Comunicação institucional no mercado de automação industrial

• Autor(a) principal: Eulalio, Vinicius Lopardo
• Data de Publicação: 2013
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/35911
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Comunicação institucional; Mix de comunicação; Relações públicas; Automação industrial; Valor agregado; Institutional communication; Communication mix; Public relations; Industrial automation; Value added

This study highlights the importance of initiative oriented to the benefits of institutional communication in the industrial automation market, in order to generate incremental business. The problems identified in this study were: a) the absence of communication oriented to company’s values presented to costumers; b) the complexity of current messages, which are not integrated; c) the development of an effective intergroup communication. This study aims to identify the relevance of public relation in the institutional communication field in the industrial automation market. This research presents how the company Siemens USA (the company analyzed in this study) developed a strong hierarchical structure to deliver the global message, named One Siemens, in order to improve their market penetration. It was observed that public relations is an instrument that contributed with the leverage of institutional communication, presenting as a competitive advantage when compared to competitor, through a reliable message that delivers the organization’s value, transparency and reliability. To achieve this research’s objective, this study sought to compare the theory learned with the academic’s experience, identifying the importance of a single communication strategy, based on actions directed to internal and external publics, through company's institutional publications and stories of sales, presenting the company's expertise and pioneering in the areas of actuation.