Análisis del impacto de la comunicación emitida por el proyecto Tranvía 4 Ríos

Abstract

The research delved into the external communication management of “Proyecto Tranvía 4 Rios”, considering that it seeks to maintain a correct image before the public. However, a communication plan is not always fully implemented, since it may not have been adequately carried out. Therefore, the purpose of this thesis was to examine the impact of the communication issued by “Proyecto Tranvía 4 Rios”, analyzing the information published in official media taking into consideration the communication needs of its target public. A mixed research approach was chosen, and data was collected through two surveys conducted with users of the tramway service, an interview with the Director of “Proyecto Tranvía 4 Rios”, and an evaluation instrument of posts on the social networks of the aforementioned project. One of the most important findings is that social networks are the most used means of communication by tramway users. The findings show that certain aspects should maintain their quality, while others, such as the variety of topics to be addressed in social networks and their digital redaction, must improve. This investigation allows understanding of the relevance of successful management in the area of external communication, since, as demonstrated, a good communication plan affects the development of appropriate messages, the optimal choice of channels to be used, knowing the needs of the audience, additionally focusing communication activities accordingly.