Strategy for the management of institutional communication in terms of local development

Abstract

Communication is a decisive factor in the functioning of the territories, as it enables synergies among the state, society and the university, as the most important socio-cultural center in this context for the empowerment of local actors as agents of development. Thus, the objective of this article is to design an institutional communication management strategy for the University of Pinar del Río in function of the local development of the province for the strengthening of institutional and communicative capacities, as well as the improvement of the quality of social services. To accomplish it, methods such as documentary analysis, analysis and synthesis, structural systemic, group interview and participant observation were used. As a result of its application, the needs of institutional communication management at the University of Pinar del Río "Hermanos Saíz Montes de Oca" and its articulation with local development in the province were identified, which served as a basis for the elaboration of the strategy for institutional communication management at the University of Pinar del Río "Hermanos Saíz Montes de Oca", as a function of local development. The strategy articulates the participation of internal and external audiences of the University of Pinar del Río in the management of institutional communication, in terms of local development, which places the institution in a position to meet social and governmental demands related to local development, from institutional communication.