Comunicación interna: diagnóstico, planes y campañas estratégicas

Gustavo Cusot Cerda; Isabel Palacios Arias

doi:10.18272/USFQPRESS.m98

Internal Communication: Diagnosis, Plans, and Strategic Campaigns

Authors

Gustavo Cusot Cerda

Universidad San Francisco de Quito

https://orcid.org/0000-0002-8814-9808

Isabel Palacios Arias

Universidad San Francisco de Quito

https://orcid.org/0000-0002-0176-039X

DOI: https://doi.org/10.18272/USFQPRESS.m98.c509

Synopsis

Internal communication is essential to the management and development processes of organizations. The consolidation of their identity, expressed through a strong organizational culture, the promotion of a satisfactory work environment, employee engagement, and improvements in productivity levels are among its key functions. Internal communication is a real necessity for small, medium-sized, and large organizations that seek to grow and make a positive impact on the market and on the environment in which they operate. To generate the desired impact, it must be managed strategically, which means that every action should be justified and aligned with the organization’s objectives.

Communication plans and campaigns are indispensable strategic tools, as both contribute to the effective management of internal communication; however, it is important to clarify that they are distinct and not interchangeable. On the one hand, a communication plan refers to a management framework that guides internal communication actions through established guidelines. Communication campaigns, on the other hand, encompass the lines of action developed to strengthen or correct communication practices that have been previously diagnosed. Thus, communication campaigns are one component of internal communication planning.

Author Biographies

Gustavo Cusot Cerda, Universidad San Francisco de Quito

Dean of the College of Communication and Contemporary Arts at Universidad San Francisco de Quito (USFQ) and Coordinator of the Organizational Communication and Public Relations program.

He holds a Ph.D. in Communication and an International Master’s degree in Strategic Management of Organizational Communication and Public Relations.

His research focuses on organizational communication—particularly internal communication, corporate culture (the central topic of his doctoral dissertation), crisis communication, and political communication in government contexts. He has contributed to these fields through indexed journal articles, professional conference presentations, and academic models aimed at studying organizational culture and reputation management in public and private institutions.

He has published numerous scientific articles in indexed journals on organizational communication, public relations, and political communication in electoral and governmental processes. As a consultant, he has advised private companies and public institutions in Ecuador, Argentina, the United States, and Spain.

Isabel Palacios Arias, Universidad San Francisco de Quito

Master’s degree in Digital Marketing and E-Commerce from the International University of La Rioja (Spain), with advanced training in Organizational Communication and Public Relations from Universidad San Francisco de Quito (USFQ), and a diploma in Corporate Social Responsibility from Tecnológico de Monterrey (Mexico). She is an online professor in the Organizational Communication and Public Relations program at USFQ and has worked as a communication consultant for public institutions such as the National Police of Ecuador and the Secretariat of Environment of the Metropolitan District of Quito. Her most recent publications focus on internal communication, corporate culture, digital media, and fake news.