Estratégias de comunicação em projetos de responsabilidade social: o caso do projeto Caravana RGE

Abstract

This paper is about corporate social responsibility mediated by strategies communication. When we look at the social context in which we perceive that organizational performance must go beyond its productive process and generation of taxes and jobs. Often environmental, social, cultural issues and other situations of vulnerability can affect the day of the organization. In this way, the social responsibility must be a form of conduct of business, in its internal strategic communication environment as aid to be plus a speech, also lived. This monograph has adopted as empirical object the project Caravan RGE developed by Rio Grande energy (RGE) and by Axis Mundi. The overall objective is to study the communication strategies used in promoting this project, more specifically seeks to deepen the knowledge of communication strategies, identify the communication strategies that were used and list the media used in this project, as well as their results. So the search problem is defined in figure out how communication strategies contribute to the promotion of the project Caravan RGE. The methodology applied is based on the bibliographical research, desk research, semi-structured interviews and, for data analysis, content analysis proposed by Bardin (1977). By means of this monograph was possible to identify that communication strategies have helped to provide the company's relationship with its stakeholders and build a positive organizational image. However also noticed that the socially responsible care is strongly guided by the demands of legislation.