Methodology for the comprehensive diagnosis of business communication. Study case in Ferrocarriles de Oriente Company

Abstract

The present work proposes a methodology that allows the realization of the consulting service: Diagnosis of business communication, structured in phases and that responds to the requirements of clients who demand this service from the Center for Information and Technological Management, Santiago de Cuba, since it complies with the legal and technical standards in force in the country for the communication activity; this is done through a strategic, integrated and systemic approach. To carry out the business communication diagnosis, a methodology consisting of six phases was designed; it was aimed at diagnosing internal communication in five stages and external communication in three stages. Likewise, the integration of organizational communication to the rest of the business management systems is analyzed and, finally, an action plan is drawn up. In each one of the phases and as part of the diagnosis, the treatment of the issue addressed from its current behavior, the causes that originate it and its consequences is treated. For this purpose, the following methods and techniques are used, among others: analysis and synthesis, induction-deduction, surveys, interviews, checklists, direct observation, focus group and documentary analysis.