Integrated Organizational Communication Planning A Case Study in a University Hospital in Brazil

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Published: 2023-05-12
DOI: https://doi.org/10.26807/rp.v27i116.2015
Keywords:
integrated organizational communication, planning, hospital management, communication strategy

Main Article Content

Joatã Mathias Atanázio Júnior
Federal University of Sergipe
Márcio Nannini da Silva Florêncio
Instituto Federal do Piauí
Carina Angélica dos Santos
Federal University of Sergipe

Abstract

Established as one of the main tasks within the management process, planning enables organizations to achieve their strategic objectives more effectively. In this sense, this article aims to analyze the planning aspects of the integrated organizational communication of a university hospital located in the Northeast region of Brazil, currently managed by a public company under private law. For this, an analysis of two institutional documents was carried out: (a) the institution's strategic master plan; and, (b) the institutional communication policy of the hospital. This research is configured as a case study, in the precepts outlined by Yin (2015). In this framework, semi-structured interviews were carried out with employees (journalist, public relations and advertising intern) of the Social Communication Unit of the referred hospital. With the data obtained, the basic qualitative analysis conceived by Merriam (1998) was applied. Thus, it was noticed that organizational communication planning is conceived in an incipient way and disregards the Publicity and Propaganda segment, which disfigures the integrated organizational communication concept suggested by Kunsch (2014).

Article Details

Issue

Vol. 27 No. 116 (2023): Cultural constructions in Latin America: communication, education and aesthetics in the 21st century

Section

Varia
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Author Biographies

Joatã Mathias Atanázio Júnior, Federal University of Sergipe

Master in Public Administration from Profiap at the Federal University of Sergipe (2018), with an emphasis on Public Policies and Organizations and Bachelor in Public Administration from UFS (2021). Specialist in Digital Media from the Faculty of Administration and Business of Sergipe (2008). He also holds a degree in Social Communication with specialization in Journalism from the Federal University of Sergipe (2006). He is currently Assistant in Administration at the Federal University of Sergipe, working in the development of academic and institutional projects and in the organization of events for the body. He acts as a reviewer of academic and scientific texts. He was a professor of English for courses at the Federal University of Sergipe. He has a complete course in foreign languages: English and Spanish. Areas of interest: Public Management, Public Policies, Governmental Organizations, Organizational Communication.

Carina Angélica dos Santos, Federal University of Sergipe

Doctor and Master in Development and Environment; Specialist in Municipal Public Management; Training in Distance Education and Information Technology, Communication and Regional Development, Teaching in Professional and Technological Education. She holds a degree in Business Administration from the Federal University of Sergipe (1997) and a Degree in Pedagogy (2019). She is currently a tutor in the Public Administration course at the Federal University of Sergipe in the Supervised Internship (TCC) discipline. She worked at Faculdade Sergipana for 15 years, as a professor and coordinator of the Administration course (9 years). She works on the following topics: General Management, Strategic Management, Customer Relationship, Marketing, Quality, Consumer Behavior, Supply Management and Course Completion Work. She was a substitute professor at UFS (2016-2018) teaching the disciplines of Introduction to Administration, Ethics and Social Responsibility, Sociology and Organization, Methods and Administrative Systems.

How to Cite

Integrated Organizational Communication Planning: A Case Study in a University Hospital in Brazil. (2023). Razón Y Palabra, 27(116), 228-243. https://doi.org/10.26807/rp.v27i116.2015

References

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