Relações públicas comunitárias na gestão da imagem organizacional um estudo de caso sobre o 59° Batalhão de Infantaria Motorizado

Abstract

Based on the case study on the social actions that the 59th Motorized Infantry Battalion carries out with the population of Alagoas, this monograph aimed to demonstrate the importance of working with the community and how it impacts the organization's image. To this end, the analysis took into account studies on community public relations and organizational image management, since, in contemporary times, access to information and communication has been facilitated by information and communication technologies and, in this sense, popular movements, unions. , students, churches, among others, have become more active, fighting for their rights and making themselves heard. In addition, the present work proposes a reflection on the professional's performance in this scenario, since he has theoretical knowledge favorable to the theme and has essential tools for this work, which here address communication, identity and organizational image. It was found that when the values of the organization are based on characteristics based on social responsibility, and carry out actions aimed at the community, the public creates an image in a conscious or unconscious way, selecting thoughts and impressions that makes a dialogic and beneficial relationship for both parties to be developed.