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COMUNICAÇÃO INTERNA NO ÂMBITO DA GESTÃO PÚBLICA: O CASO DE UMA AUTARQUIA PÚBLICA FEDERAL BRASILEIRA

2013; Emerald Publishing Limited; Volume: 20; Issue: 1 Linguagem: Inglês

10.5700/rege486

2177-8736

Priscila Reinaldo Marson, Verônica Feder Mayer, Heloísa Guimarães Peixoto Nogueira,

Education and Public Policy

The intention of this article is to present a case study on the adoption and use of new channels of internal communication in a federal public autarchy. The study was conducted at the National Institute of Social Security, in Sao Paulo, between July 2008 and July 2009, and aimed to monitor the period in which a new internal communication plan was developed and implemented in its initial phase. The research methodology used was the case study, consisting of documentary analysis, field research and in-depth interviews conducted with the institution’s public employees. As a result, it was possible to observe the internal resistance and the difficulties encountered in the management of the new plan. Among its conclusions, the study highlights the need for a previous study on the conditions of relationships and practices developed in a public service unit at the adoption of new communication tools. It also highlights the importance of planning and management actions in the implementation of the intended communication actions, including internal marketing efforts to sensitize users about the meaning and importance of internal communication in promoting greater agility and efficiency in the workplace, in order to offer best public services to users.