Comunicación Organizacional e Imagen Corporativa de la Cooperativa de Ahorro y Crédito "Santa Rosa de Patután" Ltda

Abstract

Currently, organizational communication responds to the challenges that arise every day, where organizations require great performance in management and communication strategies to reach their audiences, making use of new information and communication technologies. In addition to strengthening relationships with internal and external audiences, it entails dynamics for the fulfillment of the organizations' objectives. Organizational communication has become a fundamental element for companies, however, there are still organizations that do not prioritize this type of communication and seek to meet corporate objectives without managing a correct communication process. In this sense, the present research work stems from the interest of improving organizational communication in the communication of the Savings and Credit Cooperative "Santa Rosa de Patután" Ltda., and with the purpose of knowing how this influences the perception of the public to build or enhance its corporate image, through the analysis of the communication strategies implemented by the Cooperative. For this, the quantitative methodology was applied with surveys directed both to the public internal and to the external with which it was identified that the COAC "Santa Rosa de Patután" Ltda., does not manage an adequate internal communication process and that there is also a deficiency in the Interpersonal relations of the internal public. In addition, the lack of empowerment of digital media as communication and dissemination channels is evident