Desenvolvimento de modelo de gestão da comunicação para inovação organizacional

Abstract

The dissertation presents the development of the Communication Management Model for Organizational Innovation, or simply MGCI, whose objective is to facilitate the understanding and measurement of organizational communication, regardless of the type of organization. To develop its methodology, the Management Excellence Model (MEG) of the National Quality Foundation, the Innovation Radar and the composite of Margarida Kunsch's Integrated Organizational Communication were considered. MGCI is based on 4 fundamentals, which comprise all the different types of communication within organizations: Internal Communication, Administrative or Corporate Communication, Marketing Communication and Institutional Communication. These fundamentals unfold into 8 criteria, namely: Organizational Culture, People, Strategy, Networking, Positioning, Clients, Institutional and Learning. To validate the methodology, the MGCI was applied to the Alagoas Metrological Network at three different times. The first, initial diagnosis, in August 2017, generated Total Overall Performance (DGT) 0 and Radar 0 with 24 points, which pointed to the organization's level 1 maturity in relation to communication, among the 4 levels established by the methodology. . When reapplied in 2018, after 12 months, during which continuous communication actions were performed, based on the results of DGT 0 and Radar 0, 69.67 points were obtained in DGT 1 and Radar 1, which boosted the raising the organization's level to maturity level 2. The third moment, in July 2019, MGCI obtained a result of 83.67 points in DGT 2 and Radar 2, which implied once again raising the level of maturity in relation to communication practices, reaching level 3 of maturity. . This means that there are continuous communication actions aimed at promoting an innovative environment and, therefore, needs monitoring and continuity to reach the level of excellence, represented by level 4, which is equivalent to 100 points, and involve the 4 grounds and 8 MGCI criteria.