Comunicação estratégica : uma proposta de ferramenta para o fortalecimento da coesão

Abstract

Strategic Communication is a fundamental process involving the management and planning of an organization's communicative interactions, directing messages coherently and aligning them with institutional objectives. This type of communication goes beyond mere information transmission, aiming to integrate various organizational sectors to create synergy between communicative practices and organizational values, thereby strengthening identity and internal cohesion. Strategic Communication plays a crucial role in times of increasing complexity and dynamism, enabling organizations to shape their operating environments and achieve their goals effectively and sustainably. This study presents a comparative analysis of Strategic Communication as applied in the Brazilian Navy and Brazilian Army, with the objective of establishing best practices, particularly in strengthening institutional cohesion. The study is grounded in a literature review encompassing concepts from renowned authors such as Ivone de Lourdes Oliveira, Maria Aparecida de Paula, Margarida Kunsch, and Joana d’Arc Bicalho Félix. Methodologically, the study unfolds in phases, including the analysis of communication structures and processes within both Forces, the identification of best practices, and the proposal of a Strategic Communication framework adapted to both institutions. The study also suggests specific steps for the effective implementation of Strategic Communication, aligned with institutional objectives and focused on improving internal and external communication, as well as the integration of organizational principles and values. It concludes that, while the Brazilian Armed Forces have made progress in implementing communication systems, there is still room for enhancements that could further strengthen cohesion and the effectiveness of strategic communications in complex and dynamic environments