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Title: Plan de comunicación para IBT Group Perú
Author: Rodríguez López, Sabrina
Director: Pujol Ozonas, Cristina  
Tutor: Silva Robles, Carmen
Abstract: Nowadays, globalisation and technological growth has open the door to organisations to show not only their activities locally and broadly but also how they can impact positively on society. Simultaneously, as the new worldwide scenery has become highly competitive and societies are increasingly empowered and demanding, companies are challenged with interacting with skateholders in complex and demanding ways. Therefore, communication, seen as a vehicle within a major process called public relations, plays a key role to show organisations themselves to their stakeholders as they want to be seen. By doing so, companies can manage their reputation in order to reach their business strategy, according to their mission, vision and values. As companies define their business strategy based on analysis and planning by taking into account a range of scenarios and risk factors, it is highly recommended that they design a roadmap to forge links with their stakeholders. To do this in terms of communication, the starting point has to be seeked from the inside of the organisation by focusing their communication on consistency and coherency. As a result, companies can reach long-term reliable relationships outside the organization According to this point of view, this dissertation introduces a communication plan for IBT Group Peru, a Spanish-based leading business group in the execution of civil public projects. This dissertation aims to create knowledge about the company for society and improve relationships with its current stakeholders. In other words, the plan seeks the company to be known and recognised positively by its targets so that the company might be able to execute new projects in the country.
Keywords: corporate communication
internal communication
public relations
corporate identity
corporate image
culture transformation
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 18-Jan-2021
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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