Made available in DSpace on 2016-08-03T12:29:52Z (GMT). No. of bitstreams: 1 Janecir Flores.pdf: 1716841 bytes, checksum: 875de6c80df1cda95a2cfdddb0b7ea4c (MD5) Previous issue date: 2013-08-26 / The research presented here discusses the communication processes and management activities in the development of Public Communication. Especially those who are able to achieve a high level of quality for the sake of efficiency in the provision of services to the citizen-consumer. Moving between corporate communication and marketing, in reference to the research line of the same name in the Graduate Program of Social Communication of the University, the work in question covers topics such as the study of best practices and interesting aspects about processes, policies, strategies and actions in the management skills of communication in organizations. For this, in terms of methodology, are used bibliographic and documentary elements, and open interviews with managers in the industry that make examples of organizational communication in two institutions. These procedures checked during research in the communication process of the organizations studied correlate to a historical contextualization of concepts, theories and methods geared to the reality of contemporary society. Analysis justified in spite approach on principles that can be viewed in the praxis of communication, such as sustainability, transparency, corporate governance and management of communication in an environment tecnossocial symbolic production of content (information, products, services, brands, images etc.). The analysis of this dynamic as a whole aims to address also the social implications of the planning process for communication and the communicative act itself, which makes us realize how public organizations observe the relationship [speech versus practice] with their clients in access to information, products or services. / A pesquisa ora apresentada discute os processos comunicacionais e de gestão no desenvolvimento de atividades de Comunicação Pública. Sobretudo aqueles que sejam capazes de alcançar um elevado nível de qualidade em prol da eficácia na prestação de serviços ao cidadão-consumidor. Transitando entre a comunicação institucional e a mercadológica, em referência à linha de pesquisa de mesmo nome constante do Programa de Pós-graduação de Comunicação Social da Universidade, o trabalho em questão aborda tópicos como o estudo de boas práticas e aspectos interessantes sobre processos, políticas, estratégias e ações na gestão de competências da comunicação nas organizações. Para isso, em termos de metodologia, são utilizados elementos bibliográficos e documentais, além de entrevistas abertas com os gestores do setor que conformam exemplos de comunicação organizacional em duas instituições. Esses procedimentos verificados durante a pesquisa no processo comunicacional das organizações estudadas se correlacionam a uma contextualização histórica de conceitos, teorias e métodos voltados à realidade da sociedade contemporânea. Análise justificada em que pese uma abordagem a respeito de princípios que possam ser visualizados na práxis comunicacional, como sustentabilidade, transparência, governança corporativa e gestão da comunicação em uma ambiência tecnossocial de produção simbólica de conteúdos (informações, produtos, serviços, marcas, imagem etc.). A análise dessa dinâmica como um todo objetiva abordar, ainda, as implicações sociais do processo de planejamento em Comunicação e do ato comunicativo em si, que nos faz perceber de que forma as organizações públicas observam a relação (discurso versus prática) com seus clientes no acesso a informações, produtos ou serviços.

Made available in DSpace on 2016-08-03T12:30:40Z (GMT). No. of bitstreams: 1 Nilton1.pdf: 309498 bytes, checksum: 6ff7b61112c990518cb71495d6dd4fb6 (MD5) Previous issue date: 2008-02-27 / The purpose of this study is showing that clear semantics and user-friendly navigability on IR websites are essential to communicate with single investors as well as their understanding of the Good Corporate Governance Practices adopted by firms that joined Bovespa s Novo Mercado. This work is divided into four stages. The first chapter explains what Corporate Governance is and how this concept was implemented in Brazil, introduces the stock market, Bovespa s Novo Mercado (New Market) and discusses subjects related to the financial sector. Next, it focuses on the evolution of corporate communications and how the organizations had to adapt their corporate culture and communications channels due to the ongoing and non-stop series of transactions (mergers & acquisitions and incorporations) that has been happening in Brazil since 1994, after Plano Real. This process enabled a geopolitical, cultural, economical and social alteration within corporations. Still in this chapter, the study shows the communications channels characteristics used by corporations in order to interact with their key public. Also, it displays how the internet and all digital media have integrated in this corporate process, the relationship with the investors, IR websites of the New Market firms and individual investor s profile. At last, the study shows the evaluation of IR websites, adopted criteria in order to examining homepage and further pages construction. At this point, the goal was to evaluate clear semantics, that is, the way the information is delivered to individual investors, the accessibility of this communication channel such as the number o clicks needed to obtain access to any piece of information and if the websites have specific areas for this public. Finally, the results are presented, as well as an analysis of corporate communication before and after joining Bovespa s New Market and the final conclusions.(AU) / O estudo pretende mostrar que a clareza semântica e a fácil navegabilidade nos sites de Relações com Investidores são essenciais para a comunicação com os investidores individuais bem como para a sua compreensão das Boas Práticas da Governança Corporativa adotadas pelas empresas que aderiram ao Novo Mercado da Bovespa. O trabalho está dividido em quatro etapas. O primeiro capítulo explica o que é Governança Corporativa, como esse conceito foi implementado no Brasil, apresenta o mercado de ações, o Novo Mercado e aborda os temas relacionados ao setor financeiro. Em seguida, aborda a evolução da comunicação empresarial e como as organizações tiveram que adaptar a sua cultura organizacional e os canais de comunicação devido à constante e ininterrupta série de transações (aquisições, fusões e incorporações) que acontecem no Brasil desde 1994, com o início do Plano Real. Esse processo proporcionou uma alteração geopolítica, cultural, econômica e social nas corporações. Ainda nesse capítulo o estudo apresenta as características dos canais que as organizações utilizam para se comunicar com os públicos de referência. Mostra também como a internet e as demais mídias digitais se integraram nesse processo corporativo, a relação com os investidores, os sites de RI das empresas do Novo Mercado e o perfil do investidor individual. Por último, o estudo apresenta a avaliação dos sites de RI, os critérios adotados para analisar a construção das homepages e demais páginas. Nesse ponto, o objetivo foi avaliar a clareza semântica, ou seja, a maneira como as informações são transmitidas para os investidores individuais, a acessibilidade desse canal de comunicação como a quantidade de cliques necessária para ter acesso a qualquer informação e se os sites possuem espaços específicos para esse público. Finalmente, são apresentados os resultados e uma análise da comunicação empresarial dessas empresas antes e depois da entrada das mesmas no Novo Mercado da Bovespa e as considerações finais.(AU)

Made available in DSpace on 2016-08-03T12:31:01Z (GMT). No. of bitstreams: 1 Roberto Araujo Silva.pdf: 253028 bytes, checksum: 329ad66f9713ccb0e84178d192f45c71 (MD5) Previous issue date: 2009-04-29 / Corporate relationships comprehension as a basis for a segmentation approach of corporate communications public is this study theme. Based on a theory reflexion and an analysis of market best practices, the research defined parameters to contribute and improve the concepts of organizations stakeholders, in a sense of information demands improvement. The studies researched and the evaluation survey results obtained from companies with tradition in communication areas presented that are still important gaps to be filled. One of them is, for instance, is the development of tools or systems that can measure with precision expectations from several different publics for corporate communication. Another issue is the lack of regular communication channels with pre defined groups, mainly in the external environment. In these and other opportunities identified, the analysis indicates as a best practice the adoption of a knowledge management system to each public group as an essential element to efficiency in the communication process.(AU) / A dissertação tem como base a importância do entendimento a respeito dos relacionamentos organizacionais para uma abordagem segmentada dos públicos na comunicação empresarial. A partir de uma reflexão teórica sobre o assunto e da observação de práticas atuais de mercado, foram estabelecidos parâmetros que contribuem para uma conceituação mais precisa dos interlocutores das corporações, no sentido de prover suas demandas informacionais. Tanto na análise das obras consultadas quanto na avaliação dos resultados da pesquisa com empresas de tradição na área de comunicação, demonstrou-se que há lacunas importantes a serem preenchidas. Entes elas, a inexistência de mecanismos que possam aferir com maior precisão as expectativas dos vários segmentos de público em relação à comunicação das empresas, em uma via de mão-dupla, bem como a falta de canais de comunicação regulares com determinados grupos, notadamente no âmbito externo. As análises apontam para a adoção de um sistema de gestão do conhecimento focado nos públicos como elemento fundamental para a eficácia dos processos comunicacionais.(AU)

The growing interest in relation to a responsible online communication, by companies indicates how this aspect has become a necessity in order to remain competitive and at the same time, ethical with actions which they undertake. The web world is evolving and the use of Internet as a fast and economic communication medium has led companies to use it with increasing frequency. Inserted in this context, this study aims to understand how businesses interact with their publics, using online social networking to publicize their environmental responsibility strategies and effectively can provide a greater awareness of the society on these issues, enhancing the positive image of the organization, promoting its competitive edge.The qualitative study was based on several sources of evidence: (i) the Ethos Institute, which were extracted the companies object of this study, (ii) online social networking, specifically the Facebook, from where the content of the posts was analyzed in companie‟s fun pages, (iii) structured interviews with managers responsible for generating the content of of the companie‟s fun pages. The results of this study indicate that the analyzed companies are familiar with the conceptual principles of CSR, although this is still a concept under construction. Furthermore, it was found that the concern for Environmental Responsibility, although recent, has already taken a proportion that exceeds the legal requirements, but this concern does not necessarily translate into actions or projects related to the theme. The three companies consider Facebook an important channel of communication due to its interactive and comprehensive nature, but only two of them disclose their projects, actions and practices of CSR in fun pages. It was evident, too, that most of the posts refer to social issues, in detriment of the environment issues. Overall, the results suggest that companies consider important to adopt CSR practices in their businesses and, equally, share them, whether on websites, social networks or even other media; What is not clear is whether they have the understanding of how to turn sustainability challenges into strategic opportunities. It is hoped that this work may have contributed in some way to a better understanding of the concepts and the association between environmental responsibility, organizational communication and use of online social networking as a tool for this communication. / O crescente interesse em relação a uma comunicação online responsável, por parte das empresas indica o quanto esse aspecto tornou-se uma necessidade, a fim de se manterem competitivas e, ao mesmo tempo, éticas com as ações com as quais se comprometem. O mundo web vem evoluindo e o uso da Internet como um meio de comunicação rápido e econômico tem levado as empresas a utilizá-lo cada vez com mais frequência. Inserido nesse contexto, este estudo tem por objetivo entender como as empresas interagem com seus públicos, utilizando-se das redes sociais online para divulgar suas estratégias de responsabilidade socioambiental e se, efetivamente, podem proporcionar uma maior conscientização da sociedade sob esses aspectos, potencializando a imagem positiva das organizações, promovendo o seu diferencial competitivo. O estudo de natureza qualitativa baseou-se em diversas fontes de evidência: (i) Instituto Ethos, do qual foram extraídas as empresas objeto deste estudo; (ii) rede social online, mais especificamente o Facebook, cujo conteúdo dos posts foi analisado nas fun pages das empresas; (iii) entrevistas semiestruturadas com os gestores responsáveis pela geração dos conteúdos das fun pages das empresas pesquisadas. Os resultados deste estudo permitem concluir que as empresas analisadas estão familiarizadas com os princípios conceituais da RSE, embora esse seja ainda um conceito em construção. Além disso, verificou-se que, a preocupação com a Responsabilidade Socioambiental, embora recente, já tomou uma proporção que extrapola as exigências legais, porém essa preocupação não se traduz necessariamente em ações ou projetos relacionados ao tema. As três empresas consideram o Facebook um importante canal de comunicação, devido a sua natureza interativa e abrangente, mas apenas duas delas divulgam seus projetos, ações e práticas de RSE nas fun pages. Evidenciou-se, também, que a maior parte das mensagens se referem as questões sociais, em detrimento das ambientais. No geral, os resultados sugerem que as empresas consideram importante a adoção de práticas de RSE em seus negócios e, igualmente, compartilhá-las, seja em sites, redes sociais ou mesmo em outros meios de comunicação, o que não está claro é se elas têm a compreensão de como transformar os desafios da sustentabilidade em oportunidades estratégicas. Espera-se que este trabalho possa ter contribuído de alguma forma para uma melhor compreensão dos conceitos e da associação entre a responsabilidade ambiental, comunicação organizacional e uso de redes sociais online como uma ferramenta para esta comunicação.

Shareholder activism has exploded in popularity since the turn of the century, due in large part to impressive relative returns generated by its major participants. The result has thus been a surge in assets invested in the category, to in excess of $170 billion today up from less than $3 billion in 2000 (Inglis 2015; Romito 2015). This influx of capital, in absolute dollars and pace of growth, has caused many to wonder whether activists truly create shareholder value and, if so, if the value generated is sustainable. Numerous studies of activist interventions prior to 2009 reveal significant stock price gains around the time of activist arrival and positive longer term buy-and-hold abnormal returns as well. The question remains, however, whether those trends have continued as volume of transactions and number of activists have increased post the recent global financial crisis. In this report, we perform an empirical analysis focused on a hand-collected dataset of 1,088 activist interventions from 1995-present. This dataset includes all 13D filings, as well as Under the Threshold activist campaigns. First, we analyze stock price returns for this group over short- and long-term periods and find that activists continue to unlock shareholder value in recent deals comparable to that of earlier ones. We then perform a proprietary regression to identify which factors drive the most successful returns. Such insights should prove informative for investors employing an activist strategy and companies looking to manage areas of vulnerability.

Research on social networks has established that those who bridge the gaps between dense social groups (i.e. structural holes) are granted a “vision advantage” compared to those who are embedded in dense groups. A common explanation for the advantage is that bridging a structural hole provides the broker with access to diverse information. What is less clear is how this process performs when the organizational context is turbulent. I propose that in a turbulent organizational context, when the organization is experiencing dramatic changes, employees benefit less from building a repertoire of diverse information and instead benefit more from adopting socially distant information. Information discussed by members of the organization which are several steps away from an employee would be more valuable in a turbulent context. Socially distant information would be more rare as people become rigid in response to threat, and it would be more relevant as local information becomes obsolete. To explore this idea, I study the case of two large organizations undergoing a merger integration. The members of the higher-status, acquiring organization experience relative stability compared to members of the target firm, who experience a great deal more uncertainty. The higher-status firm dominated the merger, the top management of the target firm was replaced, supervisory structures are changed, employees are forced to develop new routines, learn new technologies, and had to uproot their social support networks and move across the country. This case provides an opportunity to examine how two information flow mechanisms, which mediate the relationship between broker positions and individual career benefits, are altered in the presence of organizational turbulence. I measure information variance and the adoption of socially distant information of 612 organizational members by fitting a topic model on a dataset of email content covering a 14-month period immediately following the merger of two large consumer product firms. I test my hypotheses using a latent difference score model to test the impacts of increases in information variance, constraint, and adoption of socially distant information on increases in employee salary. I find that organizational turbulence alters the ways in which information flows provides benefits. Within turbulent contexts the pathways between access to diverse information and improved career outcomes are destroyed. Instead adopting socially distant information and information associated with power and status provides more benefits to the individual than incrementally improving a repertoire of diverse information. This study contributes to research on M&As, organizational change, and social network theory by expanding our understanding of the impact of organizational turbulence on the information mechanisms driving advantage in open networks.

This study examines the triple bottom line of sustainability, in the context of both profit-oriented and non-profit oriented organizations. Sustainability is a compound result of interaction between economic, environmental, and social dimensions. Sustainability cannot be achieved without balance between all three dimensions, which has implications for measuring sustainability and prioritizing goals. This study demonstrates a method for measuring organizational sustainability achievement in these three dimensions of sustainability. Content analysis of the annual reports of corporations from the United States, Continental Europe (and Scandinavia), and Asia reveals that the economic dimension remains the preeminent aspect, and corporations still have a long way to go to reach comprehensive sustainability by maintaining a balance between the three dimensions of sustainability. The analysis also shows a high level of isomorphism in the sustainability practices of corporations, suggesting that even the most sustainable corporations are taking a somewhat passive role in prioritizing sustainability goals. A list of 25 terms for each dimension of sustainability (economic, environmental, and social) has been developed which can be used by corporations to develop and communicate their sustainability practices most effectively to the maximum number of their stakeholders. In contrast, botanical gardens demonstrate more balance among the three dimensions of sustainability.

Purpose – Corporate communications is often less successful when it is competing for influence with neighboring functions such as marketing or sales within organizations. This article addresses the internal positioning of communication departments by developing a conceptual framework which helps to understand, analyze and optimize their standing in organizations. Design/methodology/approach – The research is based on a literature review across several disciplines (e.g., organizational communication, strategic management) and supported by 26 qualitative in-depth interviews with board members, executives, and communicators in a global industry company. By combining the theoretical and empirical insights, a framework for positioning communication departments within organizations was developed. Findings – The framework depicts seven strategies (e.g., expectation and impression management, supporting ambassadors from other departments) and three spheres of influence (organizational integration, internal perceptions, and social capital) to strengthen the position of corporate communications. Research limitations/implications – The conceptual framework has been supported by one case study so far, and future research may further develop and verify it by applying it to a larger number of companies in different industries. Practical implications – Practitioners can use the framework as an analytical tool to reflect the current situation in their organization and identify opportunities for strengthening it. Originality/value – This article introduces a novel view in the academic debate about the role and influence of corporate communications. It establishes a framework that helps to identify different drivers and strategies, and lays ground for future research.

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This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global market can reveal how organizations can design and implement effective public relations practices across borders regardless of the existing cultural differences, which pose as a challenge.