Examinando por Autor "Mauricio Salvador Guzmán Reyes, Mauricio Alberto Chávez Núñez"

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    Uso de la comunicación en la mediana empresa de Santa Ana ante posibles situaciones de crisis
    (UNASA, 2026) Mauricio Salvador Guzmán Reyes, Mauricio Alberto Chávez Núñez
    This study knows about the use of communication in medium-sized enterprises in Santa Ana and identifies action decisions in potential crisis situations. Through a qualitative descriptive design and interviews with communication staff and decision-makers, the research explores tools, practices, and interna challenges. Findings reveal predominant use of digital channels, audience segmentation, and emphasis on transparency. However, the absence of formal crisis communication plans remains a critical gap. The study develops a decision-making diagram that guides communicational management to strengthen organizational responses.