Diagnóstico previo para la creación de un plan de comunicación enel Gobierno Autónomo Descentralizado Parroquial de Shell

The communication diagnosis is the first phase for creating a plan as it includes factors that must be taken into account to meet institutional goals, objectives and strategies. Subsequently, the execution of the plan added improvements to its communication processes regarding the problems detected in the diagnosis. The general objective of this article is to identify the current situation of communication management of the Decentralized Autonomous Government (GAD) of Shell. Although in the current administration (2023-2027) there is political will on the part of its president to direct efforts towards social, economic, tourist, gastronomic and cultural development, with communication being, in his opinion, an important axis, it has been observed that the GAD Shell does not have in none of its administrations a communication plan in support of these purposes. Preliminarily, it was detected that its actions are limited to the dissemination of activities through a Facebook profile, its website is not updated and it does not have communication professionals. The Gad Shell faces economic limitations and lack of continuity in its processes and personnel due to political divergences. With an exploratory and descriptive scope, the application of an in-depth interview, surveys and analysis of Facebook engagement in the publications of August 2024, it is evident that, although institutional communication has achieved acceptance through this channel, it is necessary a comprehensive approach that guarantees effectiveness in its processes and achieve greater results that ensure its continuity.