Resumo

PRECIADO-HOYOS, Ángela  e  GUZMAN-RAMIREZ, Haydée. Strategic Communication Management in Business, Developmental and Public Sectors: A Comparative Study. Palabra Clave [online]. 2012, vol.15, n.1, pp.128-159. ISSN 0122-8285.

The results of a study comparing the use of strategic communication in 53 Colombian organizations in business, developmental and public sectors are presented in this article. The first part looks at the theoretical proposals of several authors on the contributions of this model in three environments. The second section examines the methodology and results of the study, which was intended to confirm the hypothesis that it is possible to take advantage of this model in different organizations, among other reasons because they all depend on their environment to gain legitimacy and to endure over time. The article ends with a series of conclusions and reflections concerning future research on this topic.

Palavras-chave : Strategic communication; business organizations; non-governmental organizations (NGOs); public agencies; Colombian organizations; communication plan; communication management indicators.

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