Evaluación de las estrategías empleadas durante la crisis en la recategorización de las universidades: estudio caso Universidad de Cuenca

Abstract

This research collects the strategies used by the Communication Department of the University of Cuenca and its effectiveness during the crisis reclassification among students of the institution, prioritizing the identification of the process experienced between October and December 2013 as a Crisis or not, communicatively speaking. The pre-crisis context, the strategies used by the Communication Department of the institution, the public perception of internal (meaning students and authorities) and external audiences (media: for it four levels of action to get an overview settled communication), and the institutional image of the University to prospective students of the same. These levels allow us to determine if the image of the University of Cuenca suffered a crisis and how it affected to its stakeholders. Thus perceptions and quantitative data were obtained positioning, them that result in knowledge of the student vision and the status of institutional prestige. In this paper theoretical foundations of organizational, strategic communication and crisis management, which reinforce the conclusions based on the comparison of theory and action undertaken and strategies in line with perceptions of authorities, students and media were found.