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Abstract(s)
A Comunicação Interna Estratégica é o tema principal desta dissertação de mestrado. Neste
contexto, refletimos sobre o papel das Relações Públicas e do profissional de RP frente à gestão
estratégica da comunicação interna no ambiente digital.
Desenvolve-se um estudo de caso centrado numa marca mundialmente conhecida, a
McDonald’s. Como objeto empírico, selecionamos duas campanhas realizadas pela marca para
homenagear as suas colaboradoras em prol do Dia Internacional da Mulher 2018, desenvolvidas
no Brasil e nos Estados Unidos. O nosso objetivo é verificar, ao nível das práticas e das
ferramentas, como a marca disseminou as suas estratégias de comunicação em seus suportes e
canais da comunicação interna (offline e online).
A partir das análises, constata-se que numa dimensão humanista, as campanhas da McDonald’s
tinham os atributos necessários e estratégicos para contribuir para a difusão da cultura
organizacional, da imagem e da identidade organizacional da marca. Por outro lado, na
perspectiva do planejamento de comunicação integrando esta dimensão humanista, concluímos
que as ações de comunicação veiculadas nos canais offline e online da McDonald’s nos Estados
Unidos se complementaram, mas as veiculadas pela McDonald’s Brasil não.
Strategic Internal Communication is the main theme of this master’s thesis. In this context, we reflect on the role of Public Relations and the professional of the area in the strategic management of internal communication in the digital environment. A case study with a world-famous brand, McDonald's, has been developed. As an empirical object, we selected two campaigns carried out by the brand to honor its female collaborators in support of the International Women's Day 2018, in Brazil and the United States. Our goal is to verify, at the level of practices and tools, how the brand disseminated its communication strategies in its internal communication channels and supports (offline and online). Based on the analyzes, it is evident that from a humanistic perspective, McDonald's campaigns had the necessary and strategic attributes to contribute to the diffusion of organizational culture, image and organizational identity of the brand. On the other hand, from the perspective of the communication planning integrating this humanistic dimension, we conclude that the communication actions carried out by McDonald's online and offline channels in the United States have been complemented, but not those carried out by McDonald's in Brazil.
Strategic Internal Communication is the main theme of this master’s thesis. In this context, we reflect on the role of Public Relations and the professional of the area in the strategic management of internal communication in the digital environment. A case study with a world-famous brand, McDonald's, has been developed. As an empirical object, we selected two campaigns carried out by the brand to honor its female collaborators in support of the International Women's Day 2018, in Brazil and the United States. Our goal is to verify, at the level of practices and tools, how the brand disseminated its communication strategies in its internal communication channels and supports (offline and online). Based on the analyzes, it is evident that from a humanistic perspective, McDonald's campaigns had the necessary and strategic attributes to contribute to the diffusion of organizational culture, image and organizational identity of the brand. On the other hand, from the perspective of the communication planning integrating this humanistic dimension, we conclude that the communication actions carried out by McDonald's online and offline channels in the United States have been complemented, but not those carried out by McDonald's in Brazil.
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Keywords
Comunicação Digital Comunicação Estratégica Comunicação Interna Relações Públicas