Estrategias para superar la resistencia al cambio en la comunicación pública: un análisis contextualizado en la administración pública ecuatoriana

Organisational change management within Ecuador’s public administration, particularly in the realm of public communication, is vital for enhancing the effectiveness and quality of services provided to citizens. One of the main challenges is the resistance to change exhibited by officials and other stakeholders, which hampers the implementation of new communication strategies and may impact the achievement of institutional objectives. Public entities also face structural challenges such as bureaucracy, corruption, and public distrust, all of which affect operational efficiency and public perception. This qualitative analysis, based on an exhaustive literature review, identifies the factors influencing resistance to change and proposes effective strategies tailored to the Ecuadorian context. Key strategies include open and transparent communication, active employee participation, training and skills development, incentives and rewards, and the creation of a shared vision. Furthermore, change management facilitates adaptation, innovation, and continuous improvement, ensuring that public institutions remain aligned with technological, social, and regulatory changes, thereby guaranteeing their long-term sustainability and legitimacy. This comprehensive approach is essential to strengthening governance and fostering citizen trust in Ecuador’s public sector.