La planificación como instrumento generador de políticas públicas de Comunicación para el desarrollo ciudadano.

Abstract

This work is focused on Communication Planning (CP). The main aim of CP is to reflect on role of planning as a generator instrument of public policies for communication. The objective is to promote the proposal for the use of Strategic Situational Planning as a viable alternative to improve decision-making and action processes regarding these policies. A complementary aim is to orient these policies to social development via citizen participation. The developing of CP is critical due to the lack of a stablished framework historically in the region. This deficiency has generated processes that are not open to genuine citizen participation, which is an essential requirement for decision-making processes in the generation of public policies. Solving this problematic is key to generate concrete actions aimed at the common good. In this work an extensive bibliographic analysis and collection of information through interviews directed to five specialists of the subject in question was conducted. It was concluded that CP should be considered as a transversal axis in the generation of public policies and in all processes of the Communication System. It is essential that these processes exist through planning in all the different areas of society. It is important to find mechanisms of participation and interaction for the construction of meaningful policies and encourage citizens towards a culture social change.