{"id":9149,"date":"2024-07-09T12:41:40","date_gmt":"2024-07-09T15:41:40","guid":{"rendered":"https:\/\/www.sphereit.com.br\/news\/ti-verde-na-empresa-copy\/"},"modified":"2024-07-09T13:02:53","modified_gmt":"2024-07-09T16:02:53","slug":"comunicacao-uma-competencia-importante","status":"publish","type":"post","link":"https:\/\/www.sphereit.com.br\/pt_br\/news\/comunicacao-uma-competencia-importante\/","title":{"rendered":"Comunica\u00e7\u00e3o. Uma compet\u00eancia importante"},"content":{"rendered":"

[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Header – N\u00c3O EDITAR” _builder_version=”4.16″ use_background_color_gradient=”on” background_color_gradient_type=”circular” background_color_gradient_stops=”#004183 0%|#001f4c 100%” background_color_gradient_start=”#004183″ background_color_gradient_end=”#001f4c” background_image=”https:\/\/www.sphereit.com.br\/wp-content\/uploads\/2020\/06\/cyber-security-18.png” parallax=”on” custom_padding=”10vw||64px|||” custom_padding_tablet=”” custom_padding_phone=”23vw||64px||false|false” bottom_divider_style=”slant” bottom_divider_color=”#f1fafe” bottom_divider_height=”40px” bottom_divider_flip=”vertical” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.16″ z_index=”1″ custom_margin=”-104px|auto||auto||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_post_title author=”off” date_format=”d\/m\/Y” comments=”off” featured_image=”off” _builder_version=”4.16″ title_font=”eurostile|700||on|||||” title_text_align=”center” title_text_color=”#ffffff” title_font_size=”37px” meta_font=”||||||||” meta_text_align=”center” meta_text_color=”#ffffff” meta_font_size=”18px” global_colors_info=”{}”][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”EDITAR AQUI” _builder_version=”4.17.4″ background_color=”#f1fafe” z_index=”10″ custom_padding=”54px|||||” bottom_divider_height=”26vw” bottom_divider_flip=”horizontal” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.17.4″ custom_padding=”9px|||0px||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text admin_label=”Texto” _builder_version=”4.26.0″ text_font=”eurostile||||||||” text_text_color=”#4C4832″ text_font_size=”16px” text_orientation=”justified” width=”100%” custom_padding=”||75px|||” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

\"\"<\/p>\n

A relev\u00e2ncia da comunica\u00e7\u00e3o corporativa reside no fato de ela ser a respons\u00e1vel por transmitir quem \u00e9 empresa enquanto marca, qual seu posicionamento diante de seu p\u00fablico e do mercado, como se destaca da concorr\u00eancia, ou seja, qual \u00e9 sua identidade.<\/strong><\/h3>\n

Comunica\u00e7\u00e3o corporativa \u00e9 aquela feita pelas empresas a partir de a\u00e7\u00f5es estrat\u00e9gicas que visam transmitir suas mensagens com clareza e efici\u00eancia, sejam internas \u2013 voltadas aos colaboradores \u2013 ou externas \u2013 voltadas para clientes, fornecedores, investidores e p\u00fablico em geral. Ela deve transmitir a imagem da empresa de forma assertiva, divulgando marca e identidade de modo coerente. \u00c9 atrav\u00e9s da comunica\u00e7\u00e3o corporativa que a empresa dialoga com seu p\u00fablico, estabelecendo conex\u00f5es consistentes. \u00c9 tamb\u00e9m a partir dela que os receptores das mensagens enviam feedbacks. A comunica\u00e7\u00e3o se d\u00e1 atrav\u00e9s de linguagens, imagens e canais de comunica\u00e7\u00e3o selecionados de acordo com objetivos, necessidades e estrat\u00e9gias voltadas para o crescimento do neg\u00f3cio. A comunica\u00e7\u00e3o corporativa falha cria uma falta de alinhamento dos setores, ru\u00eddos e contradi\u00e7\u00f5es que afetam o envolvimento e a produtividade das equipes, gerando sentimentos de desvaloriza\u00e7\u00e3o, insatisfa\u00e7\u00e3o e exclus\u00e3o. Al\u00e9m disso, externamente, gera mal-entendidos e m\u00e1 reputa\u00e7\u00e3o. J\u00e1, a boa comunica\u00e7\u00e3o auxilia a constru\u00e7\u00e3o da marca, estabelece diferenciais competitivos, melhora o ambiente e refor\u00e7a a cultura organizacional.<\/p>\n

Tipos<\/p>\n

Comunica\u00e7\u00e3o Institucional:
\u00c9 a que se relaciona com posicionamento e identidade, influenciando a aceita\u00e7\u00e3o e a visibilidade da empresa. Comunica\u00e7\u00e3o Mercadol\u00f3gica \u2013 (comunica\u00e7\u00e3o de marketing), \u00e9 a que a define comercialmente, ou seja, est\u00e1 ligada a estrat\u00e9gias de publicidade e de persuas\u00e3o de potenciais clientes. Comunica\u00e7\u00e3o Externa – seus objetivos n\u00e3o est\u00e3o ligados a vendas, mas a relacionamentos com clientes, fornecedores, parceiros e \u00f3rg\u00e3os reguladores. Comunica\u00e7\u00e3o Interna \u2013 tem foco nos colaboradores, nos diversos setores e n\u00edveis hier\u00e1rquicos.<\/p>\n

Fun\u00e7\u00f5es:
Entre as principais fun\u00e7\u00f5es da comunica\u00e7\u00e3o, est\u00e3o: (a) posicionamento da marca \/ identidade \u2013 divulga\u00e7\u00e3o de valores, prop\u00f3sitos e compromissos com causas de impacto socioambiental que diferenciam a empresa do mercado em geral, fortalecendo sua imagem tanto para o p\u00fablico externo (identidade corporativa), como para o interno (identidade organizacional); (b) constru\u00e7\u00e3o de imagem \u2013 a comunica\u00e7\u00e3o \u00e9 estrat\u00e9gia essencial para a constru\u00e7\u00e3o da reputa\u00e7\u00e3o empresarial; (c) gerenciamento de crise \u2013 a comunica\u00e7\u00e3o mostra a atua\u00e7\u00e3o da empresa diante de crises, revelando seu know-how.<\/p>\n

Aplica\u00e7\u00e3o:
Para se aplicar a comunica\u00e7\u00e3o corporativa \u00e9 preciso definir o p\u00fablico-alvo; criar tom de voz e discurso pr\u00f3prios; estabelecer objetivos; selecionar canais de comunica\u00e7\u00e3o; criar mensagens claras; monitorar resultados e, quando necess\u00e1rio, reajustar estrat\u00e9gias. Se a comunica\u00e7\u00e3o externa que divulga uma marca, \u00e9 na interna que ela se molda e se consolida.
.<\/p>\n

.<\/p>\n

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Fale com nossa equipe<\/h2>\n

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Fale com nossa equipe<\/h2>\n

[\/et_pb_text][et_pb_blurb icon_placement=”left” image_icon_width=”24px” _builder_version=”4.19.0″ header_font=”Overpass|900|||||||” header_line_height=”1.4em” body_font=”Overpass|300|||||||” body_line_height=”1.8em” text_orientation=”center” custom_margin_tablet=”” custom_margin_phone=”||0px||false|false” custom_margin_last_edited=”on|phone” custom_padding=”4px|||||” icon_font_size=”24px” locked=”off” global_colors_info=”{}”]<\/p>\n

\"\"<\/p>\n

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Comunica\u00e7\u00e3o corporativa \u00e9 aquela feita pelas empresas a partir de a\u00e7\u00f5es estrat\u00e9gicas que visam transmitir suas mensagens com clareza e efici\u00eancia. Ela deve divulgar a marca e a identidade da empresa de modo assertivo e coerente. \u00c9 atrav\u00e9s da comunica\u00e7\u00e3o corporativa que a empresa dialoga com seu p\u00fablico e com seus colaboradores, estabelecendo conex\u00f5es consistentes. \u00c9 tamb\u00e9m a partir dela que os receptores das mensagens enviam feedbacks. A comunica\u00e7\u00e3o se d\u00e1 atrav\u00e9s de linguagens, imagens e canais de comunica\u00e7\u00e3o selecionados de acordo com objetivos, necessidades e estrat\u00e9gias que buscam o crescimento dos neg\u00f3cios. A comunica\u00e7\u00e3o falha cria uma falta de alinhamento entre os setores, ru\u00eddos e contradi\u00e7\u00f5es que afetam a produtividade das equipes e geram sentimentos de desvaloriza\u00e7\u00e3o e exclus\u00e3o. Externamente, produz mal-entendidos e m\u00e1 reputa\u00e7\u00e3o. J\u00e1, a boa comunica\u00e7\u00e3o auxilia a constru\u00e7\u00e3o da marca, cria diferenciais competitivos e refor\u00e7a a cultura organizacional.<\/p>\n","protected":false},"author":5,"featured_media":9151,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[13],"tags":[46],"class_list":["post-9149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-comunicacao"],"yoast_head":"\nComunica\u00e7\u00e3o. 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