A comunicação interna na empresa em rede e em sistemas sociais cooperativos

• Autores: Sónia Pedro Sebastião
• Localización: Revista Internacional de Relaciones Públicas, ISSN-e 2174-3681, Vol. 2, Nº. 3 (ene-jun), 2012 (Ejemplar dedicado a: Reiniciando las Relaciones Públicas), págs. 9-26
• Idioma: portugués
• Títulos paralelos:
  • Internal communication in the network enterprise and in cooperative social systems
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    In the present paper, the author theoretical relates Fuchs� Participatory, Co-Operative, Sustainable Information Society (PCSIS) conception with the role of Public Relations in the establishment and coordination of internal communication in the network enterprise, where collaborators are expected and expect to participate in an active, powerful and collaborative business social structure to achieve common business goals The paper is divided in two main parts. We start with social theory of the network society that allows us to frame the work of Fuchs about the Participatory, Co-Operative, Sustainable Information Society (PCSIS) and the Network Enterprise. Then we present our arguments about the role that public relations can play in this social and organizational system, focusing its contribution to the internal communication.

  • português

    Neste artigo teórico, a autora relaciona a concepção de Sociedade de Informação Participativa, Cooperativa, Sustentável de Fuchs (2008) com o papel do profissional de Relações Públicas, no estabelecimento e coordenação da Comunicação Interna no seio da Empresa em Rede, onde os colaboradores (público interno) desempenham um papel activo, colaborativo e decisivo na estrutura de negócios com vista ao cumprimento dos objectivos organizacionais.

    O artigo está dividido em duas partes fundamentais. Na primeira apresentamos a teoria social de Fuchs, caracterizando a Sociedade de Informação Participativa, Cooperativa, Sustentável e a Empresa em Rede. De seguida, argumentamos sobre o papel das relações públicas no seio destes sistemas sociais focando o seu contributo para o especialismo da Comunicação Interna.

• Referencias bibliográficas
  • Bartoo, H. and Sias, P. M. (2004). When enough is too much: communication apprehension and employee information experiences. Communication...
  • Berger, B. K. (2005). Power over, power with, and power to relations: critical reflections on public relations, the dominant coalition, and...
  • Berger, B. K. and Reber, B. H. (2006). Gaining influence in public relations: the role of resistance in practice. New Jersey: Lawrence Erlbaum.
  • Berger, B. K., Reber, B. H. and Heyman, W. C. (2007). You Can't Homogenize Success in Communication Management: PR Leaders Take Diverse...
  • Bourdieu, P. (1986). The forms of capital. In Richardson, J. (Ed.), Handbook of Theory and Research for the Sociology of Education, (241-258)....
  • Bowen, S. A. (2008). What public relations practitioners tell us regarding dominant coalition access and gaining membership. In Yamamura,...
  • Castells, M. (2000). The information age: economy, society and culture. 2nd. Vol. 1. Malden: Blackwell Publishing.
  • Castells, M. (1996, 1997, 1998). The information age: economy, society and culture. 3 vols. Malden: Blackwell Publishing.
  • Coombs,W. T. and Holladay, S. J. (2007). It’s not just PR. Malden: Blackwell Publishing.
  • Freeman, R. E. (1994). Stakeholder Theory of the Modern Corporation. In Donaldson, T., Werhane, P. H. and Cording, M. (Ed.), Ethical Issues...
  • Freeman, R. E. (1984). Strategic Management: a stakeholder approach. Massachusetts: Pittman.
  • Freeman, R. E., Wicks, A. C. and Parmar, B. (2004). Stakeholder Theory and «the Corporate Objective Revised». Organization Science, 15 (3),...
  • Fuchs, C. (2008). Internet and Society: Social Theory in the Information Age. New York: Routledge.
  • Fuchs, C. (2010). Theoretical Foundations of defining the Participatory, Co-operative, Sustainable Information Society. Information, Communication...
  • Giddens, A. (1984). The Constitution of Society. Outline of the Theory of Structuration. Cambridge,MA: Polity.
  • Grunig, J. E. (2000). Collectivism, Collaboration, and Societal Corporatism as core Professional Values in Public Relations. Journal of Public...
  • Grunig, J. E. (2001). Two-way symmetrical public relations: past, present, and future . In Heath, R. L. (Ed.), Handbook of Public Relations,...
  • Grunig, J. E. and Grunig, L. A. (1992). Models of public relations and communication. In Grunig, J.E. (Ed.), Excellence in public relations...
  • Grunig, J. E. and Hunt, T. (1984). Managing Public Relations. New York: Holt, Rinehart & Winston.
  • Grunig, L. A., Grunig, J. E. and Dozier, D. M. (2002). Excellent Public Relations and Effective Organizations. A study of communication management...
  • Habermas, J. (1981). The Theory of Communicative Action. London: Beacon Press.
  • Hannegan, C. (2004). Employees as Reputation Makers. Strategic Communication Management, 8 (6), 5.
  • Heath, R. L. (2005). Mutually beneficial relations. Vol. 2. In Heath, R. L. (Ed.), Encyclopedia of Public Relations, (552-556). Thousand Oaks:...
  • Ihlen, O., Van Ruler, B. and Fredriksson, M. (2009). Public Relations and Social Theory: key figures and concepts. London: Routledge.
  • Lamb, L. F. and McKee, K. B. (2004). Applied Public Relations. Cases in Stakeholder Management. New Jersey: Lawrence Erlbaum Associates, Inc.
  • Lauzen, M. M. and Dozier, D. M. (1992). The Missing Link: The Public Relations Manager Role as Mediator of Organizational Environments and...
  • Lieber, P. S. (2008). Moral development in public relations: Measuring duty to society in strategic communication. Public Relations Review,...
  • Manovich, L. (2001). The Language of New Media. Massachusetts: The MIT Press.
  • Pasadeos, Y., Berger, B. and Renfro, R. B. (2010). Public Relations as a maturing discipline: an update on research networks. Journal of Public...
  • Pimlott, J. A. R. (1951). Public Relations and American Democracy. New Jersey: Princeton University Press.
  • Plowman, K. D. (1998). Power in conflict for public relations. Journal of Public Relations Research, 10, 237-261.
  • Ralph, T. and Yeomans, L. (2009). Exploring Public Relations. Essex: Financial Times/Prentice Hall.
  • Rosenfeld, L., Richman, J. and May, S. (2004). Information adequacy, job satisfaction and organizational culture in a dispersed-network organization....
  • Sriramesh, K. and Vercic, D. (2007). The impact of Globalization on Public Relations: A Special Section from the BledCom 2007 Conference....
  • Waymer, D. and Ni, L. (2009). Connecting Organizations and their employee publics: the rhetorical analysis of Employee-Organization Relationship...
  • Welch, M. and Jackson, P. R. (2007). Rethinking internal communication: a stakeholder approach. Corporate Communications: an International...
  • White, C., Vanc, A. and Stafford, G. (2010). Internal Communication, information satisfaction, and sense of community: the effect of personal...
  • White, C. and Park, J. (2010). Public perceptions of public relations. Public Relations Review, 36, 319-324.