Centro Cultural Paine
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2024
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Universidad Finis Terrae (Chile) Facultad de Humanidades y Comunicaciones
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El siguiente plan de comunicación estratégica fue elaborado a partir de la investigación de los antecedentes del Centro Cultural de Paine y la recopilación de testimonios de sus funcionarios y directores, que permitieron conocer en profundidad el trabajo que realiza la organización, elementos claves de su gestión y las necesidades en materia de comunicación para abordar acorde al contexto de su comuna.
En ese sentido, se detectaron dos puntos relevantes para la construcción de este trabajo, como lo son el potenciamiento de los medios de comunicación del Centro Cultural de Paine y la necesidad de establecer una vinculación y estrechar lazos con sus habitantes, señalados como uno de los principales públicos objetivos de la organización, con un enfoque principal en sus juntas de vecinos y estudiantes de la zona centro de la comuna, con los que no ha podido entablar una relación cercana y permanente
A través de una serie de entrevistas en profundidad con miembros del Centro Cultural de Paine, presidentas de juntas de vecinos, clubes de cueca, clubes de adulto mayor, funcionarios de instituciones similares y otros stakeholders, la elaboración de una encuesta aplicada a 296 personas de Paine y la recopilación de fuentes bibliográficas, se detectaron los principales aspectos a trabajar en el plan de comunicación, que buscará fortalecer la vinculación de la organización con los habitantes que lo rodean y la entrega de la información respecto a la múltiple oferta cultural disponible.
Estos resultados fueron fundamentales para definir el mapa de trabajo y sus posteriores acciones para dar cumplimiento a los objetivos corporativos y comunicacionales establecidos, que permitirán justamente vincular al Centro Cultural de Paine con sus habitantes y fortalecer sus canales de comunicación.
The following strategic communication plan was developed based on research into the background of the Paine Cultural Center and the collection of testimonies from its staff and board members, providing an in-depth understanding of the organization's work, key management elements, and communication needs aligned with the context of its community. In this regard, two key points were identified for the construction of this project: enhancing the communication channels of the Paine Cultural Center and establishing connections to strengthen ties with its residents. These residents, seen as one of the organization’s main target audiences, include neighborhood associations and students in the central area of the community, with whom the Center has yet to build a close and lasting relationship. Through a series of in-depth interviews with members of the Paine Cultural Center, presidents of neighborhood associations, folk dance clubs, senior clubs, staff from similar institutions, and other stakeholders, as well as a survey conducted with 296 Paine residents and the compilation of bibliographic sources, the main aspects to be addressed in the communication plan were identified. This plan aims to strengthen the organization’s connection with the surrounding residents and improve the delivery of information about the wide range of cultural offerings available. These findings were essential in defining the action map and subsequent steps to fulfill the established corporate and communication objectives, which will effectively link the Paine Cultural Center with its residents and strengthen its communication channels.
The following strategic communication plan was developed based on research into the background of the Paine Cultural Center and the collection of testimonies from its staff and board members, providing an in-depth understanding of the organization's work, key management elements, and communication needs aligned with the context of its community. In this regard, two key points were identified for the construction of this project: enhancing the communication channels of the Paine Cultural Center and establishing connections to strengthen ties with its residents. These residents, seen as one of the organization’s main target audiences, include neighborhood associations and students in the central area of the community, with whom the Center has yet to build a close and lasting relationship. Through a series of in-depth interviews with members of the Paine Cultural Center, presidents of neighborhood associations, folk dance clubs, senior clubs, staff from similar institutions, and other stakeholders, as well as a survey conducted with 296 Paine residents and the compilation of bibliographic sources, the main aspects to be addressed in the communication plan were identified. This plan aims to strengthen the organization’s connection with the surrounding residents and improve the delivery of information about the wide range of cultural offerings available. These findings were essential in defining the action map and subsequent steps to fulfill the established corporate and communication objectives, which will effectively link the Paine Cultural Center with its residents and strengthen its communication channels.
Descripción
Proyecto de grado (Magíster en Comunicación Estratégica y Digital)--Universidad Finis Terrae, 2024
Lugar de Publicación
Santiago, Chile
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Citación
Palabras clave
COMUNICACIÓN ESTRATÉGICA, CENTROS CULTURALES, INTERACCIÓN SOCIAL
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Atribución-NoComercial-CompartirIgual 3.0 Chile (CC BY-NC-SA 3.0 CL)