A comunicação interna nas agências de comunicação

Abstract

In the present paradigm, with the increasing recognition of internal communication as a strategic element within organizations, it is essential to understand how current trends in this area can impact employee engagement. Internal communication, particularly in communication agencies, plays a crucial role in fostering a collaborative work environment, strategic alignment, and talent retention. To guide this investigation, the research question established was: “What are the main current trends in internal communication within communication agencies that can influence employee engagement?” To address this question, a mixed-methods approach was adopted. First, two exploratory interviews were conducted with employees from different communication agencies to deepen the qualitative analysis of internal dynamics and communication practices within their companies. Additionally, a questionnaire survey was administered to employees of communication agencies in Portugal to gather perceptions on current practices and the factors that promote or hinder their engagement. The results revealed that internal communication practices aligned with employees’ needs, such as the use of effective digital channels and the encouragement of feedback sharing, are perceived as crucial for increasing engagement. However, challenges such as information overload and a lack of message personalization were identified. This study also highlights the relevance of creating and implementing well-structured internal communication strategies as a differentiating factor in enhancing team engagement and productivity within communication agencies, emphasizing the importance of innovation and humanization in internal management practices.

Date of Award	4 Apr 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)