Elaboración de un plan de comunicación para incrementar la imagen corporativa del Ministerio de Transporte y Obras Públicas, Dirección Distrital de Chimborazo

Abstract

The present study arises from the need to transform the deficiency that exists about a corporate image: to do this, a communication plan was established in order to increase the corporate image of the Ministry of Transportation and Public Works (MTOP) in a district located in the province of Chimborazo and how it focused on a theoretical framework based on the opinion of several international and national authors through their study characteristics. The study was developed under a qualitative and a quantitative methodology due to the fact that no study variable was manipulated, it was a non-experimental design with a descriptive level that allowed to describe the actions of the phenomenon or object of study. The scientific method allowed us to explain the real cause of the phenomenon due to its interrelated stages. The techniques applied were the survey for both institutional employees and the population of Chimborazo: 20 items for the first group and 10 items for the second group through Google Forms as it was imposible to leave home due to the pandemic. An interview with the authority could not be held because of reasons mentioned before. Among the relevant findings, it can be said that the district lacks of internal and external communication channels that affect the corporate image of the MTOP in Chimborazo