Gestão integrada da comunicação na Escola de Saúde da Universidade Federal do Rio Grande do Norte

Abstract

This dissertation evaluates the organizational communication process of the Escola de Saúde da Universidade Federal do Rio Grande do Norte – ESUFRN from the perspective of Integrated Organizational Communication Theory and Social Network Analysis. It is an exploratory-descriptive study of a qualitative nature and that adopted the case study as a research strategy. For the situational analysis of communication in the ESUFRN, considering the specificities of public communication, a composite of organizational communication integrated in a public university is proposed as reference parameter. Adapted from the composite developed by Kunsch (2003), the proposed compound is formed by three dimensions: Institutional Communication, Internal Communication and Relational Communication. From these dimensions, a model for situational analysis of integrated communication in a public university is developed, which includes concepts, purposes, procedures and operational questions. The evaluation carried out took into account participant observation; the perception of the Servants of this School about the existing communication and its anxieties regarding the integrated communication. The application of the model counted on a documental research, interviews and mapping of the communication flows. The data collected were analyzed through descriptive analysis with functionalist bias, basic descriptive analysis and Social Network Analysis (ARS). From this effort, the factors that limit and potentiate an integrated organizational communication were identified, and recommendations were proposed for the adoption of this type of communication in ESUFRN. After applying the described procedures, it was possible to verify that the organizational communication developed at ESUFRN has the potential to become an integrated communication, since there are several actions taken by the management of the Academic Unit. Of particular note in this process are: the creation of the institutional communication management sector; the development of communication channels that allow transparency of information and listening to its audiences; and the creation of the Information and Communication Management Nucleus, with potential for the management of the internal administrative, academic and interpersonal communication processes. It was also found that, in the perception of the servers, in a broad way, the communication developed by the School has met the communication needs, and there can be significant improvements through the adoption of internal communication channels that improve the information flows, as well as spaces for discussion of matters of common interest of the technicaladministrative servers. The analysis of the communication also found that the expansion of the collaboration of the team of servers can raise, at the level of scientific journalism, the dissemination of the scientific production developed in the School. On the other hand, the channels of dialogue with the external public need new direct and mediated communication tools that allow the expansion of the relationship between the School of Health and society, providing an understanding of public opinion and increasing the visibility of the organization. Finally, it is necessary to systematize and incorporate the planning of the communicational actions developed to the strategic planning of the Escola de Saúde da UFRN.