Comunicación Estratégica Digital e Iglesia, un Modelopara Conectar con los Stakeholders

Currently, organizations of all kinds seek to connecteffectively with their audiences through digital media,as these have become one of the main sources ofinformation for people. Within this group are religiousinstitutions, this article proposes the construction of adigital strategic communication model for this type oforganizations to achieve their institutional objectivesthrough the application of a much more effectivecommunication, starting from a previous planning,whose strategies are based on values, principles andidentity. The design of the model was based on theapplication of a semi-structured in-depth interviewwith the directors or communication managers ofreligious organizations, whose data analysis andreduction was carried out by means of open coding,which is part of the Grounded Theory (TF). Thesefindings were complemented with the Dircom modelproposed by Joan Costa, and with the contributions ofLatin American authors working on strategiccommunication.