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A comunicação interna organizacional numa IPSS: um estudo de caso
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O presente estudo tem como objetivo geral objetivo geral caraterizar a comunicação
organizacional interna de Instituição Particular de Solidariedade Social (IPSS), tendo
como propósito compreender as especificidades de uma organização de cariz social e
compreender a sua importância no desenvolvimento do trabalho diário dos
trabalhadores.
O impacto da comunicação nas organizações é fundamental e decisivo para que estas
sejam competitivas. Neste âmbito, a comunicação, e em concreto, a comunicação
interna é uma área estratégica de desenvolvimento organizacional, tendo efeitos de
alinhamento dos públicos internos com a estratégia de comunicação organizacional
geral.
A comunicação interna revela-se como uma área determinante para o bom
funcionamento de qualquer organização e como elemento da sua coesão (Elias &
Mascaray, 2003), que promove o envolvimento de todos os elementos da organização.
De acordo com a autora Ferrari (2016), a comunicação interna possibilita o equilíbrio
sustentável entre a visão e missão das organizações, bem como entre as expectativas
daqueles que a compõem, visando a satisfação de todos os seus públicos. Por sua vez,
é possível considerar a comunicação dentro de uma organização como condição para
a sua sobrevivência (Rego, 2016), na medida em que permite o alinhamento de ideias,
a participação dos colaboradores, essenciais na construção da imagem e reputação da
organização.
Os objetivos específicos do trabalho foram: caraterização da organização, caraterização
dos meios e suportes de comunicação interna, conhecer a perceção dos trabalhadores
sobre a comunicação interna; analisar a satisfação dos trabalhadores com a
comunicação interna e analisar as principais barreiras à comunicação.
Os objetivos foram concretizados recorrendo a uma abordagem metodológica do tipo
qualitativa, utilizando como instrumento de recolha de dados a entrevista
semiestruturada e análise documental.
O principal motivo deste zelo é a possibilidade de comparação com o mesmo conjunto
de perguntas e que as diferenças deverão refletir diferenças entre os respondentes e
não a diferença nas perguntas (Lakatos, 1996).
Caraterizou-se a organização e os seus principais departamentos, com a caraterização dos seus recursos humanos, os meios de comunicação e identificação de todos os
canais e meios que suportam o processo de comunicação.
Os resultados obtidos indicam que a comunicação interna na organização está a
percorrer um caminho de implementação e crescimento. Os trabalhadores têm a
perceção da importância de uma comunicação clara, eficaz e fluida, revelam que a
organização está a trabalhar para melhorias futuras, no entanto conseguem identificar
algumas barreiras à comunicação que são potenciadores de ruídos, e de algum
desconforto em algumas áreas. O planeamento e a mudança são apontados como
fatores fundamentais para a melhoria da comunicação. Os meios e suportes de
comunicação digital, estão neste momento a ganhar espaço com a aquisição de
softwares de apoio à comunicação, que vão permitir facilidade e eficácia na transmissão
do conteúdo informativo.
Este estudo foi consentido pela Direção pretende contribuir com um espaço de reflexão
para a elaboração de respostas mais eficazes e inovadoras que proporcionem o
desenvolvimento da comunicação organizacional.
With the present study, deepened the theme of organizational communication in a public utility entity namely a IPSS (Private Institution of Social Solidarity). The impact of communication on organizations is fundamental and decisive for them to be competitive. In this context, communication, and in particular, internal communication is a strategic area of organizational development, having effects of alignment of internal audiences with the general organizational communication strategy. Internal communication reveals itself as a determining area for the proper functioning of any organization and as an element of its cohesion (Elias & Mascaray, 2003), which promotes the involvement of all elements of the organization. According to the author Ferrari (2016), internal communication enables the sustainable balance between the vision and mission of organizations, as well as between the expectations of those who compose it, aiming at the satisfaction of all its audiences. In turn, it is possible to consider communication within an organization as a condition for its survival (Rego, 2016), to the extent that it allows the alignment of ideas, the participation of employees, essential in building the image and reputation of the organization. The general objective of the master’s dissertation work will be to characterize internal organizational communication, with the purpose of understanding the specificities of a social organization and its importance in the development of the daily and effective work of the workers. The specific objectives will be to characterize the organization and the means and internal communication supports, to know the perception of the workers about internal communication; to analyze workers’ satisfaction with internal communication, and to analyze the main barriers to communication. As for the methodology, a qualitative approach was used, using as an instrument, for data collection, through interviews and document analysis. The support instrument used was an interview script, as support to the interview conducted with those responsible for the different valences, present in the organization that are present in the process of daily communication between sectors. The method of data collection was through a structured interview, elaborated through a fully structured script. The main reason for this zeal is the possibility of comparison with he same set of questions and that the differences should reflect differences between the respondents and not the difference in the questions (Lakatos, 1996). The organization and its main departments were characterized, with the characterization of its human resources, the means of communication, and identification of all the channels and means that support the communication process. The results obtained indicate that the internal communication at IPSS – CRIVA is following a path of implementation and growth. The workers/coordinators have the perception of the importance of clear, effective, and fluid communication, revealing that the organization is working for future improvements, however, they can identify some barriers to communication that are noise enhancers, and some discomfort in some areas. Planning and change are pointed out as fundamental factors for improving communication. The means and supports of digital communication are currently gaining space with the acquisition of communication support software, which will allow ease and effectiveness in the transmission of information content. This study was consented by the Board of CRIVA, intends to contribute with a space for reflection for the elaboration of more effective and innovative responses that provide the development of organizational communication.
With the present study, deepened the theme of organizational communication in a public utility entity namely a IPSS (Private Institution of Social Solidarity). The impact of communication on organizations is fundamental and decisive for them to be competitive. In this context, communication, and in particular, internal communication is a strategic area of organizational development, having effects of alignment of internal audiences with the general organizational communication strategy. Internal communication reveals itself as a determining area for the proper functioning of any organization and as an element of its cohesion (Elias & Mascaray, 2003), which promotes the involvement of all elements of the organization. According to the author Ferrari (2016), internal communication enables the sustainable balance between the vision and mission of organizations, as well as between the expectations of those who compose it, aiming at the satisfaction of all its audiences. In turn, it is possible to consider communication within an organization as a condition for its survival (Rego, 2016), to the extent that it allows the alignment of ideas, the participation of employees, essential in building the image and reputation of the organization. The general objective of the master’s dissertation work will be to characterize internal organizational communication, with the purpose of understanding the specificities of a social organization and its importance in the development of the daily and effective work of the workers. The specific objectives will be to characterize the organization and the means and internal communication supports, to know the perception of the workers about internal communication; to analyze workers’ satisfaction with internal communication, and to analyze the main barriers to communication. As for the methodology, a qualitative approach was used, using as an instrument, for data collection, through interviews and document analysis. The support instrument used was an interview script, as support to the interview conducted with those responsible for the different valences, present in the organization that are present in the process of daily communication between sectors. The method of data collection was through a structured interview, elaborated through a fully structured script. The main reason for this zeal is the possibility of comparison with he same set of questions and that the differences should reflect differences between the respondents and not the difference in the questions (Lakatos, 1996). The organization and its main departments were characterized, with the characterization of its human resources, the means of communication, and identification of all the channels and means that support the communication process. The results obtained indicate that the internal communication at IPSS – CRIVA is following a path of implementation and growth. The workers/coordinators have the perception of the importance of clear, effective, and fluid communication, revealing that the organization is working for future improvements, however, they can identify some barriers to communication that are noise enhancers, and some discomfort in some areas. Planning and change are pointed out as fundamental factors for improving communication. The means and supports of digital communication are currently gaining space with the acquisition of communication support software, which will allow ease and effectiveness in the transmission of information content. This study was consented by the Board of CRIVA, intends to contribute with a space for reflection for the elaboration of more effective and innovative responses that provide the development of organizational communication.
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Palavras-chave
Comunicação organizacional Comunicação interna Eficiência Clima organizacional Organizational communication Internal communication Efficiency Organizational climate