The person at the center: communicative strategies for building community and transformative culture

Abstract

Organizational communication maintains a close relationship with responsible communication, the theoretical foundation of which is essential in this casi study to understand the need for a campaign that strengthens the organizational culture in an educational institution. In this context, the values ​​expressed in institutional narratives, as part of its organizational philosophy, are key elements to generate both internal and external impact.

Currently, organizational communication and responsible communication have been consolidated as fundamental pillars in public and private institutions. They are no longer seen solely as informational tools, but rather as strategic disciplines that require a precise diagnosis to define relevant actions and strategies. In the case of a higher education institution, an internal communication campaign was designed and implemented that promoted, in a strategic, holistic and assertive way, the values ​​of the UPAEP. This initiative aimed to reinforce the sense of identity and belonging, culminating in the creation of the “The Value of Being UPAEP” campaign, which invited the entire university community to live and act on institutional values.

This strategy, based on organizational communication with a responsible approach, has allowed the UPAEP community to share a common meaning about how to live its values. The narratives have been correctly decoded thanks to the appropriate use of channels, times and the establishment of communication based on trust, active listening and feedback. Through the images used, the importance of living with empathy and respect for the values ​​of the institution is projected. The communication pieces developed in this campaign integrate narratives that transmit ideas, feelings and needs in a direct, clear, safe and honest way.