Media plan for the corporate reputation of the UCC-Bogotá, based on principles of USR from social projection clinics
DOI:
https://doi.org/10.31637/epsir-2025-1964Keywords:
corporate reputation, Corporate Social Responsibility, public relations, University Social Responsibility, brand positioning, added value, social projection, strategic communicationAbstract
Introduction: This research analyzed the organizational context of the Cooperative University of Colombia (UCC), based on its attributes of social projection, in correspondence to its institutional DNA and its contribution to the field of University Social Responsibility. In this way, it was proposed to suggest communication strategies for the correct management of institutional attributes to achieve an adequate corporate reputation. Methodology: Qualitative information collection techniques were advanced through the use of structured interviews, aimed at the coordinators in charge of the social projection clinics, attached to the Bogotá campus of the UCC. Results: Overall, it was possible to build an organizational diagnosis that served as the basis for the formulation of a media plan, aimed at the clinics in order to improve their relationship processes and communicative management with the audiences of interest. Discussions: The above is focused on achieving a good corporate reputation based on public relations and a proper management of added value. Conclusions: In the short term, the research exercise hopes to be considered the starting point for the start-up of a new clinic for social projection, specialized in corporate communication.
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