Vamos comunicar, PDGS? A construção de um plano de comunicação institucional estratégico para mídias digitais com foco no Instagram

Abstract

In the current scenario of accelerated information circulation, postgraduate programs are faced with the need to strategically and effectively employ communication tools and practices through digital social media, in order to broaden institutional visibility and strengthen engagement with diverse audiences. This dissertation was developed through applied research, whose main objective was to propose a Strategic Institutional Communication Plan for the Postgraduate Program in Social Development and Management - PDGS at the Federal University of Bahia with actions focused on digital social media: Instagram. In this approach, the research followed the methodological path led by exploratory and descriptive research, using inductive-deductive scientific methods, with the help of historical, comparative and documentary procedural methods. Furthermore, data collection techniques of an indirect nature were supported by bibliographic and documentary research, as well as direct data collection included semi-structured interviews applied to the Program's teachers and electronic questionnaires presented to students (students and graduates). Data analysis was conducted using descriptive statistics techniques, using graphs, figures and tables, in accordance with the types of data collected. As main results, it was found that students assess that PDGS needs to implement improvements in its institutional communication processes, mainly regarding strengthening its institutional identity and image, publicizing its structuring themes, its technical-scientific work and its actions in the community with the production of clear and informative materials. The teachers brought up relevant points about the importance of the Program for development in different territories and sectors of society, as students (and graduates) are agents that transform realities, and that is why they state that the Program's audience has been reached in their selection processes, however they highlight the importance of more effective communication of the Program to amplify the Master's Degree to different audiences, making it better known and recognized for its themes. The Social Technology for Territorial Development (TGS.DT) developed is the first draft for the implementation of a Strategic Institutional Communication Plan for the Program, as the limitations for its application include both human and material resources, as the Program does not have a technical team dedicated to its application, measurement and updating, despite having been tested during the preparation of this dissertation. As a contribution, this work rescues the need to rethink the Program's institutional communication, with a view to strengthening its Identity and Institutional Image, with the dissemination of its institutional memory to its different audiences, expanding its main themes with a view to democratizing the themes discussed in it beyond academic walls.