O impacto da comunicação institucional: uma análise propositiva da comunicação digital do Campus Virtual de Saúde Pública da OPAS

Abstract

This study aims to examine the importance of institutional communication in the field of public health, from the approach of the Virtual Public Health Campus of the Pan American Health Organization (PAHO). Initially, this work presents the theoretical foundations of public and institutional communication and highlights its relevance for the dissemination of information and the construction of knowledge. The text explores the role of the Virtual Campus as an essential health education tool, highlighting its structure and the use of social networks to promote institutional communication. Furthermore, this work aims to discuss the different challenges and strategies to legitimize communication in media organizations, with emphasis on media visibility and the operating logic of the PAHO Virtual Campus. In order to deduce the results, a methodological approach has been used that involves a case study and analysis of the impact of institutional communication, identifying difficulties and proposing solutions to optimize its effectiveness. Finally, the final conclusions have been presented, highlighting the importance of institutional communication in the promotion of public health and suggesting directions for future lines of research. The study is based on an exhaustive bibliographic review with studies on mediatization (Almeida, 2021; Alencar and Hjarvad, 2022; Véron, 2004; Sodré, 2012; 2022) and Health Communication (Soares, 2020), Organizational Communication (Matos, 2010; Kunsch1997), as well as relevant annexes to complement the execution of the analysis.