Boyacá Visible Plan De Mejora Para La Gestión En Comunicación Y La Visibilidad Institucional De La Secretaría De Desarrollo Empresarial

Abstract

This Improvement Plan, titled “Boyacá Visible: Improvement plan for the communication management and institutional visibility of the Secretariat of Business Development,” aims to strengthen the Secretariat's communication and institutional positioning processes to increase access, participation, and utilization of business development programs in the Department of Boyacá. Based on a strategic diagnosis conducted through SWOT, EFE, and ICA matrices, several weaknesses were identified, including low institutional visibility, limited dissemination of the programmatic offer, and an unfavorable competitive position relative to other actors in the business ecosystem. The plan proposes strategic initiatives focused on optimizing communication channels, audience segmentation, inter-institutional coordination, and the implementation of monitoring and evaluation indicators. The relevance of this plan lies in its contribution to institutional strengthening, enhancing the impact of public policies for business development, and boosting the economic and social growth of the department, thereby ensuring a more efficient, transparent, and result-oriented communication management.