Estrategia de Comunicación Digital para la Cruz Roja Guayas.

Abstract

The present research work develops a digital communication plan to improve the perception of the Guayas Red Cross in the local community and mainly in the Internet users of social networks, with the purpose of establishing a horizontal communication link to present the values and culture organization, provided by the International Movement of the Red Cross and Red Crescent, adapted to local statutes in sociocultural and beneficial terms in the most vulnerable sectors. Qualitative and quantitative techniques were applied to determine in both edges, that is to say in both actors, both the functioning of the institution and for its strengthening and dissemination, the high command and the target public of the Guayas Red Cross, participated in the studies carried out to determine the weaknesses and strengths to propose a strategy appropriate to the current situation of the institution. Through the results obtained from the field work, the sectorized communication plan is proposed in two approaches, an internal and an external approach to cover from the organization chart and institutional development the changes in communication efforts to reflect them in the external sense of the organization. The identity of the plan is presented with the name of Cruz Roja Une, based on the international guidelines of the community, actions are established to promote communication dialectically to more developed fields where all the stakeholders of the institution benefit from the proposed plan. Keywords: COMMUNICATION, DIGITAL COMMUNICATION, ORGANIZATIONAL CULTURE, DIGITAL MEDIA, SOCIAL NETWORKS.