Comunicación de crisis y tratamiento de la conflictividad
Pomar Crespo, Edgar David
Portugal Escobar, Rigliana, tutor
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The present research aims to determine the management of crisis communication, for the treatment of conflict in the face of acts of corruption registered in the Cultural Foundation of the Central Bank of Bolivia during 2014. In this sense, this study approaches to the reality of the Cultural Foundation of the Central Bank of Bolivia, based on three complaints of alleged irregularities. The research was qualitative and descriptive in nature. In addition, the study is framed in a non-experimental design which focuses on observing the object of study as it is presented in its natural context. The data were obtained through interview techniques, focus groups and documentary analysis, applying inductive and analytical methods. The results of the investigation confirm that the Cultural Foundation of the Central Bank of Bolivia does not have a crisis communication committee and therefore does not have an official communication spokesperson to broadcast the press conferences. Another mistake made by the communication unit of the institution is the ignorance of the purchase process and the parameters of the rules of acquisition of the property and the software. Therefore, when an institution is affected by a circumstantial situation that leads to a crisis, its image is threatened. The relationship with public opinion can also be altered and that is why the crisis communication committee must intervene quickly to minimize or avoid possible adverse consequences that affect the institutional image. Finally, it was determined that the complaints of alleged irregularities within the Cultural Foundation negatively affected the institutional image.