Diagnóstico de la gestión de la comunicación en situaciones de crisis en las empresas de seguros privados en el Ecuador La Unión y Mapfre Atlas

Abstract

This research will present a diagnosis on the management of crisis communication carried out by the different departments responsible for the communication task in risk situations of Ecuadorian companies in the insurance sector: Seguros La Unión and Mapfre Atlas. The general objective of this study is to determine how the communication was managed, and how private risk insurers implemented the risk plan when encountering these possible crisis scenarios. In order to carry out this study, in-depth interviews were carried out with those in charge of the communication part of the company, the commercial part, the person in charge of risk prevention, and the administrative part, in the same way a case study was applied to each one. of the companies. As a result, it was obtained that the selected companies have recently created departments, and went through a process of restructuring internally of the companies. However, it is important to emphasize that both insurers have risk management and work manuals where the possible crisis scenarios are detailed and how to manage risk situations, so that they have certain protocols and guidelines to follow when there is a risk. situation of this type.