Aportes para un modelo de comunicación estratégica digital en organizaciones religiosas

Abstract

Currently, organizations of all kinds seek to connect effectively with their audiences through digital media, as these have become one of the main sources of information for people. Within this group, there are religious institutions whose purpose is not to generate economic revenue, but to obtain financial resources from external individuals or institutions to finance their projects and social aid programs. In this sense, the following article proposes the construction of a digital strategic communication model so that this type of organizations can achieve their institutional objectives through the application of a much more effective communication, starting from a previous planning and whose strategies are based on the values, principles and identity that differentiates them from NGOs. The model was built on the basis of a semi-structured in-depth interview with the directors or communication managers of religious organizations, whose data analysis and reduction was carried out by means of open coding, which is part of the Grounded Theory (TF). These findings were complemented with the Dircom model proposed by Joan Costa, and with the contributions of Latin American authors working on strategic communication.