Abstract:

The knowledge society is impregnated by technology and global markets, to participate in it, skills, as well as knowledge and skills that are acquired in regular and informal education, are necessary. The conventional school model understood as an institution and social organization is not the only one possible. In the transition, towards innovative educational models that propose to discover and build competencies to attend, with relevance, the requirements of each human group, concerning their environments and capacities, it is important to know about new essays that seek different paths to learning objectives. The traditional teaching-centered approach to teaching changed to new pedagogies that respect the demands of students, under the premise of education for freedom.

The use of stories in traditional education is an innovative proposal. Local stories allow students to know how entrepreneurs respond to their environments. The purpose of the work is to show the formation of competencies in the students of the subjects of Informative Company and Public Relations of the Universidad Técnica Particular de Loja, during the semester October 2018 - February 2019. Some antecedents emphasize citizen participation. Local stories are an advantage because they immediately demonstrate the application of theories.

A methodology is qualitative through the techniques of bibliographic documentation, content analysis, and semi-structured interviews. The bibliographic research allowed descriptive data of the companies, together the instruments came together to collect, contextualize and complement the history of the media and local communication companies, the questions were answered:
- How do communication companies arise?
- What are their missions and visions?
- How is human resource managed?
- Do the forms of financing embrace the innovations of the digital world?

When inquiring about the history of the media, students found a verifiable application of the theories presented in the classroom and learned about the creative ways of local entrepreneurs to create services, generate employment and contribute to the formation of public opinion. As a result of the intervention, data were collected from 24 Loja media outlets in Ecuador. The information corresponds to radio, television, press and digital media companies.

Teaching innovation occurred during the semester of October 2018 to March 2019. The phases were:
1. Identification of local communication companies.
2. Determination of those that are formally constituted.
3. Creation of work teams.
4. Collection, contextualization, and verification of the stories of local media and communication companies.
5. Association of local media information with the theory of informational companies.
6. Survey of photographic evidence, documentaries, and primary interviews.
7. Preparation of reports, chapters, by sectors of communication companies.
8. Report editing and dissemination of results.

It is relevant to mention that experience does not definitively prove the consolidation of teaching practice, but it does demonstrate relevance and leaves a basis for comparing and testing other alternatives towards the capacity building to contribute to the progress and well-being of each community.

The innovative practice was a form of continuity of the frequent oral tradition in Latin America, where stories, stories, chronicles are welcomed among citizens.

Keywords:

Educational innovation, business administration, media, university education, history.