Comunicação Tangram: uma metodologia de comunicação para micro e pequenas empresas

Abstract

This paper seeks to understand the relationship between organizational strategy and strategic communication in the field of micro and small enterprises and to develop a communication model that meets the demands of these organizations. For this, a theoretical study about the competitive strategy was made using concepts of areas of the Administration in order to understand the impact of the organizational strategy in companies, as well as a survey of the scenario of the micro and small companies in Brazil and the behavioral patterns of its managers organization and communication. The objective of this work is to materialize in a communication methodology the fundamental processes for the elaboration of effective strategic communication plans, helping the communicators to understand the scenario of micro and small enterprises and the scope of their action in this context. The experimental design was elaborated through theoretical analysis and observational research. The result of the experimental project was the Tangram Communication, a communication methodology that is divided into briefing, quick plan, strategies and tools. The tools listed were: merchandising, communication advice, event planning, content production, inbound marketing, website and blog development, social media management and advertising campaigns.