ASSESSORIA DE COMUNICAÇÃO COMO ESTRATÉGIA ORGANIZACIONAL NAS INSTITUIÇÕES PÚBLICAS: UM DIAGNÓSTICO DA COMUNICAÇÃO NO INSTITUTO FEDERAL GOIANO – CÂMPUS CERES

Abstract

This study aims to analyze the strategic role of the Communication Department at Instituto Federal Goiano (IF Goiano) - Câmpus Ceres, as an empowering tool of corporate image, through understanding and dissemination of the mission, vision and values. The study is based on the strategic planning process taking into account the principles of efficiency, efficacy and effectiveness, to build a solid organizational culture. We seek to answer questions about the role of the Communication Department for the institution it represents, analyzing situations such as characteristics and tools of a Communication Department in the exercise of public communication; it's strategic role and the motivation of contributors to actively participate in the communication. The methodology used will be qualitative and exploratory research, based on references, as well as questionnaires and interviews to the management team of the IF Goiano- Câmpus Ceres, teachers and technical administrators and students. As a result, it is expected to understand the operation of the Communication Department and identify mechanisms that can improve communication process.