A comunicação interna como um instrumento de promoção da qualidade: estudo de caso em uma empresa global de comunicação

Despite the wide adoption of quality management systems and standards recognized all over the world by organizations, little attention has been given to internal communication practices which may contribute to an organization-s quality promotion. If an organization wants its members to commit to the delivery of good quality products and services, the individuals must receive information that enables them to understand and accept their individual and collective roles in this process. This research seeks to understand how internal communication can be utilized as a quality promotion instrument. The investigation was conducted through the case study method with the contribution of a global communication company. The results obtained enabled the identification of the combined determinant factors to be considered in the use of internal communication as a quality promotion instrument, with proposals focused on: segmentation of internal public; language coherence; strategic use of visual resources; results communication; development of a quality culture, and the understanding of internal communication as a process.