A importância da memória institucional para as relações públicas na gestão da imagem e identidade organizacional

Abstract

The purpose of this monograph is to demonstrate the importance of Institutional Memory for the Public Relations area in the management of identity and organizational image. Currently, Institutional Memory is still little explored by a large part of organizations, however it consists of a strategic tool for organizational communication, in strengthening corporate identity and projecting its image to its audiences. Thus, the monograph proposes a reflection on the rescue of the memory of organizations. First, elucidating Public Relations activity. Subsequently, addressing communication in organizations and the strategic use of Institutional Memory. Finally, the core idea of the work, on which the look to the past offers value to Public Relations in the management of organizational identity and public perception.