried out in order to search for and provide a practical tool to reduce the communication gap of the organization and its internal and external audiences, facilitating the involvement of employees, teachers and students with the strategic business objectives system Radio and Television UCSG. It was designed and carried out the diagnosis of internal and external communication based on existing mechanisms within the organization, and the needs, gaps and forms of communication are evaluated, allowing to make recommendations for the design of an internal communications strategy and that will improve the external perception of the internal and external to the media by strengthening and creating alternative channels and media to identify and align strategy communication strategy public educational media. The research can be a guide to the theory and methodology for planning, development and measurement strategies for internal and external communication that may lead to integrate the employees of the organization and students of the university with the reality of the environment process, which would strengthen the identity and corporate image through the use of technological means. Keywords: internal communication, external communication, communication strategy, media communication channels, television and radio.