La gestión de la comunicación institucional interna en las universidades de la Comunidad de Madridfortalezas y debilidades

Zusammenfassung

This article focuses on the profile of the internal communicator at the universities of the Community of Madrid. It performs a descriptive study that includes two items: information about what these professionals are and information about the methodologies, resources, tools and functions they claim to carry out. For these reflections, a quantitative research study applied to 14 internal communication officers of public and private universities operating in the Community of Madrid are taken as reference. The research, which uses a descriptive methodology, concludes that the task of managing the internal communication at university institutions is a responsibility assumed by the Madrid universities and that its management is rising compared to the situation in 2005; The function is in stage of development, there are strengths, but also a considerable number of weaknesses, the greater being the limitation in budgetary resources. The profile that leads this area is a university degree mostly related to journalism , publicity or public relations. However, we are faced with a multi-tasking professional since, apart from being a manager, they are also a professor. On the other hand, it is necessary for the internal communication area to focus on objectives and projects that improve the sense of belonging, educational quality and a digital culture based on collaboration.