Ana Matias


This article aims to analyze the changes in organizations and the need to adapt in the field of communication. It is a given that the contemporary world is characterized by constant changes; mutations occur at all levels of society, involving communications, the productive structure, markets, technology, or science with enormous speed. These profound transformations cause permanent instability and require an effort to monitor change, a mandatory condition for survival. Institutions are also no exception, in terms of aspects such as management processes, work organization, structures, the relationship with the market (new needs, expectations, and demanding standards of their audiences), attitudes, degree of interest and responsibility of its elements, the enrichment of the content of the tasks or the values. In organizations, changes have been increasing, including changes in the quantity or quality of materials or messages. In this sense, several strategies can be put into practice: communicate in advance the changes that will occur, explaining the reasons for this and the objectives to be achieved by the organization, as well as the role that each human being can play in this process; make people participate in change, seeking their involvement; support individuals, for example through training for the performance of future roles - which allows the acquisition of new knowledge and new skills.

JEL: M10; M11; L10


Article visualizations:

Hit counter


organizations, corporate communication, internal communication, public relations

Full Text:



Aravopoulou, E. (2016). Organisational change: A conceptual and theoretical review. Modern Management Systems. 10. 19-32.

Berlo, D. (1985 1960). O Processo da Comunicação – Introdução à Teoria e à Prática. 5ª ed., São Paulo, Livraria Martins Fontes Editora.

Bilhim, J. (1996). Teoria Organizacional – Estruturas e Pessoas. Lisboa, Instituto Superior de Ciências Sociais e Políticas.

Brault, L. (1993 1992). – A Com... – a Comunicação da Empresa para além do Modelo Publicitário. Mem Martins, Edições Cetop.

Bucăţa, G.; Rizescu, A. (2017). The Role of Communication in Enhancing Work Effectiveness of an Organization. Land Forces Academy Review Vol. XXII, No 1(85) 49-57.

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

Christensen, M. (2014). Communication as a Strategic Tool in Change Processes. International Journal of Business Communication. Volume: 51 issue: 4, page(s): 359-385.

Cummings, T. & Worley, C. (2014). Organizational Development and Change. Boston, Cengage Learning.

Cowling, A.; Mailer, C. (1998 1990). Gerir os Recursos Humanos. Lisboa, Publicações D. Quixote.

Cunha, A. – Comunicação Interna. Marketing e Publicidade. Lisboa: Expansão Media Capital. Nº 22 (Abril 2000), p. 14.

Fallik, F. (2013). Managing Organizational Change. Routledge, London.

Ferreira, J. et al. (1996). Psicossociologia das Organizações. Alfragide, Editora McGraw-Hill.

Freire, J. (1993). Sociologia do Trabalho: uma Introdução. Porto, Edições Afrontamento.

Infestas Gil, A. (1991). Sociologia de la Empresa. Salamanca, Amarú Ediciones.

Kunsch, M. – As Organizações Modernas Necessitam de uma Comunicação Integrada. Comunicação Empresarial. Lisboa: Associação Portuguesa de Comunicação de Empresa. Nº 6 (Maio / Agosto 1997), pp. 36-41.

Katz, D.; Khan, R. (19971992). Psicologia Social das Organizações. São Paulo, Editora Atlas.

Lampreia, J. (1992). Comunicação Empresarial – as Relações Públicas na Gestão. Lisboa, Texto Editora.

Lampreia, L. (1997). Contributos para uma Nova Cultura da Gestão Pública. Lisboa, Secretariado para a Modernização Administrativa.

Rosa, L. (1992). Sociologia de Empresa – Mudança e Conflito. Lisboa, Editorial Presença.

Santo, P. – Comunicação Interna nas Maiores Empresas Portuguesas – resultados de uma sondagem. Comunicação Empresarial. Lisboa: Associação Portuguesa de Comunicação de Empresa. Nº 3 (Maio / Agosto 1996), pp. 14-17.

Teixeira, S. (1998). Gestão das Organizações. Alfragide, Editora McGraw Hill.

Tenera, A. – A Comunicação como um Elemento da Qualidade Total: Alguns Indicadores Empresariais. Comunicação Empresarial. Lisboa: Associação Portuguesa de Comunicação de Empresa. Nº 9 (Maio / Agosto 1998), pp. 22-30.

Waddell, D., Cummings, T., Worley, C. (2011). Organizational change: Development & transformation. South Melbourne, Australia, Cengage Learning.

Weil, P. (1990). Communication Oblige! – Communication Institutionelle et de Management. Paris, Les Éditions d’ Organisation.

DOI: http://dx.doi.org/10.46827/ejmms.v0i0.1225


  • There are currently no refbacks.

Copyright (c) 2022 Ana Matias

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 © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll 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.