Método de avaliação em comunicação organizacional: estudo de caso em uma instituição federal de ensino superior

Abstract

In contemporary organizations, there is an increasing need to monitor processes and demonstrate results related to the activities developed. In this sense, properly measuring and evaluating organizational communication activities is a challenge, due to difficulties historically faced by the communication area of institutions in general, such as lack of time for planning, low budget and absence of a performance measurement culture. However, despite its essentially intangible character, communication needs to adapt to the new organizational reality, in which aspects related to corporate governance have become more present in public and private administration, requiring good management practices. Therefore, the objective of this study is to analyze the organizational communication of a Federal Institution of Higher Education (IFES) in relation to the monitoring of the activities developed, based on the measurement and evaluation of its channels, products, processes and actions. The theoretical foundation is based on the following fields: organizational communication; public communication; corporate governance; evaluation and measurement in communication. It is a descriptive research, of an applied nature, with a qualitative approach. The research method employed is the case study. Data were collected and analyzed using three techniques: documentary research, systematic observation and interviews. The results point to the gap in IFES 'institutional documents in relation to the monitoring of communication activities, since there are no standardized indicators, making comparative over the years impossible and hindering actions aimed at improving the work. In addition, it is evident that the measurement and evaluation of activities is done informally, with no defined strategy and objectives. This, according to the information presented, occurs due to cultural issues in the area of communication in general and also specific problems of the researched institution. Factors such as lack of time, staff and budget, as well as the lack of definition of processes and functions were also pointed out as reasons for not having a periodic and systematic evaluation. After mapping the main communication activities of the researched institution, this research proposes a method of evaluation in communication, including a matrix of indicators.