LA GESTIÓN DE CRISIS Y SU INFLUENCIA EN LA REPUTACIÓN DE GOBIERNE. CASO GOBIERNO DEL ECUADOR PANDEMIA COVID-19

Abstract

The reputation of government is important, it depends on projecting credibility and gaining the trust of the constituents, to enjoy governance. Building a good reputation takes years of effort and can be destroyed by any type of crisis in a few minutes; even more so in digital times, where the diffusion of the message can travel the entire world in an instant, through the use of the internet, social networks, multimedia messages. That is why, faced with the large number of risks and threats that may arise, crisis communication management plays a fundamental role in protecting the government's reputation. In the present study, the importance of anticipation and preparation as strategies in crisis management is raised, whose tangible benefit is to shield and / or protect the reputation of the government, so that it supports or reduces the impact and damage that may occur. cause a crisis situation. The application of a qualitative methodology enriched the analysis of the facts, the conclusions of which were contrasted with a focus group of professionals in crisis communication and human behavior, which confirmed that poor crisis management negatively affects the reputation of government and officials.