Plan estratégico de comunicación para el huerto orgánico “Masía Dalí” de la parroquia Atahualpa

Abstract

The present degree work consists of the development of a strategic communication plan (PEC) for the Masía Dalí organic garden of the Atahualpa parish, it arises when the problem of not being able to expand the production of the garden to the other parishes of the Ruta Escondida. The internal and external situation of the organization is analyzed to propose objectives that improve the commercialization of products and achieve institutional empowerment, in addition to having an approach to communication for development and social change. The methodology that was applied corresponds to participatory action research (IAP), which provided to take into account the intervention of the participants in the investigation and during data collection through the case study method that implemented the participant observation technique to know the activities carried out in the organization. The information obtained allowed us to reflect on the requirements of the organization both internally and externally, the strategic communication plan was established to later develop communication products that show the identity of the organization and the public can recognize the organization, achieving a closest connection. Finally, with the information obtained, it is evident that the lack of a strategic communication plan has repercussions on the management and development of an organization, since an analysis of the situation is lacking and the errors that exist and how are not known. These could be corrected to generate opportunities that help organizational growth.