Título:	Comunicação organizacional integrada na Universidade de Brasília : um estudo de caso
Outros títulos:	Integrated organizational communication at the University of Brasilia : a case study
Autor(es):	Oliveira, Ricardo Borges
Orientador(es):	Ávila, Mário Lúcio de
Assunto:	Comunicação nas organizações Gestão pública Planejamento Universidade de Brasília
Data de publicação:	2-Fev-2016
Data de defesa:	7-Dez-2015
Referência:	OLIVEIRA, Ricardo Borges. Comunicação organizacional integrada na Universidade de Brasília: um estudo de caso. 2015. xv,183 f. , il. Dissertação (Mestrado Profissional em Gestão Pública)–Universidade de Brasília, Brasília, 2015.
Abstract:	In the ever-changing current environment the organizations have realized the importance of the communication process in reaching their mission and goals. Within the scope of the public Higher Education Institutions (IES) communication plays a major role in divulging their purpose in regards to education, research and extension, as well as in the opening of new channels of dialogue and democracy. Born under the banner of innovation and autonomy the University of Brasilia (UnB) has always aimed at influencing and improving its surrounding reality, in accordance with the terms of its creation. However, it faces challenges in keeping a better dialogue with its internal public as well as with society at large. To a great extent that is due to the lack of a policy of strategic communication, which would enable the integration of its channels of communication: the Social Communication Secretariat, the University Radio (Rádio UnB) and the UnBTV. Currently these sectors work in an isolated form, without coordination and with great structural problems. Both the weaknesses in the internal and external communication and the need for integration have been diagnosed in the 2014-2017 Institutional Development Plan (PDI/UnB). For that reason the Vice-Rectory established a commission to elaborate a communication policy for the University. The main theoretical framework is the model of integrated organizational communication proposed by Margarida Kunsch. The case study sought to analyze the possibilities for integrating the communication sectors at UnB, in the context of the VRT Resolution 04\2013. In order to accomplish that goal individual semi-structured interviews were conducted with managers, employees and trainees, between May and August 2015. The techniques were based on the approach of content analysis, participant observation and documentary analysis. Five categories were analyzed, emerged from the research objectives: Sectors of Communication at UnB, Communication Planning at UnB, Integrated Organizational Communication, Integrated Communication in others IES and Superintendence of Communication at UnB. The collected data led to the conclusion that the creation of an organism such as a Superintendence of Communication, modeled after the one adopted by others Brazilian public Higher Education Institutions could optimize the management of communication at UnB. Meanwhile, success essentially depends on the political will of the University summit level as well as on a greater debate within the scope of the communications area itself.
Unidade Acadêmica:	Faculdade UnB Planaltina (FUP)
Informações adicionais:	Dissertação (mestrado)–Universidade de Brasília, Universidade UnB de Planaltina, Programa de Pós-Graduação em Gestão Pública, 2015.
Programa de pós-graduação:	Programa de Pós-Graduação em Gestão Pública, Mestrado Profissional
Licença:	A concessão da licença deste item refere-se ao termo de autorização impresso assinado pelo autor com as seguintes condições: Na qualidade de titular dos direitos de autor da publicação, autorizo a Universidade de Brasília e o IBICT a disponibilizar por meio dos sites www.bce.unb.br, www.ibict.br, http://hercules.vtls.com/cgi-bin/ndltd/chameleon?lng=pt&skin=ndltd sem ressarcimento dos direitos autorais, de acordo com a Lei nº 9610/98, o texto integral da obra disponibilizada, conforme permissões assinaladas, para fins de leitura, impressão e/ou download, a título de divulgação da produção científica brasileira, a partir desta data.
DOI:	http://dx.doi.org/10.26512/2015.12.D.19418
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