The role of institutionalized internal communication for organizations

• Grant number: 14/09173-8
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: August 01, 2014
• End date: November 18, 2014
• Field of knowledge: Applied Social Sciences - Communications
• Principal Investigator: Cristiane Hengler Corrêa Bernardo
• Grantee: Letícia Flore Junqueira
• Host Institution: Universidade Estadual Paulista (UNESP). Campus de Tupã. Tupã , SP, Brazil

Abstract

This research aims to describe grasp how the institutionalization of integrated communication affects the internal communication of the organization. To answer the research problem - the institutionalization of integrated communication becomes more effective internal communication? parses this goal in four specific objectives required , which are: to analyze how is the internal communication flow in both companies; assess what are the main means of communication used by the organization with internal stakeholders ; verify that the institutionalized internal communication decreases the incidence of unofficial communications and analyze the perception of internal communication by collective actors . As this research methodology makes use of case studies in two organizations implemented the sugarcane sector in the region Tupa, and one has a department of institutionalized integrated communication and some not. Such studies will undergo a comparative analysis between organizations and uses two instruments for data collection questionnaires and semi-structured interview. To analyze the method of content analysis grounded in the model of the Theory of Action Such discussions will as a conceptual basis for internal communication as an integral part of integrated communications and current concepts of public will be used, discussing how they can be used, successfully in order to contribute to the strengthening and maintenance of organizational image.