COMUNICAÇÃO PÚBLICA: UMA LEITURA CRÍTICA ENTRE O INSTITUCIONAL E O MERCADOLÓGICO

• Autor(a) principal: Flôres, Janecir Cardoso
• Data de Publicação: 2013
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da METODISTA
• Texto Completo: http://tede.metodista.br/jspui/handle/tede/676
• topic: Processos Comunicacionais; Comunicação Pública; Comunicação Institucional e Mercadológica; Gestão e Planejamento em Comunicação.; Communicative Processes; Public Communication; Corporate Communications and Marketing; Management and Communication Planing; CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

The research presented here discusses the communication processes and management activities in the development of Public Communication. Especially those who are able to achieve a high level of quality for the sake of efficiency in the provision of services to the citizen-consumer. Moving between corporate communication and marketing, in reference to the research line of the same name in the Graduate Program of Social Communication of the University, the work in question covers topics such as the study of best practices and interesting aspects about processes, policies, strategies and actions in the management skills of communication in organizations. For this, in terms of methodology, are used bibliographic and documentary elements, and open interviews with managers in the industry that make examples of organizational communication in two institutions. These procedures checked during research in the communication process of the organizations studied correlate to a historical contextualization of concepts, theories and methods geared to the reality of contemporary society. Analysis justified in spite approach on principles that can be viewed in the praxis of communication, such as sustainability, transparency, corporate governance and management of communication in an environment tecnossocial symbolic production of content (information, products, services, brands, images etc.). The analysis of this dynamic as a whole aims to address also the social implications of the planning process for communication and the communicative act itself, which makes us realize how public organizations observe the relationship [speech versus practice] with their clients in access to information, products or services.