Resumen

SEGUI LEON, Gladys Caridad  y  SALAS HERNANDEZ, Jorge Luis. Communication at the Service of Community Institutions. Estudios del Desarrollo Social [online]. 2023, vol.11, n.3  Epub 01-Dic-2023. ISSN 2308-0132.

The realization of a diagnosis of communication in the institutions, allows to measure the perception that the internal and external publics have about the company, as well as the management of the communication within it, resulting in an important guide to take future actions in order to improve the management within the company. The University of Pinar del Río "Hermanos Saíz Montes de Oca", has a human capital prepared to assume this task, from the social commitment it has with the institutions of the territory of vueltabajero and in order to collaborate in the social development of the same, as well as in the performance of each institution, in terms of communication. The house of higher studies provides advisory services and collaboration in communication, mainly for budgeted state companies. The diagnosis of communication to the Municipal Directorate of the National Institute of Sports, Physical Education and Recreation (INDER) in Pinar del Río, emerges as the first approach of this discipline to the institution, from which several weaknesses emerge, and threats on which it is necessary to pay special attention and provide immediate solutions, based on the preparation of the Management Manual, the strategy and the Communication Plan.

Palabras clave : communication; institution; diagnosis.

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