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Universidad Tecnológica Equinoccial Facultad De UNIVERSIDAD TECNOLÓGICA EQUINOCCIAL FACULTAD DE CIENCIAS SOCIALES Y COMUNICACIÓN LICENCIATURA EN RELACIONES PÚBLICAS Y COMUNICACIÓN ORGANIZACIONAL Trabajo de grado para la obtención del título de: Licenciada en Relaciones Públicas y Comunicación Organizacional ANÁLISIS DE LA IMPLEMENTACIÓN DE UN REGLAMENTO DE COMUNICACIÓN EN LA EFECTIVIDAD DE LA COMUNICACIÓN INTERNA EN GSK ECUADOR Autor: Karla Nataly Rojas Acaro Directora: María José Enríquez Quito - Ecuador Marzo - 2017 Agradecimiento Mi agradecimiento a Dios, a mis padres y hermanas por su apoyo incondicional, a Miguel por su soporte durante todo el desarrollo de este trabajo, a laboratorio GlaxoSmithKline Ecuador por permitirme realizar este análisis y en especial a mi directora María José Enríquez por impulsarme a concluir esta etapa educativa. iii Dedicatoria El presente trabajo está dedicado a mi hija Ana Paula, el motor que guía cada paso que doy, quiero ser un buen ejemplo en tu vida y demostrarte que todo esfuerzo tiene su recompensa y nunca es tarde para alcanzar tus objetivos. iv UNIVERSIDAD TECNOLÓGICA EQUINOCCIAL BIBLIOTECA UNIVERSITARIA FORMULARIO DE REGISTRO BIBLIOGRÁFICO PROYECTO DE TITULACIÓN DATOS DE CONTACTO CÉDULA DE IDENTIDAD: 1718002866 APELLIDO Y NOMBRES: Rojas Acaro Karla Nataly DIRECCIÓN: Calle N92B Pasaje OE3N Casa OE3-09 EMAIL: [email protected] TELÉFONO FIJO: 02 3431267 TELÉFONO MOVIL: 09 95624866 DATOS DE LA OBRA TITULO: Análisis de la implementación de un reglamento de comunicación en la efectividad de la comunicación interna en GSK Ecuador AUTOR O AUTORES: Rojas Acaro Karla Nataly FECHA DE ENTREGA DEL PROYECTO DE 27 de marzo de 2017 TITULACIÓN: DIRECTOR DEL PROYECTO DE Enríquez Cruz María José TITULACIÓN: PROGRAMA PREGRADO POSGRADO x TITULO POR EL QUE OPTA: Licenciada en Relaciones Públicas y Comunicación Organizacional RESUMEN: Mínimo 250 palabras El presente Análisis de la implementación de un reglamento de comunicación en la efectividad de la comunicación interna busca diagnosticar la correcta ejecución del mismo a través del análisis de las herramientas comunicacionales mediante las cuales el manual de comunicación se ve ejecutado. Este análisis está dividido en tres capítulos, el primero abraca la Comunicación en si trabajando UNIVERSIDAD TECNOLÓGICA EQUINOCCIAL BIBLIOTECA UNIVERSITARIA conceptos y definiciones sobre la comunicación, comunicación interna y comunicación externa, en un segundo plano se exponen las diferentes herramientas de comunicación internas y externas que se emplean en un entorno empresarial. El segundo capítulo contempla al Laboratorio GlaxoSmithKline, su historia, la compañía y el manual de comunicación elaborado para el mercado de Ecuador, con el cual se ejecutan todas las acciones comunicacionales de la empresa. En el tercer capítulo se ejecuta la investigación que dará paso al análisis que pretende diagnosticar la efectividad del manual de Comunicación a través de sus herramientas, una visión detallada y exacta del criterio del colaborador permite obtener los datos necesarios para conocer el ambiente en el cual se ve envuelto la Comunicación Interna. Al finalizar se presenta las conclusiones y recomendaciones con las cuales se ha llegado en el presente análisis. Es importante destacar que el presente análisis permitió al Laboratorio GlaxoSmithKline Ecuador mejorar su proceso de implementación de las Herramientas Comunicacionales basados en el Manual de Comunicación, así como diagnóstico del mismo para mejoras futuras. TABLA DE CONTENIDO INTRODUCCIÓN ...................................................................................................................................... 1 PROTOCOLO DEL TRABAJO DE INVESTIGACIÓN .................................................................................... 2 I Tema de Análisis: ............................................................................................................................ 2 II Planteamiento del Problema: ......................................................................................................... 2 III Objetivos ......................................................................................................................................... 2 IV Objetivo General: ............................................................................................................................ 2 V Objetivos Específicos: ..................................................................................................................... 2 VI Justificación: .................................................................................................................................... 2 CAPÍTULO I .............................................................................................................................................. 4 COMUNICACIÓN ..................................................................................................................................... 4 2.1 Definición: .............................................................................................................................. 4 2.1.1 Concepto Etimológico ..................................................................................................... 4 2.1.2 Concepto Psicológico ...................................................................................................... 5 2.1.3 Concepto Sociológico: .................................................................................................... 5 2.1.4 Concepto de Comunicación como Sistema: .................................................................... 5 2.2 El proceso de la Comunicación: .............................................................................................. 6 2.3 Comunicación Estratégica: ..................................................................................................... 7 2.4 Clases de comunicación .......................................................................................................... 7 2.4.1 Comunicación Directa: .......................................................................................................... 8 2.4.2 Comunicación Indirecta: ........................................................................................................ 8 2.4.3 Comunicación Reciproca: ...................................................................................................... 8 2.4.4 Comunicación Unilateral: ...................................................................................................... 8 2.4.5 Comunicación Privada: .......................................................................................................... 8 2.4.6 Comunicación Pública: .......................................................................................................... 8 2.5 Importancia de la Comunicación: ........................................................................................... 9 2.6 Comunicación Interna: ............................................................................................................ 9 2.6.1 Flujo de Comunicación Ascendente: ............................................................................ 10 2.6.2 Flujo de Comunicación Descendente: ........................................................................... 12 2.6.3 Flujo de Comunicación Horizontal: .............................................................................. 13 2.6.4 Flujo de comunicación diagonal: .................................................................................. 13 2.6.5 Flujos Informales – El Rumor: ...................................................................................... 14 v 2.7 Elementos de Comunicación Interna: ................................................................................... 14 2.7.1 Personalidad Corporativa: ............................................................................................. 14 2.7.2 Imagen Corporativa: ..................................................................................................... 15 2.7.3 Cultura Corporativa: ..................................................................................................... 18 2.7.3.1 Funciones de la Cultura Corporativa: ........................................................................... 18 2.7.3.2 Elemento de la Cultura Corporativa:............................................................................. 20 2.7.4 Comunicación Corporativa: .......................................................................................... 20 2.7.4.1 Comunicación Corporativa Formal: .............................................................................. 21 2.7.4.2 Comunicación Corporativa Informal: ........................................................................... 22 2.7.4.3 Comunicación Directa: ................................................................................................. 22 2.7.4.4 Comunicación Interpersonal: ........................................................................................ 22 2.7.4.6 Comunicación Grupal: .................................................................................................. 23 2.7.4.7 Comunicación Recíproca: ............................................................................................. 23 2.7.4.8 Comunicación Unilateral: ............................................................................................. 24 2.7.4.9 Comunicación Asertiva: ...............................................................................................
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