Planejamento estratégico de comunicação para o Instituto Federal do Rio de Janeiro

Abstract

This dissertation is the result of an applied research, with a qualitative approach, carried out at the Federal Institute of Education, Science and Technology of Rio de Janeiro (IFRJ), whose result ended in the proposal of a strategic communication planning for the Institution. The IFRJ is a federal authority, acting in different levels and modalities of teaching, being organized in a multicampi and multidisciplinary structure, in which teaching, research and extension activities are developed. The Federal Institute experiences a moment of transition, which demands combined efforts between communication and strategy, marked by several factors such as the Institute's rapid growth, differentiation in the structure of the campuses, changes of denominations and logos of the Institution, modifications in the General Coordination of Social Communication (CGCom), among others, which highlights the lack of strategic communication planning and an institutional communication plan, although both are included in the IFRJ General Rules. The main objective was to prepare a proposal for a strategic biannual communication plan 2019-2020 to integrate the strategic planning of the IFRJ, for which a documentary survey was carried out on the norms of communication in public organizations; interview to clarify the vision of IFRJ managers and members of CGCom about the performance and role of Communication in the Institute and its relationship with strategy; initial mapping of stakeholders; and presentation of this work for integration in strategic planning through the IFRJ Strategic Projects Portfolio. The research used as data collection techniques: documentary research, field diary on participant observation and semi-structured interview script. In the analysis of the data content analysis was performed. In the theoretical perspective, the work brought together two areas of knowledge - Communication and Administration -, for the proposition of a strategic model on the organizational communication of a public company. It was sought to insert the concept of public communication in the realization of this study, since it was understood that federal education institutions must meet the social demands in their areas of action and the citizen with a view to the future, investing in the construction of the relationship with the their audiences. In this context, the product of technological innovation was built: strategic biannual communication plan 2019-2020, with the purpose of improving the institutional communication, contributing to the systematization and effectiveness of CGCom's work and to fulfill the attributions contained in the internal documents of the institution. At the end of the research, the plan was presented at CGCom and validated by IFRJ's General Coordinator of Social Communication.