Comunicação e reputação: percepção dos associados do Sicredi sobre o Fundo de Promoção ao Desenvolvimento Regional

Abstract

We know the importance of communication for organizations and that, also through it, they relate to their audiences, building a - good or bad - reputation. (HALDEREN; RIEL, 2006). The following work focuses on the reputation of organizations, with the delimitation of communication actions to strengthen Sicredi Conexão's reputation. Its object of study is the dissemination actions produced about the Sicredi Conexão Regional Development Promotion Fund in its community and the perception of the Cooperative's members. The work aims to answer the following question: how can dissemination actions for the Sicredi Conexão Regional Development Promotion Fund influence the construction of the Cooperative's reputation? For this, authors such as Machado (2007), Argenti (2006), Kotler (2000), Klafke (2008), Kunsch (2006), Moraes (2006) and Marchiori (2008) will be approached to obtain a theoretical basis. The investigation is qualitative in nature and is classified as exploratory. It uses document analysis, interview and questionnaire techniques to collect data. After the collection, it was concluded that the cooperative maintains a close and trusting relationship with its members, in accordance with the cooperative principles that distinguish it from private companies. The organization is well remembered and valued, reflecting the strength of this bond. However, despite the importance of the project, it is not widely known, indicating the need to improve communication to engage more people.