Strategic communication planning and its requirements have evolved considerably over the past 20 years as a reflection of the needs of our changing world; people, technology and the requirement for military and civilian actors to work together. Nowhere has this change been more pronounced than with the development of international humanitarian intervention missions that necessarily involve military and international aid actors working in mutual dependence in areas of natural and man-made crises. Using the 2007-2011 period of the combined war and humanitarian intervention mission in Afghanistan, this study develops the requirements for a strategic communication plan for the humanitarian aspects of that mission with implications for practical reach to all long-term crises. It establishes the real from the ideal practices by the international community (military, humanitarian aid, international bodies) and, based on recommendations from the expert literature, presents a strategic communication planning format that guides both the practitioner and theoretician.

Trust is an intrinsic component of any loyal “consumer friendship” between customers and service providers, and is a by-product of shared understanding. Nowhere is the notion of trust more relevant than in technical service—such as professional legal practice, architecture, medical care and auto repair—where the primary commodities exchanged are specialized knowledge, equipment and skills. A common challenge in dialogue between expert providers and novice customers in this context is meaningful sharing of technical information. A successful exchange requires care in representation, language, attitude, delivery and timing. Furthermore, with communication breakdowns, trust falters, and business relationships run the risk of falling apart. Rather than relying on simple transactional exchanges of information in service, a customer’s journey could be enriched by framing service touchpoints as individual opportunities for learning. Learning activities occur in everyday life via interactions with society, artifacts or programs, and often involve the pursuit of knowledge or skills without the structure of a formal curriculum. This study explores how learning might function as a channel for strengthening multi-faceted trust relations in service through integration into programs and artifacts. In this project, an auto repair shop was investigated as a case study in technical service, given its long inglorious history of customer mistrust. Through exploration in the context of a local mechanic shop, prototypes for experiential and transformative service learning were implemented, tested, and re-shaped into a four-part framework designed to improve technical communications

Thesis (Ph. D.)--University of Hawaii at Manoa, 1990. / Includes bibliographical references (leaves 377-397). / Microfiche. / xiii, 397 leaves, bound ill. 29 cm

Project and Report (M.S.)--Virginia Polytechnic Institute and State University. M.S. 1992. / Abstract. Includes bibliographical references (leaves 62-63). Also available via the Internet.

Schyman’s legs in Let’s Dance as a communication strategy - a case study of “Feministiskt initiativ” in the election campaign 2010. (Schymans ben i Let’s Dance som kommunikationsstrategi, en fallstudie om Feministiskt initiativ i valkampanjen 2010). Author: Joanna Morell, Tutor: Ann-Marie Morhed 2009 was the first time where Swedish political parties were entitled to have TV- commercials, another sign of political communication taking one step closer to the strategic marketing communication. A type of communication that also is expensive. The Swedish political party Feministiskt initiativ (Fi) have existed since 2005 and is not yet a part of the Swedish parliament. They have not been entitled to the economic support that is given to Swedish parties with more than 2,5 percent of the votes in the last two elections. As a result Fi is completely dependent on economic contributions. Because of this it is crucial for them to get good value for the money they spend on communicating their brand. But how can then Fi, who have limited resources, make themselves heard? This question is what makes this study important. The purpose of this study was to investigate Fi and in which degree they made their brand visible to the public in the election campaign of 2010. I wanted to examine how efficiently they ran their election campaign, and by efficiently I mean to what degree the sender and receiver perception matched each other regarding the subjects: profile, communication and communication means. To examine if the sender and receivers perception matches each other; I’ve done a qualitative study, which includes a personal interview with the head of communication for Fi and four group interviews with people who voted for Fi, and people who didn’t. The result of these two will be reflected to theories that involve organizational identity and image, communication gaps and communication planning. The result of my study shows that Fi had small resources to communicate their profile through media. As a result Fi had limited access in media during the election campaign. The party used price efficiently strategies such as social media, network projects and the “brand Schyman” (living the brand). Because of the small resources communication gaps have evolved. Since Fi mainly use the strategy with the party as a network project there is a possibility that the wrong perception of their identity spread, which risks making existing communication gaps even bigger. This essay is 50 pages and is written in the autumn semester of 2010, for the course of Media and Communication Studies C. For the Division of Media and Communication, Department of Information Science, Uppsala University.

Orientador: José Henrique de Sousa Damiani / Dissertação (mestrado profissional) - Universidade Estadual de Campinas, Faculdade de Engenharia Mecânica / Made available in DSpace on 2018-08-18T21:06:13Z (GMT). No. of bitstreams: 1 Gonzales_KleberPereira_M.pdf: 1564155 bytes, checksum: aa3a706150f1c9afece462218fff9e9e (MD5) Previous issue date: 2011 / Resumo: Os projetos globais de desenvolvimento de produto, em específico, na indústria automobilística, caracterizam-se pela importância, cada vez maior, de novos lançamentos, embora grandes desenvolvimentos tenham ocorridos nos últimos anos quanto a métodos, técnicas, modelos e ferramentas relacionadas ao gerenciamento de projetos. Pesquisas recentes constatam que a comunicação pode ser responsável pelo fracasso de projetos e ocupa a primeira posição dos problemas mais citados, pelas empresas brasileiras, no que tange ao gerenciamento de projetos devido à falta de comunicação, ou à inadequação da mesma; e torna-se mais complexa no contexto de projetos globais, em que fatores como distância geográfica, diferenças de cultura, diferenças organizacionais e de procedimentos operacionais impactam diretamente na comunicação. Gerenciar a comunicação é um processo tão importante quanto qualquer outro nas empresas. Índices apontam que os gerentes gastam a maior parte do seu tempo com a comunicação, ou problemas decorrentes deste nos projetos. Sendo assim, o presente trabalho tem por objetivo elaborar um modelo de plano de gestão da comunicação em projetos globais, de modo a reduzir as dificuldades constadas na gestão de tais projetos. Para tanto, tem-se como base o planejamento da comunicação como fator estratégico para o sucesso no desenvolvimento de projetos globais, o estudo foi baseado em pesquisa, revisão bibliográfica e casos de projetos, desse modo, apontando. o planejamento da comunicação como uma competência estratégica para o sucesso no desenvolvimento de todas as atividades que permeiam o processo de gerenciamento de projetos, em particular, aqueles de natureza global / Abstract: Global projects for product development, specifically in the automotive industry, have important characteristics such as the increase of new releases. While many advancements have occurred in recent years with methods, techniques, frameworks, and tools related to project management, recent surveys find that communication is the lead driver responsible for project failure. Communication occupies the top ranking position for problems mentioned by Brazilian companies in regards to lack of communication, or its inadequacy, with project management. The following factors; geographic distance, cultural differences, differences in organizational and operational procedures, all have direct impact on communication and contribute to the complexity relative of global projects. Communication management is a process as important as any other in the business process. Indices indicate that managers spend most of their time with communication, or problems arise in these projects. This study aims to develop a model for communication management planning in global projects, in order to reduce the difficulties observed in the management of such projects. Equally communication planning has to be based on strategic factors for success in global management projects. The research studies based on literature review and project cases indicate that communication planning be a strategic competency for the successful development in all activities occurring within project management / Mestrado / Projetos / Mestre em Engenharia Automobilistica

O Licenciamento Ambiental no Estado de São Paulo, é uma exigencia legal para a implantação e instalação de qualquer empreendimento ou atividade potencialmente poluidora ou degradadora do meio ambiente. Para que os projetos se viabilizem, é necessário que o empreendedor desenvolva um Estudo de Impacto Ambiental e o Relatório de Impacto ao Meio Ambiente - EIA/RIMA, e o apresente à Companhia Ambiental do Estado de São Paulo - CETESB, agência vinculada à Secretaria do Meio Ambiente do Estado de São Paulo, para análise dos estudos ambientais, emissão dos pareceres técnicos e das licenças ambientais: licença prévia, licença de instalação e licença de operação. No contexto dos Estudos de Impacto Ambiental (EIA\'s), se inserem os planos ou programas de comunicação que os empreendedores devem desenvolver como forma de garantir a divulgação das informações, participação e debate do empreendimento com a sociedade, conforme previsto na legislação ambiental. O objetivo deste estudo está em compreender os conceitos que nortearam o planejamento da comunicação nos diferentes EIA\'s pesquisados, avaliar as estratégias e ações de comunicação previstas, o engajamento e participação da sociedade no processo de licenciamento ambiental. Metodologicamente trata-se de uma pesquisa de abordagem qualitativa, do tipo exploratório-descritiva, que se dá por meio de pesquisa bibliográfica e documental. O levantamento bibliográfico alicerçou a fundamentação teórica que buscou situar a comunicação, e sua função, como campo fundamental para garantir e engajar a sociedade na promoção da sustentabilidade de empreendimentos que impactam o meio ambiente. A pesquisa documental levantou e cadastrou os Estudos de Impacto Ambiental desenvolvidos em São Paulo entre os anos de 1987 a 2011, perfazendo um total de 25 anos desde a implantação do processo pelo governo estadual, e que possibilitou promover uma análise de conteúdo dos planos de comunicação. A análise de conteúdo nos mostra que não há um eixo norteador para a elaboração dos planos e que cada empreendedor faz a sua maneira, seja por equipe própria, ou pela equipe da assessoria responsável pela elaboração do EIA/RIMA, ou inda por assessoria de comunicação contratada. Do mesmo modo, foi possível perceber que não há clareza nos termos utilizados nos planos, pois cada um apresenta o que melhor lhe convém, desencadeando certa confusão com relação a objetivos, justificativa, estratégias, ações planejadas e resultados que diferem bem de um empreendedor para outro. Nesse sentido, esta tese finaliza com a elaboração de um plano que seja referência para orientar o planejamento da comunicação dos empreendimentos em fase de licenciamento ambiental no Estado de São Paulo. / Environmental Licensing in the State of São Paulo, is a legal requirement for the implementation and installation of any type of enterprise or activity that is potentially pollutant or detrimental to the environment. To make the projects viable, the entrepreneur will be required to develop a Study on the Environmental Impact and to submit a Report on the Environmental Impact - EIA/RIMA, to the Environmental Company for the Sate of São Paulo - CETESB, agency associated with the Environmental Secretary of the State of São Paulo, for analysis of the environmental studies, issue of technical statements and environmental licenses: provisional license, installation license and operating license. In the context of the Studies of Environmental Impact (EIA\'s), are included the communication plans or programs that those responsible are expected to develop as a way to ensure the notification of information, participation and debate of the enterprise with the society, as laid out in environmental legislation. The objective of this study is to understand the concepts that guide the planning of the communication in the different EIA\'s researched; to evaluate the expected strategies and communication action and the engagement and participation of the society in the process of environmental licensing. Methodologically this is a survey of the qualitative approach, of the exploratory-descriptive type, developed through bibliographic and documental research. The bibliographic study is grounded on the foundations that communication, in its function is duly placed as a fundamental basis to ensure and engage society in the promotion of the sustainability of enterprises that impact the environment. The documental research studied and registered the Studies of Environmental Impact developed in São Paulo in the years between 1987 and 2011, totaling 25 years since the instigation of the process by the state government, which allows for an analysis of the content in communication plans. The analysis of the content shows us that there is a guiding axis for the development of plans and each entrepreneur develops in their own way, whether through their own team, or through the advisory team responsible for the development of the EIA/RIMA, or even through outside communication offices. Regardless, it was possible to detect that there is no clarity in the terms used in the plans, since each one presents what is better suited, triggering certain confusion in relation to the objectives, justification, strategies, planned actions and results that are very distinct from one entrepreneur to the next. In this sense, this thesis finalizes the development of a plan as a reference to orientate the planning for communication of the enterprises in the environmental licensing phase in the State of São Paulo.

O planejamento da comunicação de marketing se desenvolve a partir de um processo de tomada de decisão envolvendo diferentes e inter-relacionadas etapas, as quais permitem às empresas determinar as principais diretrizes estratégicas e operacionais da atividade. O presente estudo tem por objetivos analisar o processo de planejamento da omunicação de marketing adotado pelas empresas e propor uma sistematização desse processo. O método geral de investigação foi baseado em duas etapas. A primeira consistiu na pesquisa bibliográfica sobre os conceitos, características e funções do planejamento, a definição e as etapas para o desenvolvimento do planejamento e do plano de marketing, os fundamentos e processo da comunicação, as funções da comunicação de marketing, os elementos de decisão que a compõem, além dos modelos de planejamento da comunicação de marketing. A segunda etapa envolveu uma pesquisa empírica que teve como técnica de coleta de dados a entrevista em profundidade realizada com profissionais da área de comunicação de dez empresas pertencentes ao ranking dos 300 maiores anunciantes do Brasil. Como técnica de análise dos dados optou-se pela análise de conteúdo. Os principais resultados apontaram que o processo de planejamento da comunicação de marketing adotado pelas empresas praticamente se resume no planejamento e execução das campanhas de propaganda. Constatou-se que algumas decisões do processo de planejamento da comunicação citadas na literatura não são consideradas e que a implementação das ações tem sido a maior preocupação por parte das empresas. Apresentou-se uma proposta para sistematizar o processo de planejamento da comunicação de marketing, considerada uma alternativa aos modelos estrangeiros destoantes da realidade brasileira e pouco adequados à dinâmica encontrado no planejamento e execução das atividades promocionais. / The planning of marketing communications evolves from a process of decision making involving different and interrelated steps, which allow companies to determine the strategic keys and operational activity. This study aims to analyze the process of planning marketing communication adopted by companies and to propose a systematization of this process. The general method of research was based on two stages. The first step consisted in researching concepts, features and functions of planning, definition and the steps for the development of planning and marketing plan, communication fundamentals and process, the roles and importance of marketing communication, the decision elements that comprise it, besides planning models of marketing communications. The second stage involved an empirical study that had as data collection technique in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed that the process of planning marketing communication adopted by companies practically consists in planning and execution of advertising campaigns. We found that some classic decisions of communication planning process cited in the literature are not considered and that the implementation of actions has been the biggest concern for companies. We presented a proposal for systematizing planning process of marketing communication, considered as an alternative to foreign models dissonant from Brazilian reality and ill adapted to the dynamics found in the planning and execution of promotional activities.

Thesis advisor: Yukiko A. Hatasa, Judith E. Liskin-Gasparro. Includes bibliographic references (p. 165-172).

O planejamento da comunicação de marketing se desenvolve a partir de um processo de tomada de decisão envolvendo diferentes e inter-relacionadas etapas, as quais permitem às empresas determinar as principais diretrizes estratégicas e operacionais da atividade. O presente estudo tem por objetivos analisar o processo de planejamento da omunicação de marketing adotado pelas empresas e propor uma sistematização desse processo. O método geral de investigação foi baseado em duas etapas. A primeira consistiu na pesquisa bibliográfica sobre os conceitos, características e funções do planejamento, a definição e as etapas para o desenvolvimento do planejamento e do plano de marketing, os fundamentos e processo da comunicação, as funções da comunicação de marketing, os elementos de decisão que a compõem, além dos modelos de planejamento da comunicação de marketing. A segunda etapa envolveu uma pesquisa empírica que teve como técnica de coleta de dados a entrevista em profundidade realizada com profissionais da área de comunicação de dez empresas pertencentes ao ranking dos 300 maiores anunciantes do Brasil. Como técnica de análise dos dados optou-se pela análise de conteúdo. Os principais resultados apontaram que o processo de planejamento da comunicação de marketing adotado pelas empresas praticamente se resume no planejamento e execução das campanhas de propaganda. Constatou-se que algumas decisões do processo de planejamento da comunicação citadas na literatura não são consideradas e que a implementação das ações tem sido a maior preocupação por parte das empresas. Apresentou-se uma proposta para sistematizar o processo de planejamento da comunicação de marketing, considerada uma alternativa aos modelos estrangeiros destoantes da realidade brasileira e pouco adequados à dinâmica encontrado no planejamento e execução das atividades promocionais. / The planning of marketing communications evolves from a process of decision making involving different and interrelated steps, which allow companies to determine the strategic keys and operational activity. This study aims to analyze the process of planning marketing communication adopted by companies and to propose a systematization of this process. The general method of research was based on two stages. The first step consisted in researching concepts, features and functions of planning, definition and the steps for the development of planning and marketing plan, communication fundamentals and process, the roles and importance of marketing communication, the decision elements that comprise it, besides planning models of marketing communications. The second stage involved an empirical study that had as data collection technique in-depth interviews conducted with communications professionals from ten companies belonging to the ranking of the 300 largest advertisers in Brazil. As data analysis technique, we have chosen content analysis. The main results showed that the process of planning marketing communication adopted by companies practically consists in planning and execution of advertising campaigns. We found that some classic decisions of communication planning process cited in the literature are not considered and that the implementation of actions has been the biggest concern for companies. We presented a proposal for systematizing planning process of marketing communication, considered as an alternative to foreign models dissonant from Brazilian reality and ill adapted to the dynamics found in the planning and execution of promotional activities.