Crisis y estrategias comunicativas: sistematización de experiencias en Cafam

Abstract

Cafam is one of the Compensation Funds with the longest trajectory in the country, despite having the necessary infrastructure to carry out its activities, a manual has not been designed for moments of crisis and to allow the implementation and execution of strategies in the organization and thus, reduce all the negative impacts that may put at risk both the corporate image and the name and the proper functioning of the company. In the present work, a crisis manual was constructed to be implemented in the Family Compensation Fund. To this end, first it was necessary to carry out a communicative diagnosis to identify the problem situation and propose the crisis manual found in Chapter 3 of the work, which allows training workers through examples or real experiences, to understand the manual and crisis situations that allow understanding the importance and relevance of crisis concepts. The inputs collected in this formative research work that integrates the dissemination - training processes, will be recorded and analyzed to generate results and recommendations that should be taken into account for future monographs or degree projects. In addition, it is reiterated that this manual serves as a fundamental tool to solve possible and future crisis situations that the Fund could suffer, since several factors that can occur inside and outside the organization depend on this.