Diagnóstico de comunicación interna y externa de la Orquesta Sinfónica de Cuenca

Abstract

The present project of qualification and degreing: Diagnosis of Internal and External Communication of the Symphony Orchestra of Cuenca, SOC. It consisted in determining the status of the communication relationship established between the internal and external people of the SOC. Describing the strategies, objectives and activities executed by the Institution within the framework of its annual programming. Specify the tactics, tools and communication techniques used by the SOC to reach its internal and external audiences; and, the measurement of the impacts they have on their audiences through Internet platforms and social networks. On the other hand, we reviewed, in a very particular way, the process that led the SOC to use internet platforms and digital social media. For this whole line of research, the SWOT analysis was used as methodological tools to define the main weaknesses and threats of the SOC; the direct and participant observation, in which it was possible to follow up the work routines of Social Communication in the planning processes for the moments: before, during and after a concert scheduled on the weekly agenda. The investigation work was complemented with interviews and surveys that were carried out to the different audiences of the SOC. As a result, sufficient information was obtained to elaborate a communication.