Diseño de un plan estratégico de comunicación digital para el Ministerio de Defensa Nacional del Ecuador

Abstract

At the beginning of the third decade of this century, the magic of digitization and immediacy of information have generated a radical change in world communication. In Latin American countries such as Ecuador, this phenomenon has transcended companies and institutions in the private and public sectors; Nowadays, what is said and how it is said is so decisive, and its incidence generates actions and reactions immediately in the social environment, in minutes an institution or brand can position itself or destroy itself. Faced with this reality, public institutions have found it necessary to implement actions or strategies that allow them to improve the way they communicate with their audiences. A vulnerable sector with great effects in the field of communication is the National Security and Defense sector of a country. In this academic work, digital communication in the Ministry of National Defense is analyzed, for which it is based on a mixed methodological approach, which allows combining qualitative and quantitative results such as: surveys of its workers, interviews with experts on communication issues. strategy, and audience statistics recorded in their official accounts. This project concludes with the delivery of a digital strategic communication proposal. Its implementation is intended to strengthen interaction with the public on issues related to the field of security and defense.