Comunicação estratégica: um estudo de caso na Universidade Federal do Ceará

Abstract

Communication in institutions, whether public or private, has become an increasingly studied object of reflection in the field of strategic management. These are considered key processes in facilitating the acquisition of knowledge by the collaborators of an institution, enabling an alignment between internal actors and promoting awareness over the global objectives to be achieved. Still, there is a lot to be discussed in relation to the strategic flow of communication in all its complexity. Therefore, this paper has the main purpose to analyze how a Federal Institution of Higher Education - IFES, develops strategic communication for its various publics of interest. With this in mind, it was carried out a case study at Federal University of Ceará (UFC), in which its official documents containing the planning and execution of their organizational communication, were examined; semi-structured interviews were carried out with the managers and employees of the Coordination in Communication and Marketing at UFC; and direct observations were made to obtain the data to be investigated. The research approach is intended to be qualitative, the objective exploratory and the data was analyzed Communication in institutions, whether public or private, has become an increasingly studied object of reflection in the field of strategic management. These are considered key processes in facilitating the acquisition of knowledge by the collaborators of an institution, enabling an alignment between internal actors and promoting awareness over the global objectives to be achieved. Still, there is a lot to be discussed in relation to the strategic flow of communication in all its complexity. Therefore, this paper has the main purpose to analyze how a Federal Institution of Higher Education - IFES, develops strategic communication for its various publics of interest. With this in mind, it was carried out a case study at Federal University of Ceará (UFC), in which its official documents containing the planning and execution of their organizational communication, were examined; semi-structured interviews were carried out with the managers and employees of the Coordination in Communication and Marketing at UFC; and direct observations were made to obtain the data to be investigated. The research approach is intended to be qualitative, the objective exploratory and the data was analyzed following the content analysis method. It was possible to perceive, by means of the research conducted, that strategic communication necessarily goes through the communicational management, and must be organized in such a way as to fulfill the main institutional objectives, adopting, above all, a strategic mindset.