ORGANIZATIONAL AUDIENCES AND COMMUNICATION STRATEGY

Ana Matias, Luís Cardoso

Abstract


This article conceptualizes the theme of Institutional Communication. Contrary to some authors who categorize it as distinct and independent from internal communication, we defend it, however, as more comprehensive and integrative. We consider Institutional Communication as a set of procedures to disseminate information of general interest on the policies of action and the objectives of organizations, aimed at making these proposals understandable. However, this type of information will then be useful for groups in an intra or extra-organizational context, and should start by being applied internally; the structure can only assume itself as active and complete insofar as there are people within it who give it life. This should therefore not be perceived as a merely functional system, in the wake of a productivist thought that saw it only as a means to obtain ends: on the contrary, it is the action of individuals that gives it meaning. It is based on this perspective that we present this second part of the article, essentially focused on the issue of intra-organizational communication and on the privileged role that human relations assume in the incessant search for efficiency on the part of institutions.

JEL: M10; M11; L10

 

Article visualizations:

Hit counter


Keywords


corporate communication, publics, communication strategies

Full Text:

PDF

References


Beger, R. (2018). Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide. New York, Springer.

Brochand, B. et al. (1999 1993). Publicitor. Lisboa, Publicações D. Quixote.

Camara, P.; Guerra, P.; Rodrigues, J. (1998 1997). Humanator – Recursos Humanos e Sucesso Empresarial. 2ª ed., Lisboa, Publicações D. Quixote.

Cardoso, L. (1997 1995). Gestão Estratégica das Organizações – ao Encontro do 3º Milénio. 2ª ed., Lisboa, Editorial Verbo.

Cornelissen, J. (2017). Corporate Communication: A Guide to Theory and Practice. London, Sage

Chevalier – Beaumel, A. (s.d. 1986). Valorize a Imagem da sua Empresa. Lisboa, Editorial Inquérito.

Cutlip, S.; Center, A.; Broom, G. (1994). Effective Public Relations. 7th ed. New Jersey, Prentice-Hall International.

Fonseca, A. (1998). Comunicação Institucional – Contributo das Relações Públicas. Maia, Instituto Superior da Maia.

Gomes, D. (2000). Cultura Organizacional – Comunicação e Identidade. Coimbra, Quarteto Editora.

Kotler, P.; Fox, K. (1994). Marketing Estratégico para Instituições Educacionais. São Paulo, Editora Atlas.

Kotler; P.; Armstrong, G. (1999 1995). Princípios de Marketing. 7ª ed. Rio de Janeiro, LTC – Livros Técnicos e Científicos Editora.

Lampreia, J. (1999). A Assessoria de Imprensa nas Relações Públicas. 2ª ed. Mem Martins, Publicações Europa-América.

Lendrevie, J.; et al. (1992 1990). Mercator – Teoria e Prática do Marketing. 2ª ed. Lisboa, Publicações D. Quixote.

Neamtu, A.; Neamtu, L. (2015). Efficient Communication in Business Strategies. New York, Science Journal of Business and Management. Vol. 3, No. 1, 2015, 24-32. 10.11648/j.sjbm.20150301.14

Penteado, J. (1993). Relações Públicas nas Empresas Modernas. 5ª ed. São Paulo, Livraria Pioneira Editora.

Ramos, A. (1996). Caldas da Saúde, Marketing de Saúde, Marketing de Serviços, Marketing de Sucesso. Revista Portuguesa de Marketing. Porto: Instituto Português de Administração e Marketing. Ano 1, nº 2, 51-64.

Raupp, J.; Hoffjann, O. (2012). Understanding strategy in communication management. Journal of Communication Management, Vol. 16 Issue 2, 146–161

Reto, L. (1996). Uma visão integrada da comunicação empresarial. Dirigir – revista para chefias. Lisboa, Instituto do Emprego e Formação Profissional. Nº 44, 3-8.

Santos, R. (1996). Como Elaborar o Plano de Comunicação de uma Empresa. Comunicação Empresarial. Lisboa, Associação Portuguesa de Comunicação de Empresa. Nº 2, 24-28.

Wilcox, D.; AULT, P.; AGEE, W. (1992). Public Relations – Strategies and Tactics. 3rd edition, New York, Harper Collins Publishers.




DOI: http://dx.doi.org/10.46827/ejhrms.v0i0.1224

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 European Journal of Human Resource Management Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2015-2018. European Journal Of Human Resource Management Studies (ISSN 2601-1972) is a registered trademark. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.


 

Hit counter