Comunicación estratégica de un centro de gobierno. Análisis del caso de la administración municipal de Santiago de Cali

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Descripción: This thesis presents a case study of the role of strategic communication in the construction of a unified government message by the Mayor's Office of the city of Cali, Colombia. This work applies the constructivist approach and is based on a theoretical framework around concepts such as Strategic Communication, Government Communication and Centers of Government (CoG). The analysis supports the conclusion that the Cali CoG (in this case the Office of the Secretary of Government) is an ideal space for the construction of unified government messages. Furthermore, it identifies the distinctive features of strategic communication in the CoG and the proper mechanisms for the construction of government messages. lt shows how, at the beginning of the Administration, the Cali CoG over-emphasized the informative aspect in its communication. However, it gradually moved to implement a strategic logic, highlighting the importance of both the informational aspect and the positioning aspect of government communication. Finally, this paper recommends the study and application of strategic communication as a public management tool for CoGs to contribute to greater effectiveness in government.
Citación recomendada (normas APA)
: Manuel Zapata Olivella, "Changó, el gran putas", -:Universidad del Valle, 2020. Consultado en línea en la Biblioteca Digital de Bogotá (https://www.bibliotecadigitaldebogota.gov.co/resources/3237603/), el día 2025-08-21.

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