Cliente interno, un embajador de marca: Análisis de la comunicación estratégica interna, en agencias de publicidad en Medellín

Abstract

Currently, the role and importance of good communication within organizations has been recognized. This has become a strategic element in organizational management that contributes to the solution of internal problems, which in turn are decisive to achieve external communication objectives. In this sense, the research proposal put forward by the SEQUELER SE ORGANIZES of the Faculty of Social Communication-Journalism of the Universidad Pontificia Bolivariana, has the following question: how does a company generate, through communicative strategies, a positive organizational climate that it is reflected in a pleasant image of the organization, on the part of the client. The descriptive research sought through techniques such as the survey, interview and observation, detailing and comparing the communication processes within advertising agencies in Medellin, and through a case study, understand why it presented the high turnover of personnel or loss of human talent in this sector (considered at 25% by 2015) and how strategic communication intervenes there to avoid, diminish or eliminate this phenomenon. In this way, elements such as: networks and work systems, satisfaction, motivation, management, internal communication, interaction, relationship with stakeholders, and strategic guidelines of the organization were studied, as factors that help to track strategic trends that strengthen good practices, and thus achieve employee welfare, translating this into external positioning, customer loyalty and above all, a competitive and profitable sustainability of the advertising agencies in the market.