出版社：Instituto Tecnológico y de Estudios Superiores de Monterrey
摘要：La comunicación en las organizaciones se vuelve estratégica cuando se integra en los procesos de dirección y se convierte en una herramienta esencial de competitividad empresarial. La Universidad TécnicaParticular de Loja crea el primer espacio virtual, el “Observatorio de la Comunicación Estratégica en Ecuador” para estudiar el comportamiento de las organizaciones respecto a la comunicación estratégica en el país. En toda organización se genera información dispersa y variada, que necesita ser coordinada y requiere de un profesional. El Dircom o Director de Comunicación, cuyo perfil es de estratega y tiene la tarea de identificar los instrumentos adecuados y transferir el conocimiento. Además, existe lafigura del gestor de la comunicación que trabaja con esos instumentos para diseñar un sistema comunicacional efectivo para la organización.
其他摘要：processes and becomes an essential tool for business competitiveness. The Technical University of Loja created the first virtual space, "Strategic Communication Observatory in Ecuador" in order to study the behavior of the organizations on strategic communication in the country. In every organization there is dispersed and varied information that needs to be coordinated and it requires a professional help. The Dircom orDirector of Communication, whose profile is as strategist and he has the task of identifying the appropriate tools and the transmission of the knowledge. In addition, there is the figure of the communication promoter working with these instruments to design an effective communication system for the organization. Through a survey applied to 107 promoters around the country, a structured interview to 15 Directors of Communication of most tax-paying companies in the country and with the support of the Delphi technique to 13 scholars from Ecuador and other countries, we collected information regarding the position of DirCom in the organization chart of the public and private companies, the work areas that make up the departments of communication, the measurement and the evaluation of communication as well as the realit y of the publicity concerning to the Organic Law of Communication in Ecuador . As general results, we obtained that organizations continue to invest in advertising and making use of the agencies. The Digital Communication does not only constitute a suppor t for traditional strategies, indeed, it occupies an important place in the area of communication. The LOC provides great opportunities for advertising agencies, advertisers, media and production companies, however, it is still in the process of adaptation . Therefore, this article presents the first results within the project, in order to convert the "Observatory" on a national and international leader in topics related to strategic communication.
