INSTITUTIONAL COMMUNICATION STRATEGY I ALSO THINK, ESTRATEGIA DE COMUNICACION INSTITUCIONAL YO TAMBIEN OPINO

Sheila Delhumeau Rivera and Dulce Carolina Martínez Montoya

Revista Global de Negocios, 2015, vol. 3, issue 6, 99-112

Abstract: Citizen participation in public policy has been discussed for decades. Much has been written about apathy and low participation by citizens in the processes of decision-making. This behavior is the result of a oneway relationship and lack of transparency that the same government institutions have adopted in their relationships with society. This paper presents an institutional communication strategy called Yo también opino (I also think), using resources from Below the Line advertising and new technologies to give citizens a different experience when approaching public institutions. Our aim is promoting knowledge, participation and trust. We present a number of finding including that,, although there is a positive response to the project , the demand for information and two-way communication mechanisms between citizens and public institutions is a constant demand.

Keywords: Institutional Communication; Citizen Participation; BTL Strategies (search for similar items in EconPapers)
JEL-codes: M48 Z18 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ibf:rgnego:v:3:y:2015:i:6:p:99-112

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