Tendencias que marcan el camino de la comunicación interna en Universidades de Ecuador

The effective management of internal communication holds a significant place in the strategic plans of universities. It is a complex task due to the diversity of internal audiences with different needs and expectations, making it a challenging endeavor. This research specifically analyzes the management of internal communication in Ecuadorian universities, understood from the perspective of internal communication directors (Dircoms), highlighting trends that, after continuous practice, are defined as significant and contribute to organizational culture. The universe of the study consists of public and private universities in Ecuador, as recorded by the Higher Education Council. The information was collected through a structured survey, which mainly included dichotomous and open-ended questions. The survey was administered to communication managers in a non-probabilistic sample of thirty higher education institutions. The results identify the generation of new models of conversation and participation, fostering a more humane and dialogue-oriented environment. Additionally, they highlight visual and values-based communication, the contribution of multicultural teams, interaction spaces, and strong leadership, all of which benefit employees.