Abstract

COSTA-SANCHEZ, Carmen; TUNEZ-LOPEZ, José Miguel  and  MIGUEZ-GONZALEZ, María Isabel. Comparative analysis of corporate communication management between companies and institutions: the Galician case. Comunicação e Sociedade [online]. 2020, vol.spe2020, pp.37-51. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.0(2020).2739.

The study of communication as a professional activity is often conducted in the context of large organizations with multiple resources, mainly in companies. This investigation contradicts this trend and compares communication departments of public and private organizations, which are located in a geographical area far from Spain's socio-economic and political centres: the Autonomous Community of Galicia. In Europe, some important works have been carried out on the practice of organizational communication (Zerfass, Verhoeven, Moreno, Tench & Vercic, 2020), as well as in Spain (Dircom, 2015), which have become relevant references to the knowledge of trends applied to communication management. Even so, analysis that focuses on small-scale organizations or those away from decision-making centres are scarce. This research aims to fill this gap by focusing on organizations with different profiles and dimensions, based in the Autonomous Community of Galicia. The applied methodology, of a quantitative character, consisted mainly on surveys of communication officers from Galician public and private organizations. The results obtained showed that the public sector is the one that most communicates as a strategy and this is a conclusion capable of raising interest for future works.

Keywords : organizational communication; business communication; institutional communication; communication management; quantitative methodology.

        · abstract in Portuguese     · text in Portuguese     · Portuguese ( pdf )