External communication strategies in educational management and their impact on improving corporate image

Abstract

This research analyzed the external communication strategies of the Unidad Educativa Bolivariano (UEB) to improve its corporate image in a competitive environment. A mixed-method approach was used, combining theoretical, empirical, and statistical methods. Data collection included observation, surveys, and interviews applied to authorities, teachers, students, and representatives, with a representative sample of 172 participants. Data analysis was conducted using descriptive statistics with SPSS to identify perceptions and trends. Results reveal a negative perception regarding the effectiveness of current strategies, showing deficiencies in content variety and frequency, limited use of digital media, and weak emotional connection with the educational community. Although educational quality and institutional trust are positively valued, the corporate image is weak, affecting enrollment and competitive positioning compared to other institutions. In response, a Strategic External Communication Plan was designed, aligned with the Institutional Educational Project, proposing multichannel campaigns, innovative content, and community participation, with clear evaluation mechanisms. The proposal was favorably validated by experts, highlighting its comprehensiveness and relevance. Implementing the plan is essential to strengthen the institutional image, improve positioning, and foster a closer and more effective relationship with the community.