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The study "Management of Technological Innovation and its Influence on the Planning of Social Communication Strategies" examines how emerging technologies have changed communication strategies. In an environment where ICT is evolving rapidly, it has been noted that the expansion of online platforms and the use of social networks and artificial intelligence have changed both organizational and public interactions. This study employed a mixed approach, integrating quantitative and qualitative methods to assess communication professionals' perceptions and tangible results of technology implementation. The results indicated that new technologies make it possible to reach more people and have greater communication with the public, however, they also present challenges related to privacy and authenticity. Important barriers were detected, such as lack of training and opposition from staff, in addition to the considerable investment of resources required. The study considers that using these technologies strategically can increase the effectiveness of communication strategies, if ethical and operational challenges are correctly managed.
