ESTRATEGIAS DE RELACIONES PÚBLICAS COMO TÁCTICA DE DESARROLLO DE UNA PYME EN ECUADOR ESTUDIO DE CASO

Abstract

The mission, vision and corporate values do not constitute a strategic plan of an organization, these are just the reason and guidance within a strategic plan. In this research, the problem raised in an SME in the city of Guayaquil, Ecuador whose organizational structure does not have a specific area aimed at organizational communication and public relations, dissociating a decrease in work motivation, low satisfaction and little commitment addresses with organizational goals through a unified Talent. The pattern of research and evaluation of research, was established from the case analysis and in situ. The results of the research have successfully channeled through Organizational Communication and Public Relations viable alternative activities influence and organization. It also leads in order to maximize their usefulness to organizations that share similar characteristics to the SME case.