Detalhes bibliográficos
| Ano de defesa: |
2006 |
| Autor(a) principal: |
Colnago, Camila Krohling |
| Orientador(a): |
Cardoso, Onésimo de Oliveira |
| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
|
| Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
| País: |
BR
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://tede2.pucsp.br/handle/handle/1180
|
Resumo: |
Organizational communication, understood as a strategic element for management and administration in modern organizations, represents an important means of information flow and relationship between the inside environment of companies and their outside world: their customers, the market and society in general. Communication, as a rule, enables companies to build up their organizational culture and corporate identity and allows them to create a competitive and coherent institutional image. The purpose of this dissertation is to analyze the role of organizational communication in creating and maintaining a solid and strategically defined image as well as to check on how communication is currently carried out at Brazilian companies in practice. An exploratory and qualitative survey was done through applying non-standardized interviews to nonprobabilist sample, for convenience, in the cities of São Paulo - SP and Vitória - ES. On the occasion, the interviewees, who are professionals in the area of communication, described their professional experiences and practices related to the strategic utilization of organizational communication practices in forming the institutional image of their companies. The survey results showed that companies have been trying to get rid of the old concepts of vertical, instrumental and mandatory communication and that many times they have been able to establish much more participative, dialogic and strategic communication processes |
