Plan estratégico de comunicación externa para la empresa TNCC Express

Abstract

La comunicación organizacional ha logrado establecer vínculos entre la empresa y sus diferentes públicos de interés, permitiéndole a las organizaciones transmitir y recibir información interna o externa y mejorar significativamente su desempeño. Construir, mejorar y mantener relaciones sólidas con públicos del entorno externo de la empresa como proveedores, accionistas o clientes se ha vuelto fundamental para su supervivencia y crecimiento en el mercado, siendo la comunicación externa, subdisciplina de la comunicación organizacional, la responsable de forjar dichas relaciones. Debido a lo anterior y teniendo en cuenta los resultados de evaluaciones preliminares, surge la necesidad de un Plan Estratégico de Comunicación Externa para la empresa vinculada al sector de transporte de mercancía por carretera TNCC Express, con el cual se busca impulsar estratégicamente su introducción y perdurabilidad en el mercado y contribuir con su crecimiento y la mejora de su desempeño, mientras se crean y fortalecen lazos entre la empresa y su público externo.

Organizational communication has managed to establish a link between the company and its different stakeholders. This allows organizations to transmit and receive internal or external information and significantly improve their performance. It also builds, improves, and maintains solid relationships with the public. This comes from the external environment of the company such as suppliers, shareholders, or clients and has become essential for its survival and growth in the market. External communication which is a sub-discipline of organizational communication is responsible for forging said relations. Due to the above and considering the results of preliminary evaluations, the need arises for a Strategic External Communication Plan for the TNCC Express company linked to the road freight transport sector. It seeks to strategically promote its introduction and durability in the market and contribute with its growth and improvement of its performance. It also seeks to create and strengthen ties between the company and its external public. This project is based on the applied research model which is based on research-action participation methods with the aim of proposing solutions to a problematic situation that afflicts a particular community. In this sense, for the approach of this Strategic External Communication Plan initially an internal analysis was carried out. The internal analysis was to enter the company and learn about its operation, its capabilities and competitive advantages, its values and structure, its history, and other important aspects that showed the essence of the company and its reason for being. After knowing and understanding the company from the inside we proceeded with a deep analysis of its external environment. It showed positive findings such as investment in the sector of transport of goods by road that the Colombian Government is making and has projected for the next few years and the opportunities that technological development is generating in the sector. Beyond that, it also showed the company's shortcomings in the market and in the face of its competition, a weak digital presence, few information exchange channels with its audiences, and a null strategy customer retention. In addition, warnings of future threats were known which together with the previously mentioned difficulties would significantly affect the operation of the company. It is because of these findings that the conclusion is reached that it is necessary as a solution proposal to present the following External Communication Strategic Plan which is expected to act satisfactorily in the face of the problematic situations and therefore promote the performance of the company.