CALLE CALLE, Sandy    BADIA, Ana Teresa. Strategic Communication as key factor for Good Government. []. , 9, 22, pp. 78-94.   24--2020. ISSN 2411-9970.

Strategic communication in a government that integrates aspects of the theory of public administration, the organizational, the political, and development, is key to having consensus and legitimacy around its management, symbolic capital for its authorities, and articulation with the communication processes in search of a good policy. The research is based on the systematization of theoretical-conceptual and methodological references in the organizational, political and development dimensions within the context of public administration. From the qualitative perspective with a case study method of the decentralized autonomous government of Cuenca, Ecuador, through surveys of communication managers and restructured interviews with authorities. It was evident that there is no long-term communication strategy, or balance or integration between organizational communication, political communication and communication for development.

: strategic communication; local public administration; organizational communication; political communication and communication for development.

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