Comunicação para o Agronegócio: Estratégias e Perspectivas profissionais no Rio Grande do Sul

Abstract

This present work explores the theme of communication in the agribusiness sector in the state of Rio Grande do Sul. Its main objective is to understand the strategies employed by communication professionals in agribusiness organizations in Rio Grande do Sul to grasp the possibilities and key perspectives of these professionals for the future of communication and the image of the sector. To achieve this, it engages with the theoretical dimensions of strategic communication, identity, image, and organizational reputation. The general goal is to study the communication strategies implemented in agribusiness organizations in RS. This is an exploratory research, utilizing bibliographical research techniques and an online questionnaire. Eleven communication professionals working in agribusiness in Rio Grande do Sul responded to the questionnaire. We have identified six main strategies undertaken by these professionals in their respective organizations, as well as five strategies suggested by the author based on research and experiences in the field. Additionally, it is possible to comprehend four main perspectives for the future of communication and the image of agribusiness from the respondents' point of view. In conclusion, it is understood that this study can contribute to the management of the identity, image, and reputation of agribusiness organizations and open opportunities for future studies and research on the topic.