Propuesta de plan de comunicación interna para promover la cultura organizacional del Club de Leones Pasaje, año 2022

Abstract

This work has as its theme the proposal of an internal communication plan that seeks to promote the organizational culture of the Lions Club of Pasaje, the main problem found in this research, and the reason why we decided to take it as an object of study is the lack of communication between the internal environment and the promotion of culture. At the organizational level there is all the necessary information to promote these elements, but it is not given the necessary treatment to achieve it. Therefore, the following question arises: How can a communication plan help to promote the organizational culture in Leo Club Pasaje? With the statement of the problem, the main objective is established, which is to propose a communication plan that serves to promote the organizational culture of the Club. Likewise, the methodology applied is qualitative, focusing on an exploratory, descriptive study. Based on the observation of the current situation and characteristics related to the subject of the study, surveys were also applied to the internal public of the organization in order to determine what type of organizational culture prevails in the institution. On the other hand, interviews were conducted with experts in the area, since it is necessary to inquire about their opinion, strategies and the appropriate steps to follow in order to correctly carry out the communication plan, considering their experience in the professional field. With regard to the action plan, the intervention proposal is presented, taking into account the results of the research section, the theoretical basis of the aspects that compose it, the objectives of the proposal, together with the strategies and communication channels to achieve greater commitment, integration and consolidate the sense of belonging in the group. Thus promoting the institutional values that characterize the institution and that should prevail in each of the people who are part of it. With the application of the plan it is sought to show a part of the reality that can be achieved by integrating the communication processes that are manifested in the Lions Club of Pasaje de las Nieves. It is possible to show to the actors involved the importance, the change that can be achieved based on what has been proposed, according to the existing needs. It is thus obtained that of the 18 partners, as a whole, all agreed that the implementation of social networking activities and strategies; the use of Whatsapp as a tool to promote organizational culture. Of facebook, taking as target audience the internal population who are the ones who receive this information. They consider that the implementation of the plan in its entirety will allow them to improve as a group, develop better activities, and also seek to consolidate the values and internal relevance, to work externally and differentiate themselves from other social organizations. It is concluded that the main values that prevail are responsibility, commitment and solidarity. Therefore, the intervention should take as main elements the promotion of these values through the strategies proposed.