La planificación de la comunicación institucional: estrategias, planes, campañas y programas

Yanelis Ramírez Fonseca; José Antonio Avilés Carmenate; Ariagna Ponce de León Torres

Authors

Yanelis Ramírez Fonseca Master of Science. Assistant. Social Communication Department. University of Las Tunas. Cuba. https://orcid.org/0000-0002-3585-3260 (unauthenticated)
José Antonio Avilés Carmenate Dr. Specialist in MGI. Instructor. Doctor in Polyclinic Gustavo Aldereguía. Las Tunas, Cuba. https://orcid.org/0000-0001-7995-0305 (unauthenticated)
Ariagna Ponce de León Torres Master in Communication Sciences. Degree in Social Communication. Instructor. Social Communication Department. University of Las Tunas. Cuba. https://orcid.org/0000-0002-5670-7967 (unauthenticated)

Keywords:

Communication strategy, strategic communication, communication plans, communication campaigns, communication programs

Abstract

The article presents an analysis of the main conceptualizations and trends around institutional communication strategies and the conceptual difference with the term strategic communication. It establishes the definition and scope of communication plans, campaigns and programs, and their interrelations. It shows different positions regarding the definition of the term and the ways to elaborate this communication tool, as well as the importance of it due to its impact on business management, organizational culture and identity and image.

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Institutional communication planning: strategies, plans, campaigns and programs

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