Comunicação Organizacional: Instrumento de Gestão

The market and the firms were affected by constant processes of changes in the 1990s. These were consequence of the strong economic, political and social changes in a dynamic and until contradictory context. In this environment, the firms witness the effects of the economic globalization, the growing appeal to exercise the competitiveness as well as the social and the environmental responsibility. It is this globalization process that changes the face of the economy and takes the firms to consider the organizational communication as a strategic area. Effectively, the Society and the Citizens started to demand larger transparency in the firm's actions, "forcing" them to quite the "amateurism" and hire professionals specialized in communication. Thus, in a time that the speed of the changes world business is processed quickly, the organizational communication stopped being an activity repelled for second plan and it assumed an important function in the strategy adopted by firms. So, this article discusses the concept of organizational communication as well as its importance in the success of the contemporary firms