A comunicação interna no Setor Público: análise da visibilidade das ações da Coordenação de Saúde e Qualidade de Vida da Universidade Federal de Pelotas

Abstract

Considering that the success of organizational actions is directly related to their ability to communicate with stakeholders, this study aimed to understand how the Coordination of Health and Quality of Life at the Federal University of Pelotas communicates its initiatives to its audiences. The principles and importance of public communication, as well as how internal communication is strategically established within organizations, were analyzed. To achieve this, qualitative research was conducted through documentary analysis, including the study of internal documentation, processes generated in the Electronic Information System (SEI), and posts on UFPel's official Instagram profile and the University’s official website. Significant gaps were identified in the communication efforts of CSQV with its stakeholders, including: disorganization of the PROGEP website, making it difficult to locate the CSQV page; a disorganized CSQV page with incomplete descriptions of actions and services; lack of standardization in the Coordination's communication flows; disregard for the university’s dimensions as a community or project; and content and formats focused on topics that do not engage the academic community. Based on these gaps, the research proposed improvements to CSQV's communication processes, particularly focusing on reorganizing PROGEP sections and the CSQV page with detailed service descriptions; producing content and posts that emphasize the university as both a community and a project, highlighting the knowledge produced and the community members involved; and expanding communication formats to include videos, audios, podcasts, and more. Additionally, the need for a communication plan was identified to standardize CSQV's communication processes and enhance its visibility within the university community.