IMPACTO DE LAS RELACIONES PÚBLICAS EN EL DESARROLLO DE LA IMAGEN CORPORATIVA DE UNA INSTITUCIÓN PÚBLICA - CASO: ATM

Abstract

This research paper aims to determine the impact of public relations on the corporate image of an organization. It selected the particular case of the Autoridad de Tránsito Municipal (ATM), a public institution in charge of the control and management of traffic and road safety in Guayaquil. It applies literature and field researches, through interviews to public relations and communication directors of public and private companies of Guayaquil, in order to recognize diverse perspectives based on their experience and professional trajectory in this area of communication, as well as directors of the ATM, who contributed with their views on the relevance of counting with the public relations functions in this institution. This information contributed to confirm the results, that this discipline is indeed an important part in any type of organization for the creation, maintenance and projection of the corporate image.