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Advisor(s)
Abstract(s)
Qualquer organização ou empresa, em última instância, tem em vista o sucesso,
independentemente da sua área de atuação. Cada vez mais, a Comunicação Interna (CI) é
vista como uma estratégia de gestão, contribuindo para manter os colaboradores alinhados
com os objetivos da organização a fim de marcar a diferença num mercado global e
competitivo. O compromisso dos colaboradores e a cultura organizacional são dois dos
conceitos que podem contribuir para atingir o sucesso que as empresas ambicionam.
Para além de abordar a importância da CI nas organizações, este estudo pretende dar
visibilidade sobre os diversos meios utilizados para disseminar informações internamente,
tendo como principal foco e, simultaneamente, como objeto de estudo, a Central+ TV,
televisão corporativa da Sociedade Central de Cervejas e Bebidas, S.A.. Finalmente,
pretende demonstrar-se de que forma é que a Central+ TV coopera no reforço do
compromisso e da cultura organizacionais da empresa.
Os principais resultados do estudo de caso vieram confirmar as hipóteses formuladas nesta
investigação. Por um lado, constatou-se que a Comunicação Interna é vista e tida pelos
colaboradores como uma área importante para a organização; por outro, depreende-se que
através dos meios de Comunicação Interna, especificamente da televisão corporativa e dos
seus conteúdos é possível contribuir para o compromisso e reforço da cultura, corroborando
assim os objetivos propostos neste relatório de estágio.
Any organization or company, regardless of their area of expertise, ultimately aims to success. Internal Communication (IC) is seen as a management strategy, contributing to keep employees aligned with the organization's objectives in order to make a difference in a global and competitive market. The commitment of employees and the organizational culture are two concepts that can contribute to achieving the success that companies pursue. This study aims to provide visibility into the various channels used to disseminate information internally, in addition to addressing the importance of Internal Communication in organizations, with the main focus and simultaneously the object of study, Central+ TV, Sociedade Central de Cervejas e Bebidas, S.A.’s corporate TV. Finally, this study aims to demonstrate in which way the Central+ TV cooperate in strengthening the commitment and organizational culture of the company. The main results of this case study confirmed the hypotheses formulated in this investigation. On one hand, it was verified that Internal Communication is seen and held by employees as an important area for the organization; on the other hand, it is possible to contribute to the commitment and reinforcement of organizational culture through the Internal Communication channels, specifically through corporate television and its contents, thus corroborating the proposed objectives in this study.
Any organization or company, regardless of their area of expertise, ultimately aims to success. Internal Communication (IC) is seen as a management strategy, contributing to keep employees aligned with the organization's objectives in order to make a difference in a global and competitive market. The commitment of employees and the organizational culture are two concepts that can contribute to achieving the success that companies pursue. This study aims to provide visibility into the various channels used to disseminate information internally, in addition to addressing the importance of Internal Communication in organizations, with the main focus and simultaneously the object of study, Central+ TV, Sociedade Central de Cervejas e Bebidas, S.A.’s corporate TV. Finally, this study aims to demonstrate in which way the Central+ TV cooperate in strengthening the commitment and organizational culture of the company. The main results of this case study confirmed the hypotheses formulated in this investigation. On one hand, it was verified that Internal Communication is seen and held by employees as an important area for the organization; on the other hand, it is possible to contribute to the commitment and reinforcement of organizational culture through the Internal Communication channels, specifically through corporate television and its contents, thus corroborating the proposed objectives in this study.
Description
Keywords
Comunicação interna Televisão corporativa Compromisso organizacional Cultura organizacional Internal communication Corporate TV Organizational commitment Organizational culture