A comunicação institucional na Universidade Federal do Rio Grande do Norte: uma proposta de integração

Abstract

This study aims to understand how has occurred Institutional Communications in the Universidade Federal do Rio Grande do Norte. This is an event study in an exploratory feature way, involving bibliographical research, and survey information from the study subjects. The research instrument, semi-structured interview itinerary was used, and the data collected in the field research were processed, and coded to perform a comparative thematic analysis. Managers were heard from the Escola Agricola de Jundiaí, Faculdade de Cadencies do Trairi, Centro de Ensino Superior do Seridó (CERES) in Currais Novos and from the CERES in Caicó and radio and TV medium professionals in the cities of Santa Cruz, Currals Novos and Caicó. In the Campus Central of the UFRN were interviewed managers and professionals of the Superintendence of Communication, and a survey of the press office. To improve the comprehension of the communication within organizations, we search theoretical support in studies of Torquato who presents the communication as a way of social integration, John Curvello understands Organizational Communication as a complex context, Oliveira, introduces the perspective of Organizational Communication as a field of study of interfaces in many areas of knowledge. Duarte and Chaparro discuss the relationship between Business Journalism, Public Relations and Press Office. The set of information provided in this paper presents a diagnosis of how has been the Institutional Communications in the UFRN. And as prognosis, we present the proposal for a Communication Plan focusing mainly on the implementation of a Institutional Communications Integrated Network. We bear the absence of an institutional communication plan the University and the consequent lack of integration in mind, despite there is no effective action to integrate the various UFRN campi. This Plan was developed after analysis of all information collected and analyzed during the research.