Diseño de una estrategia comunicativa para el uso del correo electrónico institucional, como herramienta de comunicación interna de los funcionarios del área de comunicaciones y educación ambiental del departamento administrativo de gestión del medio ambiente – dagma, 2018 - 2019

Abstract

This research work made it possible to identify the use of institutional email in the Administrative Department of Environmental Management (ADEM), in addition to proposing a communication strategy that allows the use of this network, as an internal communication tool for officials of the Area of Communications and Environmental Education. The research technique used was observation and surveys applied to the 30 officials involved in this area, the selection process was carried out taking into account the seniority and type of contract that is handled in the Communications and Education Area Environmental, since they are officials who, for the most part, have witnessed continuous improvement processes, focused on the implementation of Information and Communication Technologies (ICTs), which allows them to create brand identity and reflect a better corporate image . The observation process was carried out in each of the aforementioned areas, from January 9 to 18, 2019, during the working day; This analysis made it possible to identify that there is a certain degree of disinterest on the part of the officials of the Communications and Environmental Education Area to use the mail as a tool that optimizes the internal communication processes of the entity. The investigation also made it possible to identify that the processes aimed at the implementation of Information and Communication Technologies (ICT) that are being carried out through the Technological Management Area of the Municipal Mayor's Office of Santiago de Cali, are not being monitored of a training and awareness process for internal staff who are the ones who benefit the most from these tools. The data obtained through this research made it possible to develop a communication plan focused on improving the use of institutional email in the areas with the greatest dissemination of information from the Administrative Department of Environmental Management (ADEM); This plan was drawn up taking into account the contributions of authors such as Paul Capriotti and Van Riel, based on their theories of organizational communication and brand identity. Finally, a basic guide on the use of institutional email is presented, which focuses on the way in which the messages sent through this medium should be constructed, in order to make themselves understood in front of the receiver and generate bonds of trust. and security to the processes and information that is disseminated through this public entity.