O papel da comunicação interna no desenvolvimento e reforço da responsabilidade social Interna nas organizações

: estudo de caso no Banco BPI

Abstract

Considered an extremely important theme in contemporary organizations, internal social responsibility now takes a central role in development and evolution, contributing to and cooperating with the phenomenon of humanizing organizations. Another element considered essential for both organizations and individuals and groups themselves is communication, as it enables and stimulates our existence as human beings by making the transmission and
comprehension of ideas and information possible. In this context, in order for organizations to communicate their practices of social responsibility to their employees, stimulating their awareness and participation, the field of internal communication plays a powerful and fundamental role in the dissemination and
strengthening of values and principles related to internal social responsibility.
This dissertation seeks to understand the role assumed by internal communication in the development and reinforcement of practices of internal social responsibility in organizations, through a case study conducted at Banco BPI. The three theoretical chapters address concepts related to organizations, communication, and the theme of social responsibility. Methodologically, a mixed methodology was used, combining document analysis and exploratory interviews (qualitative method), along with the administration of a questionnaire survey (quantitative method). The main results of this study highlight, on one hand, the growing necessity and relevance of adopting effective and socially responsible communicative approaches that provide mutual benefits for both the organization and its employees. On the other hand, these approaches should be transparent and empathetic, capable of solidifying a strong organizational culture focused on people, creating space to identify their concerns and
address their needs.

Date of Award	18 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)