Resumo

MALLUK MARENCO, Ana Lorena. Analysis of Communication Strategic Planning in four Social Intervention Projects in Montería. anagramas rumbos sentidos comun. [online]. 2013, vol.11, n.22, pp.79-92. ISSN 1692-2522.

This article refers to the challenge faced by professionals, organizations interested in social initiatives and beneficiaries around social intervention projects communication planning process carried out in Monteria city. Four programs of project strategic communication were analyzed: ''We are Recycling, State Water Plans, Implementation of Productive Areas, and sustainable Development of Cordoba handcrafts, developed by the following organizations: Servigenerales/UPB, Gobernación Córdoba, Fundación Santa Isabel, and Corporación de los Valles del Sinú and San Jorge, respectively. An individual analysis of each case was carried out. It included different contact strategies with the study object such as documental analysis, the interview, focal group, and participant observation which allowed feeding -methodologically- theoretical documentation, interpretation of evidences, and the interaction of the researcher with agents and their realities. Results showed that these institutions give communication am instrumental use, they do not use it in a strategic way (systematic, organized, proved, integrating, and articulated to the planning process of social intervention projects) and doe not include integration and active participation mechanisms of interest groups involved in these initiatives.

Palavras-chave : Social change; Social change; strategic communication; social intervention.

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