Class Communication of Organizations

The curricular unit begins by identifying the epistemological field of organizational communication, in its context and historical evolution and aims to transmit instruments, conceptual and pragmatic, that allow us to apprehend the complexity of the communicative phenomenon and apply it in the organizational environment. Students will be able to understand the role of communication, internal and external, in pursuing the mission, vision and values of organizations, as well as organizational diversity and the role played by communication in the founding concepts of identity and culture. It is intended to alert students to the importance of communication management in a context of ethical relationship between organizations and stakeholders and to develop a critical spirit about existing communication tools, in order to better adapt them to each stakeholder of the organization.

Not applicable

1. Organizational communication 1.1 Definition and typologies of organization 1.2 Historical perspective of organizational theories 1.3 Action models in Public Relations; mapping of new approaches 1.4 Organizational policy and culture: mission, vision and values 1.5 Identity, image and reputation: management and evaluation 2. The concept of stakeholder and evaluation methodologies 2.1. Constructing personas as stakeholder archetypes 3. Applied organizational communication 3.1 Internal communication: culture, identification and organizational silence 3.2 External communication: strategic areas, objectives and risks 3.3 Ethical guidance in communication with stakeholders 4. Internal and external communication tools 4.1 Types of tools, use strategies and targets to be achieved

This curricular unit will play an active part in a academic consultancy projet for an external company, in collaboration with other UC of Ciências da Comunicação

Carvalho, L. C., Bernardo, M. d. R. M., Sousa, I. D. d., & Negas, M. C. (2023). Gestão das Organizações (4ª ed.). Sílabo. Cornelissen, J. (2017). Corporate communication: a guide to theory practice. London: SAGE Falkheimer, J., & Heide, M. (2022). Strategic Communication. Routledge. Gonçalves, G. (2014). Relações Públicas Políticas: raízes, desafios e aplicações. Comunicação e Sociedade, 26, 90-98. Grunig, J. E. (2008), Excellence in Public Relations and Communication Management. N.Y: Routledge Marchiori, M. (2018). Cultura e comunicação organizacional: um olhar estratégico sobre a organização. Difusão Editora. Teixeira, S. (2017). Gestão das organizações. Escolar Editora. Shockley-Zalabak, P. (2015). Fundamentals of Organizational Communication: Knowledge, Sensitivity, Skills, Values. Londres: Pearson Education.