Planejamento de comunicação e universidade: comunicação integrada nas pró-reitorias da UFSM

Abstract

This experimental project aims to assist in the process of implementing the UFSM Communication Policy, through Strategic Planning, thus establishing an integration of communication in the Pro-Rectories. Through this work we seek to diagnose communication problems and propose actions and projects, so that the Communication Policy is institutionalized, aligning it with the communication strategies of every university to the Institutional Development Plan. Thus we work with the concept of Integrated Communication (KUNSCH, 2016), and also Public Communication (DUARTE, 2007), to enable the understanding of the perspective of Integrated Communication within a Public University. The methodology was developed based on a documentary research on the concepts of Strategic Communication Planning (KUNSCH, 2016), as well as the study of the Institutional Development Plan, Management Plan and Communication Policy of UFSM. From this analysis came the Communication Planning model used for the development of the eight communication plans of the Dean. Among the results, many institutional projects have already been unified, bringing to the university communication a collective and institutional view. Thus, based on this experimental project, this Integrated Communication and the culture of Strategic Planning expands beyond the Deanships, already beginning to be implemented in the Teaching Units and Institutional Bodies, enabling more positive results for the coming years, and With this, the growth of the institutional image of UFSM.