The book Comunicação Organizacional Estratégica (Strategic Organizational Communication), published by Summus Editorial was released in April. The work brings together professors who took part in the post-graduate study in Strategic Management in Organizational Communication and Public Relations at ECA-USP (University of Sao Paulo) in 1999. The book is edited by professor Margarida Maria Krohling Kunsch, director of ECA-USP. During the launch, there will be a debate between the editor of the book and two of its authors, Luiz Alberto de Farias and Paulo Nassar, both professors from the Department of Public Relations.
Placing brands in today’s market, cultivating good relationships with strategic clients and the public and knowing how to position themselves institutionally in the contemporary world are challenges facing contemporary businesses. To deal with these issues the authors advocate an integrated communications framework, combining the work of public relations with corporate communications, internal communications, marketing and marketing communication.
In this regard, the current scenario of global uncertainty, with all its social, political and economic changes, demands that the actions of businesses communications to be well planned and strategic. The book addresses these issues in three sections: “Organizational communication in the context of contemporary society”, “Public Relations: research, communication processes, media and orality” and “Communication: market, evaluation and consumption.”