Estrategias de comunicación para crear alianzas

Abstract

This article presents the interpretation of documents and structured interviews of the investigation "Multi-sector alliances based on communication strategies, a study of case in the Valley of Aburrá, Colombia", realised by PhD Juan Carlos Molleda, PhD Belio Martinez Jr and Mg Ana Maria Suárez Monsalve, in the project co-financed between the University of Medellín and the University of Florida, 2008-2009. This analysis concentrates in the use of the strategy of communication like process that contributes with the creation of multi-sector alliances. It tries to explain the process of creation of bonds between representative organizations of three sectors: communitarian organizations, private company and State. She raises, like conclusion of the analysis, the necessity to adopt a intermediating roll on the part of the signaller, evident in the processes and products that she generates in the communication strategy, to make the strategic speech and the communicative action coherent. (English) [ABSTRACT FROM AUTHOR]