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Institutional Communication Strategy I Also Think, Estrategia De Comunicacion Institucional Yo Tambien Opino

Author

Listed:
  • Sheila Delhumeau Rivera
  • Dulce Carolina Martínez Montoya

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.

Suggested Citation

  • Sheila Delhumeau Rivera & Dulce Carolina Martínez Montoya, 2015. "Institutional Communication Strategy I Also Think, Estrategia De Comunicacion Institucional Yo Tambien Opino," Revista Global de Negocios, The Institute for Business and Finance Research, vol. 3(6), pages 99-112.
    • Handle: RePEc:ibf:rgnego:v:3:y:2015:i:6:p:99-112
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    More about this item

    Keywords

    Institutional Communication; Citizen Participation; BTL Strategies;
    All these keywords.

    JEL classification:

    • Z18 - Other Special Topics - - Cultural Economics - - - Public Policy
    • M48 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Government Policy and Regulation

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