Comunicação inteligente: um estudo de caso do planejamento estratégico de comunicação do Museu Câmara Cascudo

Abstract

The Câmara Cascudo Museum is the largest institution of its kind in the state of Rio Grande do Norte and, in order to consolidate the institutional image and improve the dissemination of what is produced within the Museum to the community, the institution's Communication team prepared a Organizational Communication Strategy and a Communication Plan. The objective of this work is to study the form of elaboration of the plans, as well as to check the relationship between theory and practice from the directions of Kunsch (2003). The concepts used address topics such as communication advice, organizational communication, case stu-dy and strategic planning. We analyzed the data collected from forms that diagnosed the Museum's strengths and weaknesses in order to analyze whether the actions proposed by the plans will be effective in solving communication problems. The results and analyzes from the communication plan proposal deliver a positive perspective from the approval and im-plementation of the Communication Plan.