Perfil emergente del comunicador para las dinámicas actuales institucionalesen la provincia de El Oro.

Abstract

This research work is originated around changes and advances that have been evidenced in the institutional communication work, not only by the incursion of tools based on the use of Information and Communication Technologies (ICTs), but also by the processes that through them have been generated in the performance of communicational functions. Considered as the central nervous system of an organization, regardless of the sector in which its activities are developed (Márquez et al. (018), communication is the fundamental element when applying strategies, which is why it is essential that, as their environment presents changes, professionals has to adapt themselves to the field in which they will develop. This context has as result a redefinition of the profile of communication professionals, which produces the need for new knowledge, skills and abilities, in other words, communicators must be in constant training and knowledge acquisition that will allow them to progress as changes take place . Based on the above, the present study called Emerging communicator profile for current institutional dynamics in El Oro province", has as main objective to analyze the profile of the communicator to perform in the current dynamics of organizations in El Oro, and as specific objectives: a) Identify the work areas and functions assumed by communicators and managers in public and private institutions; b) determine the general and specific competencies and skills necessary to integrate institutional communication teams and c) evaluate profiles and challenges assumed by communicators to improve their performance in public and private institutions. To obtain the information that allowed to reach the objectives described, a mixed methodology was used with the application of quantitative and qualitative instruments, such as the application of interviews to professionals with 5 to 10 years of experience, who hold positions associated with the study subject; as well as interviews with experts with teaching and professional experience in the area; and finally a survey to graduates from the Social Communication Department of the Technical University of Machala (UTMACH). The results have been triangulated to reach final conclusions. Finally, respecting to the results obtained from the research instruments, it is found that there is no predetermined standard for institutional communicators since, as changes appear in the environment in which they perform their functions, it becomes necessary to acquire new knowledge, skills and abilities which, once acquired, will redefine the profile of the professional in question. Likewise, the preparation of this professional should not only remain stagnant in the basic knowledge of traditional journalism, but should be aware that the environment is evolving every day and with it the challenges to be assumed are becoming more complex and without the preparation and vocation he/she will not be able to fulfill them to the fullest, demonstrating that he/she is not a suitable professional for this area in the institution.