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Advisor(s)
Abstract(s)
Desde o final do século XX, as organizações vêm reconhecendo o caráter estratégico da comunicação. Não obstante, há relatos de dificuldades para torná-la efetiva, especialmente no que concerne à sua incorporação nos processos de tomada de decisão e de gestão estratégica.
Motivado pelo interesse em compreender as causas desta realidade, este estudo foi conduzido com o objetivo de propor medidas para o aperfeiçoamento da comunicação estratégica na Marinha do Brasil, instituição de origem do investigador.
Na primeira fase desta investigação, com base em revisão de literatura, estudou-se a relação entre estratégia e comunicação, que serviu como ponto de partida para a compreensão dos principais aspetos que conferem à comunicação o seu potencial estratégico, bem como para a identificação de aspetos limitadores da sua plena efetivação nos processos estratégicos das instituições.
Depois, a partir de entrevistas realizadas com profissionais envolvidos no processo de gestão estratégica na Marinha do Brasil e em outras relevantes instituições, procurou-se identificar semelhanças e diferenças estruturais, processuais e culturais relacionadas com a forma como a comunicação estratégica está implementada nessas organizações.
Por fim, como resultado deste estudo, a partir da análise dos dados obtidos, apresentam-se 24 propostas que concretizam o alcance do objetivo geral da investigação.
Palavras-chave:
Since the end of the 20th century, organizations have recognized the strategic nature of communication. Nevertheless, there are reports of difficulties in making it effective, especially regarding its incorporation into decision-making and strategic management processes. Motivated by the interest in understanding the causes of this reality, this study was conducted with the aim of proposing measures to improve strategic communication in the Brazilian Navy, the investigator's originating institution. In the first phase of this investigation, based on a literature review, the relationship between strategy and communication was studied, which served as a starting point for understanding the main aspects that give communication its strategic potential, as well as for identifying limiting aspects of its full effectiveness in institutional strategic processes. Then, based on interviews with professionals involved in the strategic management process in the Brazilian Navy and other relevant institutions, similarities and differences in structural, procedural, and cultural aspects related to the implementation of strategic communication in these organizations were identified. Finally, as a result of this study and based on the analysis of the collected data, 24 proposals that materialize the overall goal of the investigation are presented.
Since the end of the 20th century, organizations have recognized the strategic nature of communication. Nevertheless, there are reports of difficulties in making it effective, especially regarding its incorporation into decision-making and strategic management processes. Motivated by the interest in understanding the causes of this reality, this study was conducted with the aim of proposing measures to improve strategic communication in the Brazilian Navy, the investigator's originating institution. In the first phase of this investigation, based on a literature review, the relationship between strategy and communication was studied, which served as a starting point for understanding the main aspects that give communication its strategic potential, as well as for identifying limiting aspects of its full effectiveness in institutional strategic processes. Then, based on interviews with professionals involved in the strategic management process in the Brazilian Navy and other relevant institutions, similarities and differences in structural, procedural, and cultural aspects related to the implementation of strategic communication in these organizations were identified. Finally, as a result of this study and based on the analysis of the collected data, 24 proposals that materialize the overall goal of the investigation are presented.
Description
Keywords
Comunicação Comunicação estratégica Estratégia Gestão estratégica Communication Strategic communication Strategy Strategic management