Comunicação interna e storytelling: estudo do projeto “dia de reflexão” da empresa Vale

Abstract

This job analyzes the use of Storytelling as a strategy of approach between the organization and the internal public, based on the analysis of the audiovisual produced by the company Vale in the year 2016, for the project "Day of reflection". In this study, issues related to internal communication and their importance for the development of the organization are discussed, as well as Storytelling as a strategy that is growing in the organizational environment. We used methodological tools such as bibliographic research, documentary analysis and the case study to develop this study, applying the proposal of Storytelling structuring matrix in the audiovisual "Why take risks?" Of the company Vale S / A, thus visualizing the form with that the company used this strategy to draw the attention of the internal public to the awareness against accidents in the environment where they work. The study demonstrated that through the use of this format it is possible to use new technologies in a more intelligent and effective way, working internal communication in a strategic way, in favor of the interests to be contemplated by the organization, planning actions of internal communication with the use of the Storytelling ways to work on engaging individuals.