Incorporation of Streaming platforms in the strategic development of public relations in Mipymes organizations of Guayaquil

Abstract

In the present investigation we analyze how the streaming tools manage to enhance the public relations strategies in improving the image of a corporation, in this case the Plaza Triángulo shopping center located in Guayaquil, a place that has more than 50 commercial sites or MiPymes. (small and medium businesses). This shopping center was chosen because in recent years it has had many problems that have deteriorated its image, which has caused the traffic of customers to decrease. For a greater effectiveness of the investigation, the Philip Lesly model, presented in his book “New Manual of Public Relations”, was taken as a methodological reference for the analysis. There, the author presents 8 phases that allow to acquire knowledge about the actions and the use of public relations in business. The purpose of this project is to verify if the use of streaming tools as a public relations strategy can contribute in the reconstruction of the corporate image of Plaza Triángulo, for this purpose, a multimedia `communication plan that allows the Guayaquil public to Learn about the services and products offered by the shopping center and its Mipymes businesses is also proposed.