Cultura organizacional e comunicação interna no terceiro setor: estudo de caso da Aiesec em Maceió

Abstract

Constant changes in social dynamics directly impact interpersonal relationships between subjects and with organizations present in individuals' everyday lives. In this new scenario, it is possible to consider the internal perspective of these institutions from another point of view, where their members work and assume a new position in the communication process, now perceived as social agents who acted directly in the maintenance and solidification of the organizations to which they belong, giving rise to the need to of a continuous analysis of their motivations, satisfactions, desires, and objections, guided by a specific communication plan for this public, aiming at optimizing its performance and its alignment with the institution in which it operates. This new demand is present in different sectors of society, but it is a particular challenge for organizations that move away from the need to generate profit. With that in mind, a survey carried out in this work addresses topics such as organizational and internal communication, the Third Sector, and Public Relations, as an activity and profession. This course completion work outlined the objective of pondering the particularities of organizational culture and its manifestation in the institution in question, Aiesec in Maceió, during the first quarter of the 2019 management, composed of February, March, and April. In addition, it is proposed to raise and evaluate the collected data, also considering the implementation of strategies related to the organizational culture of the Third Sector institution. Finally, reflect on the scene after the execution of the proposed actions.