Comunicação interna e externa como estratégia de criação de uma identidade oganizacional. Caso de estudo (Televisão de Moçambique)

Abstract

The present work falls within the scope of the monograph to obtain a degree in Marketing and Public Relations, its theme is “Internal and External Communication as a Strategy for Creating an Organizational Identity”. The study was carried out at Televisão de Moçambique (TVM), aiming to understand how an organization considered to have a good working environment receives contributions from its internal communication in order to improve the organizational climate, strengthen teamwork and mitigate conflicts arising of cultural differences in a work- space. The data collection technique used is the questionnaire survey, with the main objective of analyzing the role of internal and external communication as a strategy for creating organi- zational identity in TVM. The study consisted of analyzing internal communication, which is a fundamental tool for improving the flow of information and making correct decisions today that will define or affect the future, facilitating the change in individual and organizational behavior, leading them to success, being transparent and credible in order to achieve its objec- tives. And, external organizational communication, which in turn, has been a concern within organizations with their external public being a tool that allows organizations to dialogue, in- form and interact with the client public and which is fundamental in building their image, with responsibility for disseminating all necessary information for the proper functioning of the or- ganization, coordination, integration and planning of any and all services and stakeholder ac- tivities. The study concluded that the company TVM has not adopted internal and external communication effectively as a strategy to create a solid organizational identity among its pub- lic.