Comunicación Estratégica : construcción comunicacional de la estrategia corporativa en organizaciones sociales

Abstract

Strategic Communication in social organizations is a substantial element that contributes not only as an instrument that guides the actions, but as a social device participatory development of corporate strategy. This proposal is basic theoretical sources systemic perspective of the organization, the New Strategic Theory (NST) and the Latin American communicational thought. Analysis of “The corporate image of the Delegation Puebla Red Cross” presented, proposes a communicative construction and simultaneously communication with qualitative research techniques and instruments as marks of communicational rationality and matrices sociocultural, for recognizing the logical operation communicational actors to operate an organizational strategy around corporate image.