O valor estratégico da comunicação: uma proposta de dashboard para visualizar, mensurar e avaliar os resultados da comunicação organizacional

Abstract

This study consisted of applied research focused on building a tool for measuring and evaluating results in communication to be used by professionals in the field and organizations that wish to monitor and adapt efforts in the field to their strategic objectives. The product was the creation of a dashboard that allows the visualization of data and indicators of activities and relates this information with the purpose of facilitating perceptions and understandings to possibly enhance strategic decision-making. To this end, the themes of Information and Communication Technologies (ICTs), Strategic Communication, objectives, goals, metrics and performance indicators were presented. The study was based on the perspective of the interactional paradigm, which deals with digital transformations in organizations in the contemporary context and the use of technologies to understand and stimulate interaction situations, in addition to seeking solutions to organizational and public demands. Thus, the project aimed, based on a theoretical and practical structure, to understand the paths necessary to build the product. The guiding question was based on understanding how we can generate changes in perspectives and innovation in organizational environments based on the evaluation and measurement of results in communication. The methodology was constructed following the methodological triangulation strategy, which included bibliographical research, documentary research and the use of quantitative and qualitative methods for data collection. As tools, multiple-choice questionnaires and debates based on agile methods, such as Canvas and SMART, were used. Finally, a conceptual proof for the proposed idea was presented.