A comunicação interna frente os desafios da pandemia da COVID-19 nas organizações: um mapeamento das estratégias de Relações Públicas

Abstract

In the face of the coronavirus pandemic, many organizations needed to adopt the home office and with this work dynamic, internal communication needed to be rethought for the remote environment. The Public Relations professionals saw the need to analyze what would be the bestway of acting to maintain engagement employees in this scenario, where various practical and psychological situations were emerging, such as domestic and family issues as well as insecurities and the general concern caused by the pandemic. Therefore, this study aims to present, through surveys carried out with professionals who work with Internal Communication, what were the main strategies used and which means of communication or tools were more assertive to maintain the flow of internal communication and organizational culture management. To achieve these objectives, bibliographic research was used, combined with online research. Was identified an appreciation of internal communication after the pandemic and a digital acceleration in organizations. As a result of this research, has been verified relevance of accessible and inclusive communication channels, with emphasis on WhatsApp, as well as the fundamental role of leaders in the employee motivation process and the importance of values such as trust, transparency and humanization in internal communications, leaving room for dialogue with employees.