El estratega de la comunicación en las UniversidadesCommunication strategist at universities

Resumo

Nowadays companies are questioned about the image the public has of them, so the creation of communication areas well structured and led by a communication strategist, to advise the highest authority and coordinate communication processes that allow the construction believe necessary and management of intangibles to build and / or maintain a close relationship with the public. That is, a responsible professional to manage and maintain a good corporate image, with a broad educational background, great skills and a strong potential in the new communication trends. In the same line, the universities are not far from the reality of other institutions in communication as they play an important role through the training of professionals, dissemination of research and scientific projects, knowledge transfer in the environment, relationships strategic, etc. These actions of the universities make their actions is essential in the development of the community where geographically are inserted and require communicate a variety of messages as a way to transfer knowledge to society. To achieve this objective, the role of a strategic communications officer to lead the process, propose effective strategies, transfer the information from the institution to the public and is the advisor of the executives responsible. In this sense, this research delves into the structure of the areas of communication from the Universities of Ecuador, the profession al profile that directs and the functions performed. The methodology is quantitative, the technique used is the survey, where 33 communications officers from different institutions of higher education in Ecuador participated.