Memória Institucional em apoio da Comunicação Organizacional
Autor: Victor Guerra | Publicado: 2012-08-30T20:56:00-07:00

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&nbsp; &nbsp; &nbsp;Ao longo do tempo as relações públicas assumiram um
papel estratégico nas organizações. Não deixando de lado a atuação na área da
comunicação, mas avançando à passos largos em direção do desenvolvimento
administrativo da profissão.




&nbsp; &nbsp; &nbsp;A integração entre áreas internas corporativas
permite que o profissional de relações públicas (comunicação social) atue de
forma direta e gerencial, facilitando a comunicação plena e o auxílio aos
processos internos e externos das mais diversas áreas.

&nbsp; &nbsp; &nbsp;Uma das "ferramentas" para elaboração de discursos institucionais é
conhecida como memória institucional. &nbsp; &nbsp; &nbsp; Este tipo de programa é muito mais que
apenas contar a história da organização; após todo estudo necessário para
publicação do material verossímil sobre a criação e atuação da organização é
preciso adequá-lo a realidade atual e nos objetivos e visão da organização.




&nbsp; &nbsp; Desta forma, os profissionais de comunicação, apoiados
por outras áreas internas, são capazes de utilizar a história da organização
para alcançar objetivos e evitar problemas.



&nbsp; &nbsp; &nbsp;A ABERJE foi pioneira no incentivo a este tipo de
veiculação por meio de cultura organizacional e história; foi responsável pelo
encontro de grandes museus que estabeleceram um cenário ideal para o estudo da
história de grandes empresas (Vale S.A; Chocolates Garoto, Telefonica).



&nbsp; &nbsp; &nbsp;Além da posição estratégica que o programa de
memória institucional proporciona, podemos identificar semelhanças do passado
que garantem situações favoráveis para o futuro da organização, e assim atuar
de forma preventiva na gestão de crises.



&nbsp; &nbsp;Como premissa básica, entendemos esta ferramenta
como uma forma de diálogo muito ampla e geral, que informa tanto ao público
interno, quanto ao vasto público externo. 



“A historia
de uma empresa não deve ser pensada como resgate do passado, mas como marco referencial
a partir do qual as pessoas redescobrem valores e experiências..." –
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<![endif]--><!--[if gte mso 10]>

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 table.MsoNormalTable
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<![endif]-->

















&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;
Referência: Texto - "Funções das Relações Públicas aplicadas em programas
de Memória Institucional - Cristina Russo Geraldes da Porciúncula"