Reconstruction of the identity of a sports organization. A communication experience from Consensus Planning

Abstract

The aim of this paper is to highlight the different contributions that can be made through communication planning in order to provide a solution for a sports organization in the province of San Luis. Analysing the context of such institution will allow us to choose the most appropriate strategic path by consensus planning to think about a possible communication plan. Taking into account that the Club is made up of social actors, thinking, active and changing beings, an investigation cannot be focused on mere analysis and description. It is necessary to go beyond that, to analyse the social processes and situations and to propose an institutional reform where individuals can recognize their position and its relation to the idea of power; and at the same time, the can rebuild –through their actions– the bonds of trust, commitment and identity of the Club they belong to. Therefore, we present a journey from the data obtained in the Communication Diagnosis stage to the preparation of the communication plan.