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A comunicação interna nas agências de comunicação
| Name: | Description: | Size: | Format: | |
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| 4.04 MB | Adobe PDF |
Abstract(s)
Nos dias de hoje, com a crescente valorização da comunicação interna como elemento estratégico nas organizações, torna-se essencial compreender como as tendências atuais nesta área podem impactar o envolvimento dos colaboradores. A comunicação interna, particularmente em agências de comunicação, desempenha um papel fundamental na promoção de um ambiente de trabalho colaborativo, no alinhamento estratégico e na retenção de talento. A questão de partida estabelecida foi: “Quais são hoje as principais tendências da comunicação interna nas agências de comunicação que possam influenciar o envolvimento dos colaboradores?”. Para responder a esta questão, foi adotada uma estratégica metodológica mista. Em primeiro lugar, foram conduzidas duas entrevistas exploratórias a colaboradores de diferentes agências de comunicação, aprofundando a análise qualitativa sobre as dinâmicas internas e as práticas de comunicação das suas empresas. Complementarmente, realizou-se um inquérito por questionário a colaboradores de agências de comunicação em Portugal, com o objetivo de recolher perceções sobre as práticas atuais e os fatores que promovem ou dificultam o seu envolvimento. Os resultados obtidos revelaram que práticas de comunicação interna alinhadas com as necessidades dos colaboradores, como o uso de canais digitais eficazes e o incentivo à partilha de feedback, são vistas como cruciais para o aumento do envolvimento. No entanto, identificaram-se desafios relacionados à sobrecarga de informação e à falta de personalização das mensagens. Este estudo sublinha ainda a relevância na criação e execução de estratégias de comunicação interna bem estruturadas como fator diferencial no envolvimento e na produtividade das equipas em agências de comunicação, destacando a importância da inovação e da humanização nas práticas de gestão interna.
In the present paradigm, with the increasing recognition of internal communication as a strategic element within organizations, it is essential to understand how current trends in this area can impact employee engagement. Internal communication, particularly in communication agencies, plays a crucial role in fostering a collaborative work environment, strategic alignment, and talent retention. To guide this investigation, the research question established was: “What are the main current trends in internal communication within communication agencies that can influence employee engagement?” To address this question, a mixed-methods approach was adopted. First, two exploratory interviews were conducted with employees from different communication agencies to deepen the qualitative analysis of internal dynamics and communication practices within their companies. Additionally, a questionnaire survey was administered to employees of communication agencies in Portugal to gather perceptions on current practices and the factors that promote or hinder their engagement. The results revealed that internal communication practices aligned with employees’ needs, such as the use of effective digital channels and the encouragement of feedback sharing, are perceived as crucial for increasing engagement. However, challenges such as information overload and a lack of message personalization were identified. This study also highlights the relevance of creating and implementing well-structured internal communication strategies as a differentiating factor in enhancing team engagement and productivity within communication agencies, emphasizing the importance of innovation and humanization in internal management practices.
In the present paradigm, with the increasing recognition of internal communication as a strategic element within organizations, it is essential to understand how current trends in this area can impact employee engagement. Internal communication, particularly in communication agencies, plays a crucial role in fostering a collaborative work environment, strategic alignment, and talent retention. To guide this investigation, the research question established was: “What are the main current trends in internal communication within communication agencies that can influence employee engagement?” To address this question, a mixed-methods approach was adopted. First, two exploratory interviews were conducted with employees from different communication agencies to deepen the qualitative analysis of internal dynamics and communication practices within their companies. Additionally, a questionnaire survey was administered to employees of communication agencies in Portugal to gather perceptions on current practices and the factors that promote or hinder their engagement. The results revealed that internal communication practices aligned with employees’ needs, such as the use of effective digital channels and the encouragement of feedback sharing, are perceived as crucial for increasing engagement. However, challenges such as information overload and a lack of message personalization were identified. This study also highlights the relevance of creating and implementing well-structured internal communication strategies as a differentiating factor in enhancing team engagement and productivity within communication agencies, emphasizing the importance of innovation and humanization in internal management practices.
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Keywords
Comunicação interna Agências de comunicação Cultura organizacional Motivação Internal communication Communication agencie Organizational culture Motivation
Pedagogical Context
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CC License
Without CC licence