La comunicación y las relaciones públicas en la construcción de una imagen corporativa sólida

Abstract

In recent decades, strategic communication and public relations have played a fundamental role in the institutional positioning of organisations, especially in contexts where public perception directly influences legitimacy, reputation, and sustainability. This research analyses the role of institutional communication and public relations in building a solid corporate image, based on a case study conducted in a private company on the Ecuadorian coast. The study adopts a qualitative, descriptive, and analytical approach, using the case study method. Data collection techniques included semi-structured interviews with key stakeholders (executives, communication officers, and administrative staff), document analysis of institutional campaigns, direct observation of events, and a review of official digital platforms. This methodological triangulation enabled the identification of communication patterns, institutional discourse, and concrete practices, as well as a comparison between the perceptions of internal and external audiences. The findings show that a solid corporate image is not built solely through advertising campaigns or persuasive speeches, but rather through the existence of coherence between what the institution communicates and what it actually executes. Organisations that align their communication with clear and sustainable institutional values, and that promote a culture of transparency, approachability, and participation, tend to project a more trustworthy and socially legitimate image. Additionally, internal communication plays a strategic role in strengthening employees’ sense of belonging and aligning their actions with the organisational mission. Another significant finding was the coordinating role of public relations as trust boosters.