Comunicação estratégica: a importância do plano estratégico de Comunicação Social na Marinha do Brasil

Abstract

Strategic communication is a concept linked to the management of the communication process in an organization, at its highest hierarchical level. This communication management at the strategic level generated the need to create a plan in the Brazilian Navy that would be able to guide the tactical and operational levels on communication activities in the Naval Force. This study consists of an analysis of the Navy's Social Communication Strategic Plan, seeking, first of all, to understand what strategic planning is and what are the relevant points that should be observed, in the light of the theory and concepts of strategic communication. Observing these points, a comparison was made of what the theory says and what the Strategic Plan for Social Communication of the Navy presents. The study concludes that the plan in question is in line with what the bibliography says and presents a comparative table that can be used as a guiding guide for the structuring and production of a strategic plan.