Plano de comunicação para a Escola de Enfermagem da UFBA

Abstract

This work consists of developing an integrated communication plan for the School of Nursing at the Federal University of Bahia (EEUFBA), focusing on the 2025.2 and 2026.1 semesters. The proposal arose from a request from the university administration and is based on the experience of an internship developed at the Communications Center (NUCOM) over a period of one year and four months. Based on studies of organizational communication, the work seeks to structure the School's communication flows in an ethical, accessible, and strategic manner, aligning institutional actions with the reality of a public, pluralistic university committed to the health field. The methodology used includes on-site observation, online questionnaires, and interviews with representatives of the academic community, which allowed for the construction of the communication diagnosis. The analysis considered both internal and external factors that impact the School's communication, including its historical context, community demands, institutional identity, and digital presence. The plan includes the creation of a communication policy for EEUFBA, as well as the development of specific strategies for the institutional and online media dimensions, considering actions on channels such as the website, Instagram, and YouTube. As developments, organizational execution methods for the actions and a monitoring, measurement, and evaluation model were also proposed, aiming to ensure continuity, coherence, and effectiveness in the plan's implementation.