Gestão da comunicação organizacional na Escola de Música da UFBA

Abstract

The School of Music of the Federal University of Bahia, which originated with the International Music Seminars in 1954, during the administration of Rector Edgard Santos, became a reference center for professional training and also for promoting musical performances with its various groups: UFBA Symphony Orchestra, Madrigal, Symphonic Band, and Percussion Group, among others. Names such as Ernst Widmer and Sebastian Benda were part of the teaching staff to form high-level local musicians in a short period of time. Because of its rich history, the School of Music is highly sought after by people who want to study music at various levels (extension, undergraduate, and graduate). But, despite this, there is no communication planning at the School of Music. The musical events held by the teachers and their classes end up being promoted by themselves on their social networks. Besides the main website of the School of Music, there is the website of the Department of the School of Music, the website of the Extension Courses Blog, and the Post-graduation website, besides the social networks: Instagram, Youtube, and Facebook. Based on this situation, the following research question was created: How has the absence of communication planning hindered the management of organizational communication in the School of Music? Proposing a communication planning methodology for EMUS was the objective of this work. For this, we adopted as methodological approach the case study with a single case. This study revealed the impacts of the absence of strategic communication planning and, from the situational diagnosis, it was possible to propose, in the end, a roadmap for integrated communication strategic planning.