Proposal of Indicators for communication management manual in the GEOCUBA Villa Clara-Sancti Spíritus Company.
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Abstract
The communication management manual has become a tool to meet the strategic objectives of organizations. There are several authors who have addressed this topic in Cuba, highlighting three fundamental models, the one proposed by Justo Villafañe, the model of Yarmila Martinez and that of Jorge Santana. In Cuban companies, manuals are designed according to Decree 281 of 2007 and use different elements of the models mentioned above. Taking into account these schemes, the current reality of the institutions in the country and the approval of Law 162 “On Social Communication” in 2024, it is necessary to propose a set of indicators that must be part of the structure of the manual to manage in a manner coherent and effective communication organizations such as the GEOCUBA Villa Clara- Sancti Spíritus Company, object of analysis for this study.
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