Auditoría de la comunicación para evaluar el nivel de eficiencia comunicacional de los municipios de la provincia de Chimborazo (Ecuador)

Resumo

Institutional communication in public organizations is a strategic asset to promote and develop the processes, tools, dynamics and functions to look for an improvement in their service, productivity, competitiveness, visibility, sociability, social dialogue and development. This article evaluates, based on a communication audit, the efficiency of communication activities and the tools available and each of the activities that designed the modus operandi of institutional communication that takes place in the ten cantonal municipalities that make up the province of Chimborazo (Ecuador). The results show that municipalities must 1) commit to a -corporate and institutional communications policy adapted to the needs of citizens, 2) take a professional working model based on the management of a personalized and contextualized communication -supported in TICs- and 3) develop a plan for monitoring and diagnostics to enable them to prevent future problems.