enero-junio de 2020

Abstract

El artículo describe los problemas sociales de una comunidad urbana situada en el Centro de Bogotá, y las acciones que pretende ejercer la organización social Funcrecer, también sometida a diversas presiones. La estrategia de comunicación facilita el cumplimiento de los diferentes objetivos de variados actores y la reflexión sobre los retos que esto implica. Palabras clave: comunicación estratégica, investigación formativa, cambio interdisciplinariedad, cambio social, Colombia. Abstract Currently, addressing social problems by third-sector organizations-which include various public, private, and academic stakeholder groups-and planning activities that enable the multiplication of efforts through collaborative work aimed at transforming the unfavorable conditions of the communities in which they operate, in pursuit of their mission and corporate objectives, requires a 360-degree relationship process. This article aims to reflect upon the impact that developing a 360-degree strategic communication approach had on Fundación Social Crecer (Funcrecer). This impact is seen through the views of the actors involved, that is, social workers looking for a solution to social issues, young students in formation looking to apply strategic communication to social development, and faculty, supporting educational and territorial processes. It aims at identifying the potentialities of strategic communication applied to social work and to view this experience as a way to challenge and disrupt communication and teaching-learning models. This article describes social issues faced by an urban community in downtown Bogota, as well as Funcrecer organization's actions, even though it is also subject to varied pressures. The communicational strategy facilitates the achievement of the various goals by various actors and encourages reflection on the challenges that this entails.