¿Qué fue primero el huevo o la gallina? Plan Estratégico De Comunicación (PECO)
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Date
2024-08-01
Advisors
Editors
Journal Title
Journal ISSN
Volume Title
Publisher
Corporación Universitaria Minuto de Dios - UNIMINUTO
Type
Thesis
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Acceso Abierto - http://purl.org/coar/access_right/c_abf2
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
Este Plan Estratégico de Comunicación, surge de la necesidad organizacional que posee la Granja Avícola El Sol Naciente – Alejandra, ubicada en Facatativá, Cundinamarca. Por ello, se realizó un diagnóstico que determinó la ruta para mitigar la problemática y proporcionar, desde la comunicación estratégica, un proceso de transformación.
El diagnóstico se generó en tres partes, entendiendo mediante un diagnóstico de comunicación, cuál es el contexto, el entorno, su comunicación estratégica, su comunicación organizacional y otros aspectos relevantes, que permitieron encontrar a través de la aplicación de instrumentos y herramientas como entrevistas, observación, diario de campo, modelo CANVAS, PESTEL, árbol de problemas, etc., la necesidad que posee la Granja Avícola El Sol Naciente. A raíz de ello, se planteó un Plan Estratégico de Comunicación Organizacional (PECO) que planea, mediante una estrategia de tres fases, aportar en la gestión organizacional de la granja, para fortalecer su identidad organizacional; entendiendo que la comunicación es un proceso de construcción de sentido, de cocreación colectiva y participación, y que, además, las organizaciones son como células vivas que cambian y sufren
transformaciones que necesitan ser comprendidas.
This Strategic Communication Plan arises from the organizational needs of the Poultry Farm El Sol Naciente - Alejandra, located in Facatativá, Cundinamarca. Therefore, a diagnosis was made to determine the route to mitigate the problem and provide, from the strategic communication, a transformation process. The diagnosis was generated in three parts, understanding through a communication diagnosis, what is the context, the environment, its strategic communication, its organizational communication and other relevant aspects, which allowed to find through the application of instruments and tools such as interviews, observation, field diary, CANVAS model, PESTEL, problem tree, etc., the need that Granja Avícola El Sol Naciente has. As a result, a Strategic Plan of Organizational Communication (PECO) was proposed, which plans, through a three-phase strategy, to contribute to the organizational management of the farm, to strengthen its organizational identity; understanding that communication is a process of construction of meaning, collective co-creation and participation, and that, in addition, organizations are like living cells that change and undergo transformations that need to be understood.
This Strategic Communication Plan arises from the organizational needs of the Poultry Farm El Sol Naciente - Alejandra, located in Facatativá, Cundinamarca. Therefore, a diagnosis was made to determine the route to mitigate the problem and provide, from the strategic communication, a transformation process. The diagnosis was generated in three parts, understanding through a communication diagnosis, what is the context, the environment, its strategic communication, its organizational communication and other relevant aspects, which allowed to find through the application of instruments and tools such as interviews, observation, field diary, CANVAS model, PESTEL, problem tree, etc., the need that Granja Avícola El Sol Naciente has. As a result, a Strategic Plan of Organizational Communication (PECO) was proposed, which plans, through a three-phase strategy, to contribute to the organizational management of the farm, to strengthen its organizational identity; understanding that communication is a process of construction of meaning, collective co-creation and participation, and that, in addition, organizations are like living cells that change and undergo transformations that need to be understood.
Description
Fortalecer la gestión organizacional de la Granja Avícola El Sol Naciente – Alejandra,
a través de procesos de comunicación estratégica que permitan consolidar su identidad y
valores organizacionales para una mejor y sólida proyección.
Keywords
Strategic communication, organizational management, organizational identity, Comunicación estratégica, gestión organizacional, identidad organizacional