Model of a strategic communication plan for scientific journals: Case study

Abstract

This study focused on developing a strategic communication plan to strengthen the institutional image of scientific journals. Through a mixed methodology, qualitative and quantitative analyses were combined to identify target audiences, define key messages and select effective communication channels. An exhaustive diagnosis including surveys and interviews was carried out to understand the information needs and perceptions of the academic community about the scientific journal that is the case of this study. The findings revealed the importance of adapting communication strategies to different audience segments and efficiently using digital channels to improve the visibility and impact of the journal. Specific communication actions were designed, including content creation, with a focus on event promotion and active participation in social networks. The study provided a detailed framework for the execution of these strategies, highlighting the relevance of continuous measurement and evaluation to ensure the effectiveness of the plan. The conclusions and recommendations highlighted the need to maintain high ethical and quality standards in scientific publication, promoting transparent and participatory communication to establish the scientific journal case study as a reference in the academic community at the national and international level.