Os processos de comunicação interna na empresa Almaviva do Brasil – Unidade Salvador Lyra/Maceió-AL

Abstract

With the arrival of the Technological Era, many companies have changed their way of interacting with their audiences, and the internal public has come to play a fundamental role in the development of these organizations. Balancing internal demands and establishing a good relationship with their audiences has become a requirement for organizational survival. This study presents concepts of organizations and how their way of relating to their audiences has evolved over time. It also emphasizes the importance of communication for organizations, discussing the concepts and history of public relations in the United States and Brazil. Aspects of the organizational process and the significance of audiences for public relations are also explored. In this study, Almaviva do Brasil is introduced as the chosen subject of analysis, along with its influence in the technological world and its role in the local scenario of Maceió. The objective of this study is to analyze the internal communication processes and their potential implications within Almaviva do Brasil's Salvador Lyra unit in Maceió, AL. Methodologically, it is descriptive research, employing qualitative participant-oriented analyses. The research utilized fieldwork and systematic observation as techniques. The results highlight the main communication barriers encountered in the internal communication process within the organization and the challenges of establishing a prosperous relationship. Based on the results presented, it is evident how the absence of a public relations plan can hinder the relationship between the company and its internal public and how communication disturbances can be detrimental to the communication process.