A comunicação estratégica da Compassion Internacional no Brasil.

Abstract

The study approaches the communication strategies of Compassion International, Christian non-governmental organization based in the United States and active in fighting extreme poverty in twenty-six countries, related to Compassion’s affiliate in Brazil. It is noted that the organization assigns itself the development of values covered by Sen (2010) considering that, for the author, development is understood from the individual agent freedoms. For this communication analysis in the organization was investigated as an object of study, the affiliate in Brazil, Compassion Brazil in order to understand the ways and communication strategies in the organization in internal and external levels. It was explored bibliographies contemplating theories of communication in organizations, strategic communication, from Guedes (2008) and Bueno (2015), communication for development, from Bordenave (2012) among others, as well as the bases used for understanding development, focused on the economic theories of Sen (2010). The study also makes use of interviews with staffs from the Communication Department of the organization, namely, Communication Manager and Communication Specialist who has the responsibilities of a Journalist function at the organization in Brazil. Complementing, not to interview, but as field experience was considered the experience of the Field Specialist at Compassion Brazil, also the author of this dissertation. It required an exploratory study and field research in the organization regarding its projects in Brazil which are more than one hundred and eighty divided into different states concentrated in the Northeast. The main results point to a communication strategy originated at head office, Compassion International and distributed to affiliates, including the affiliate in Brazil. As the internal communication the affiliated organization in Brazil presents the formation of well-established partnerships between the organization, donors, churches and other organizations that together culminate in development of the organization's actions in the country. There has been a strong sense of belonging from the part of the employees of the organization and construction of an organizational culture based on Christian doctrine contained in the Bible. It is noticed also a lot of action to be developed. In the country, even though the Compassion International- the head office and even in Brazil presents constant use of communication tools within the company and among its subsidiaries, mainly through technological resources, we realize the need to generate sense in building a culture more concise and uniform organizational particularly among internal departments of branches. Regarding external communication, we notice the absence of their use in the country, the Country Field, and there is not any media production of external communication for the organization of disclosure in Brazil. These actions assigned to the communication strategies of Compassion International; internal and external to it is understood as directly responsible for the promotion of its activities to combat extreme poverty in the places where it operates.