La importancia del rol de la comunicación y de las estrategias comunicativas internas para fortalecer la identidad corporativa del Gobierno Provincial del Azuay

Abstract

The Provincial Government of Azuay is a public institution located in the city of Cuenca in the province of Azuay. This organization provides processes, products and services to the citizens of the different cantons, as well as establishes guidelines and strategies to reduce inequality in the urban and rural sector. It has fifteen directorates, three coordination’s, an administration secretary, a syndicate, and a general secretary, each of which are essential to carry forward the institution. This research focuses on the importance of the role of communication and internal communication strategies to strengthen the corporate identity of the Provincial Government of Azuay. The objective of this research is to analyze the role of communication and the correct internal communication strategies that serve to strengthen the corporate identity of the Provincial Government of Azuay. Among the conclusions, it can be highlighted that there is a good role of communication, however, there are a percentage of shortcomings within the internal strategies which make the messages unclear and concise. Communication in the institution is a key tool for institutional development and productivity. It also influences the corporate identity of the employees who play a fundamental role in the growth of the institution. Most of the collaborators know the corporate philosophy, which for the research is an excellence in the management of the role of internal communication of the Provincial Government of Azuay.