Inovação em processo: a implementação da Lean Inception como metodologia de trabalho em relações públicas

Abstract

This experimental project aims to propose a strategic planning process based on an articulation of the Lean Inception methodology for Public Relations. Therefore, the study was developed with the intention of projecting an agile and iterative planning process, which has a publiccentered design and a focus on the development of products that achieve an organization's communication and business objectives. Following the guidelines of Design Science Research, a research methodology that operationalizes the construction of knowledge in order to enable the construction of artifacts that are the solution to a problem, the project resulted in a method that presents a step by step of how the implementation from Lean Inception can contribute to the Public Relations strategic planning process, so that it is developed effectively within an organizational environment that requires agility in its processes.