Estrategias de comunicación interna y externa de la organización “Fraternidad Internacional de Jóvenes” (IYF)

Abstract

Internal and external communication strategies are tools for the development and growth of large organizations such as social organizations, which promote reflection, debate, and culture. Their contributions help to solve a variety of problems, from social to ecological problems. The organizations compared to the large industries do not have a linear communication between the internal and external communication because they seek the change and social sustainability rather than the economic impact. However, in several countries, social organizations are affected by discourses that discredit their effectiveness and participation in social life. Such is the case of the organization called “International Youth Fellowship (IYF)," whose main objective is to train youth to be leaders of tomorrow through its programs and activities. They face a problem related to the lack of participants, which has not increased at all. To find out how internal and external communication strategies influence the growth of this organization, the causes of this problem were analyzed through surveys and interviews. Through this study, it was determined that the organization's communication is not working effectively because the last step, which is evaluation or monitoring, is not being applied in the strategic process. On the other hand, it is essential to mention that the program with the greatest influx of young people does not have a greater diffusion compared to other programs within the organization. Doing this would contribute to the creation of a matrix of communication strategies for the organization, which creates connections with the participants, gives them an active role, and promotes social change.