Gestión de la comunicación estratégica en los sectores empresarial, de desarrollo y público. Estudio comparativo

The results of a study comparing the use of strategic communication in 53 Colombian organizations in business, developmental and public sectors are presented in this article. The first part looks at the theoretical proposals of several authors on the contributions of this model in three environments. The second section examines the methodology and results of the study, which was intended to confirm the hypothesis that it is possible to take advantage of this model in different organizations, among other reasons because they all depend on their environment to gain legitimacy and to endure over time. The article ends with a series of conclusions and reflections concerning future research on this topic.

• Autores: Preciado Hoyos, Ángela Sofía; Guzmán-Ramírez, Haydé
• Fecha de publicación: 2012
• Institución: Universidad de la Sabana
• Repositorio: Repositorio Universidad de la Sabana
• Idioma: spa
• OAI Identifier: oai:intellectum.unisabana.edu.co:10818/14555
• Acceso en línea: http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/2071; http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/2071/2635; http://hdl.handle.net/10818/14555
• Palabra clave: Comunicación estratégica; Organizaciones empresariales; Organizaciones no gubernamentales; Entidades públicas; Organizaciones colombianas; Plan de comunicaciones; Indicadores de gestión de la comunicación
• License: http://purl.org/coar/access_right/c_abf2