Jornada da transformação: o papel da comunicação nos processos de mudança organizacional

Abstract

The current economic, social and technological context requires constant innovation from organizations. To survive in the market that is increasingly complex and dynamic, it is necessary to adapt and understand that the process of change is sometimes necessary. The present study was developed in order to analyze the role of communication in the process of cultural transformation. The methodology included, in addition to the literature review, the use of interviews, conducted with professionals in the area who participated in some stage of the organizational transformation process. According to the crossing of data, it was evident that communication is a fundamental strategic element in the process, and can contribute from the beginning to the support of the change. It is an area that can add a lot, so it must be integrated into all the steps provided for the proposed phases. Likewise, it was evidenced that other elements are also essential for the transformation to happen, they are: strategic planning, communication, leadership and people. The study shows that communication must be integrated with these elements, with the potential to ensure better results. [resumo fornecido pelo autor]