COMUNICACIÓN ESTRATÉGICA COMO FORTALECIMIENTO DE LA IMAGEN INSTITUCIONAL DE LA ADMINISTRACIÓN PÚBLICA. CASO FUNDACIÓN TERMINAL TERRESTRE DE GUAYAQUIL – ECUADOR.

Abstract

Strategic communication can generally enhance the reputation, institutional image, and legitimacy of both private and public institutions. The objective of this research is to determine the role of strategic communication within the realm of public administration, specifically in the case of the Terminal Terrestre Foundation of Guayaquil, in strengthening institutional image, influencing perception, and promoting transparency. This study adopts a qualitative approach, analyzing aspects ranging from the use of social media to crisis management through a literature review and academic interviews with a sample of 5 current and former Fundacion Terminal Terrestre de Guayaquil officials. These interviews explored topics such as institutional image, strategy implementation, impact, and the challenges of effective communication. The primary finding of this study is that strategic communication is an essential tool for public administration in building and maintaining a strong institutional image. It was also demonstrated that, without a clear and coherent communication strategy, even the best actions can go unnoticed or be misinterpreted by the public. The case of study has shown that investing in communication is not merely an expense, but a key investment to ensure a positive public perception and a trusting relationship with citizens.