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Advisor(s)
Abstract(s)
Para entender o ambiente organizacional é necessário estudar a comunicação,
pois sem a rede de processos comunicativos a estrutura das organizações não se
manifesta de forma crescente. Assim, pode-se dizer que todos os elementos de uma
organização são, de alguma maneira, responsáveis pelo desenvolvimento da
comunicação e é preciso envolvimento para que todos possam ser agentes de diagnóstico
e auxílio nos problemas e desafios que venham a ser encontrados.
A partir disso, é preciso entender que o trabalho desenvolvido em assessoria de
comunicação, deixou de ser apenas o de fomentar notícias para a mídia para se tornar
uma atividade geradora de resultado. Esse trabalho hoje é essencial no âmbito do
planejamento estratégico nas instituições fazendo a leitura dos dados apresentados na
mídia e transformando esses dados em informações essenciais no desenvolvimento de
ações assertivas. Diante dessa realidade, pretendeu-se verificar, por meio de uma
metodologia quantitativa com a aplicação de um questionário, como os profissionais de
assessoria de comunicação têm acesso ao trabalho do planejamento estratégico, à
mensuração dos resultados e à percepção da importância dessas atividades para a tomada
de decisão nas organizações.
Entre os 123 questionários respondidos nos três países onde o estudo foi direcionado
(Brasil, Portugal e Espanha) a maior parte não participa da criação do planejamento
estratégico nas organizações onde atuam, porém dizem ter conhecimento do que é
proposto e se dizem envolvidos com o planejamento. Os participantes responderam
também que têm conhecimento do que é mensurado em comunicação e a maioria
concorda que os dados coletados influenciam na tomada de decisão das organizações. O
estudo mostrou ainda que a maior parte das empresas faz uso de softwares para a coleta
das informações e que o conhecimento dos dados mensurados impacta diretamente na
qualidade do trabalho desenvolvido pelos profissionais na área de assessoria.
In order to understand the organizational environment, it is necessary to study communication. Without the network of communicative processes, the structure of organizations does not manifest itself in an increasing way. Thus, it can be said that all elements of an organization are, in some way, responsible for the development of communication. An involvement is necessary so that everyone can be diagnostic and aid agents in the problems and challenges that may be encountered. From this, it is necessary to understand the work developed by the communication offices, which are no longer just promoters of news for the media, to become a prominent sector in effective actions within the scope of strategic communication planning. Faced with this reality, it was intended to verify, through a quantitative methodology with the application of a questionnaire, how communication advisory professionals have access to the work of strategic planning, the measurement of results and the perception of the importance of these activities for the decision making in organizations. Among the 123 questionnaires answered in the three countries where the study was conducted (Brazil, Portugal and Spain), most do not participate in the creation of strategic planning in the organizations where they work, but they say they are aware of what is proposed and are involved with the planning. Participants also answered that they are aware of what is measured in communication and most agree that the data collected influences the decisions of organizations. The study also showed that most companies use software to collect information and that knowledge of the measured data directly impacts the quality of work developed by professionals in the advisory area.
In order to understand the organizational environment, it is necessary to study communication. Without the network of communicative processes, the structure of organizations does not manifest itself in an increasing way. Thus, it can be said that all elements of an organization are, in some way, responsible for the development of communication. An involvement is necessary so that everyone can be diagnostic and aid agents in the problems and challenges that may be encountered. From this, it is necessary to understand the work developed by the communication offices, which are no longer just promoters of news for the media, to become a prominent sector in effective actions within the scope of strategic communication planning. Faced with this reality, it was intended to verify, through a quantitative methodology with the application of a questionnaire, how communication advisory professionals have access to the work of strategic planning, the measurement of results and the perception of the importance of these activities for the decision making in organizations. Among the 123 questionnaires answered in the three countries where the study was conducted (Brazil, Portugal and Spain), most do not participate in the creation of strategic planning in the organizations where they work, but they say they are aware of what is proposed and are involved with the planning. Participants also answered that they are aware of what is measured in communication and most agree that the data collected influences the decisions of organizations. The study also showed that most companies use software to collect information and that knowledge of the measured data directly impacts the quality of work developed by professionals in the advisory area.
Description
Keywords
Assessoria de Comunicação Comunicação Estratégica Comunicação Organizacional Mensuração Planejamento Estratégico