Plan de comunicación estratégico para el reposicionamiento de la imagen de diario el Telégrafo como medio público y ciudadano
The Strategic Communication Plan for positioning El Telégrafo Daily newspaper as a public, citizens’ newspaper allowed us to identify the main business problems, starting with an analysis of the external and internal conditions of the organization. After that, a SWOT analysis was used to identify it...
| Autores: | , |
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| Tipo de recurso: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2014 |
| País: | Ecuador |
| Institución: | Universidad de las Américas |
| Repositorio: | Repositorio Universidad de las Américas |
| Idioma: | español |
| OAI Identifier: | oai:dspace.udla.edu.ec:33000/3168 |
| Acceso en línea: | http://dspace.udla.edu.ec/handle/33000/3168 |
| Access Level: | acceso abierto |
| Palabra clave: | DIARIO EL TELEGRAFO REPOSICIONAMIENTO IMAGEN COMUNICACIÓN ESTRATÉGICA TELÉGRAFO EN CIFRAS |
| Sumario: | The Strategic Communication Plan for positioning El Telégrafo Daily newspaper as a public, citizens’ newspaper allowed us to identify the main business problems, starting with an analysis of the external and internal conditions of the organization. After that, a SWOT analysis was used to identify its Strengths, Weaknesses, Opportunities, and Threats, and to define its relevant audiences, in order to then establish the communication objectives for the action plans corresponding to each of those objectives. The first chapter addresses the newspaper’s 130-year history, from its foundation as a daily newspaper with completely private capital, to the present, as Ecuador’s Premier public daily newspaper. This section provides an integral understanding of the newspaper, examining its mission, vision, values, organizational structure, design, contents, editorial line, and financing, in order to then see its position in the more general context, with an analysis of Ecuador’s current Communications Law and the status of public media in Ecuador and worldwide. The second chapter analyzes how the lack of a Strategic Communication Plan in El Telégrafo seriously limits the management of communications carried out by this medium. One of the most important consequences of the absence of such a plan is the lack of defining its audience. This has made it impossible to achieve the corporate objectives and consolidate a social base that would support the project of the public newspaper which, until now, has not managed to differentiate itself from private media in terms of its contents. The third chapter is especially important because it contains the field research that was done. Interviews were conducted, with closed questions, on 400 people over the age of 16, from various sectors of Ecuadorian society, in order to determine whether they consider the medium to be a public newspaper of the citizens; their opinion about the contents of the paper; and what they expect from the newspaper El Telégrafo. This research was conducted with a mixed focus, combining qualitative as well as quantitative aspects, putting into practice research techniques such as observation, dialogue, and documentation, as fundamental contributions. In addition to these surveys, in-depth interviews were conducted with experts in communications as well as the director of the newspaper. The fourth chapter contains the SWOT, definition of general and specific objectives, definition of audience, strategies, actions, responsible personnel, evaluation, timeline and budget needed for positioning El Telégrafo newspaper as a truly public and citizens’ communication medium. |
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