INCIDENCIA DE LAS RR.PP. EN LA DIFUSIÓN DE INFORMACIÓN PARA ADQUISICIÓN DE SEGUROS DE INCENDIO – CASO: ASEGURADORA DEL ESTADO

Abstract

The insurance sector in Ecuador had a great impact in 2016 following the earthquake of 7.8 degrees, which occurred on April 16 of the same year, in the areas of Manabí and Esmeraldas. This incident generated a great socio-political and economic impact for this sector, giving greater prominence to the role played by insurers when obtaining new homes and hiring the respective insurance. The objective of this article is to analyze the incidence of Public Relations in the dissemination of information for the acquisition of fire insurance and its role in the insurance market. During the development of the work, the management and assessment of communication strategies by the State insurer to communicate with its users was reviewed, quantitative techniques such as the survey and qualitative such as the interview were used for this purpose, which determined how conclusion that the most used communication tool by users considered as technological, is the application of whatsapp because it is the most used and to which the insured are familiar; In addition, the role of Public Relations in the insurance market is to place the client in the center, which means offering information in a timely, fast and complete manner as a commitment of the organizational culture.