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Abstract(s)
Vivemos atualmente numa sociedade globalizada, dominada pelas Tecnologias da
Informação e da Comunicação (TIC). Este facto tem tido impactos, muitas vezes
negativos, nas organizações, devido à enorme velocidade de circulação de informação não
filtrada e, por isso, frequentemente especulativa e sem fundamentação factual. É, por este
motivo, importante que as empresas comuniquem de forma consistente a sua cultura,
criando vínculos com os diversos segmentos de clientes e assegurando, desta forma, a sua
diferenciação e sobrevivência no presente contexto de elevada saturação dos mercados.
Urge, assim, que realizem um processo de autoanálise para identificarem e destacarem os
seus valores, elemento central da sua cultura organizacional. Estes valores servem de linha
orientadora das ações organizacionais e relevam sobremaneira por permitirem um
alinhamento da cultura dos colaboradores com a da organização, impulsionando a sua
motivação para o trabalho, e logo potenciando ao máximo o desempenho da organização.
No panorama mundial, tem-se constatado uma aposta crescente das organizações
na comunicação institucional estratégica e um progressivo afastamento do anterior
paradigma que privilegiava a comunicação de marketing. Em Portugal, no entanto, e
referindo-nos mais concretamente às Pequenas e Médias Empresas, reconhece-se que há
ainda um grande trabalho a fazer na área da Comunicação Empresarial, já que uma grande percentagem destas empresas não tem página institucional online e, das que a têm, poucas
são as que aí colocam, de forma explícita, os seus valores organizacionais. Verifica-se,
portanto, que existe um contraste marcante em relação à realidade internacional, onde já se
começa a considerar o valor de que se reveste a aposta em boa Comunicação
Organizacional.
We are presently living in a globalized society ruled by Technologies of Information and Communication (TIC). This fact has had impacts, often negative, on the organizations, due to the enormous velocity non filtered (and frequently speculative and lacking factual confirmation) information circulates. This is the reason why it is important that companies communicate their culture in a consistent manner, guarantying their differentiation and survival in the current context of such saturated markets. It is then urgent that they go through a process of self-analysis, in order to identify and highlight their values, central elements of the organizational culture. These values operate as a guideline to corporate actions and are most relevant for allowing the alignment of the workers’ culture with that of the organization, resulting in an increased motivation for work, and therefore potentiating the performance of the organization to the maximum level. In the current worldwide scenario, we have been witnessing the growing bet on strategic corporate communication by organizations and the progressive parting with the previously reigning paradigm that privileged marketing communication instead. In Portugal, however, and more accurately in Small and Medium Enterprises (PMEs), there is still a lot of work to be done in the area of Corporate Communication. In fact, a high rate of PMEs does not have an online website, and of those which do have one, only a small number uses it to expose corporate values. Thus, there is an incisive contrast in comparison to the international reality, where the value of Corporate Communication has already been recognized.
We are presently living in a globalized society ruled by Technologies of Information and Communication (TIC). This fact has had impacts, often negative, on the organizations, due to the enormous velocity non filtered (and frequently speculative and lacking factual confirmation) information circulates. This is the reason why it is important that companies communicate their culture in a consistent manner, guarantying their differentiation and survival in the current context of such saturated markets. It is then urgent that they go through a process of self-analysis, in order to identify and highlight their values, central elements of the organizational culture. These values operate as a guideline to corporate actions and are most relevant for allowing the alignment of the workers’ culture with that of the organization, resulting in an increased motivation for work, and therefore potentiating the performance of the organization to the maximum level. In the current worldwide scenario, we have been witnessing the growing bet on strategic corporate communication by organizations and the progressive parting with the previously reigning paradigm that privileged marketing communication instead. In Portugal, however, and more accurately in Small and Medium Enterprises (PMEs), there is still a lot of work to be done in the area of Corporate Communication. In fact, a high rate of PMEs does not have an online website, and of those which do have one, only a small number uses it to expose corporate values. Thus, there is an incisive contrast in comparison to the international reality, where the value of Corporate Communication has already been recognized.
Description
Keywords
Organizações Comunicação Intercultural PME Cultura organizacional Comunicação organizacional Valores Organizations Intercultural communication Small and medium enterprises Corporate culture Corporate communication Values
Pedagogical Context
Citation
Publisher
Instituto Politécnico do Porto, Instituto Superior de Contabilidade e Administração do Porto, Edição própria