Gestión de la comunicación externa en gobiernos locales desde el enfoque de ciudadanía: caso de Municipalidad Provincial de Pataz, La Libertad
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Date
2023
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Universidad Nacional de Trujillo
Abstract
El desempeño profesional de un Comunicador Social en las instituciones públicas requiere una gama de conocimientos y preparación para ejecutar proyectos que fomenten la participación ciudadana. En la sierra peruana, los gobiernos locales mayormente carecen de un área especializada de comunicaciones; y si la tienen, éstas no cuentan con una sólida estructura funcional para ejecutar y proponer políticas de comunicación. Por ello, en base a mi experiencia profesional desde el 2019 hasta el 2022, plasmo en el presente trabajo la gestión de procesos comunicacionales desde la Comunicación Externa en la Municipalidad Provincial de Pataz, para fomentar el desarrollo y fortalecimiento de la participación social desde el enfoque de la ciudadanía. El trabajo contiene la parte teórica de los conceptos de comunicación externa y ciudadanía, resaltando las estrategias y enfoques que asientan la base del ejercicio profesional. Seguidamente se detalla la labor efectuada en la municipalidad y luego se establece una crítica objetiva a la formación recibida de la Escuela de Ciencias de la Comunicación de la UNT; así como también, las lecciones aprendidas durante la experiencia. Finalmente, como principal conclusión se determinó que, para la adecuada gestión de la Comunicación Externa en una institución pública como en el caso de la Municipalidad Provincial de Pataz, se deben establecer estrategias comunicativas con participación ciudadana bajo las dimensiones de Publicidad Institucional, Relaciones Públicas y Discusión Pública para el Desarrollo. Y, como principal recomendación, se propone la implementación adecuada y sólida de una Oficina de Comunicaciones en un gobierno local.
The professional performance of a Social Communicator in public institutions requires all knowledge and preparation to execute projects that encourage citizen participation. In the highlands of Peru, local authorities - almost every – don’t have a specialized communications area; and if they do, they do not have a solid functional structure to execute and propose communication policies. For that reason, based on my professional experience from 2019 to 2022, I present in this research work the management of communication processes from External Communication in the city hall of Pataz, to foment the development and strengthening of social participation from the perspective of the people. The research work has the theoretical part of the concepts of external communication and citizenship, highlighting the strategies and approaches that establish the basis professional practice. Next, is explained the work carried out in the city hall and then, is established an objective critique of the training received from the School of Communication Sciences of the National University of Trujillo, in which a balance is made of the knowledge received and its application in professional practice; as well as the lessons learned during the experience. Finally, as a main conclusion, it was determined that for the proper management of External Communication in a public institution as in the case of the city hall of Pataz, communication strategies must be established under the dimensions of Institutional Advertising, Public Relations and Public Discussion for Development. And, as the main recommendation, the adequate and solid implementation of a Communications Office in a local government is proposed.
The professional performance of a Social Communicator in public institutions requires all knowledge and preparation to execute projects that encourage citizen participation. In the highlands of Peru, local authorities - almost every – don’t have a specialized communications area; and if they do, they do not have a solid functional structure to execute and propose communication policies. For that reason, based on my professional experience from 2019 to 2022, I present in this research work the management of communication processes from External Communication in the city hall of Pataz, to foment the development and strengthening of social participation from the perspective of the people. The research work has the theoretical part of the concepts of external communication and citizenship, highlighting the strategies and approaches that establish the basis professional practice. Next, is explained the work carried out in the city hall and then, is established an objective critique of the training received from the School of Communication Sciences of the National University of Trujillo, in which a balance is made of the knowledge received and its application in professional practice; as well as the lessons learned during the experience. Finally, as a main conclusion, it was determined that for the proper management of External Communication in a public institution as in the case of the city hall of Pataz, communication strategies must be established under the dimensions of Institutional Advertising, Public Relations and Public Discussion for Development. And, as the main recommendation, the adequate and solid implementation of a Communications Office in a local government is proposed.
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Keywords
Comunicación, Ciencias de la comunicación, Ciudadanía, Gobierno local