Comunicação digital e inovação aberta em empresas públicas: o caso da Embrapa Agroenergia

• Ano de defesa: 2021
• Autor(a) principal: Silva, Lilian Matheus
• Orientador(a): Marcondes, Ciro Inácio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Comunicação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Agroenergia; Mídias digitais; Inovação aberta; Comunicação digital
• Palavras-chave em Inglês: Digital communication; Open innovation; Digital media; Agroenergy
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/3109

This paper presents an overview of organizational communication at Embrapa and how the action planning is being revised to follow the implementation of new business models at the Company. Communication actions now incorporates marketing and market strategies, as in the private sector, to act closer to the productive sector. Theories and schools of communication are approached with the aim of confronting the academic approach with the work routine of Embrapa Agroenergia, where a new research and development management now focuses increasingly on closing partnerships with private companies. It will also explain the daily difficulties to prospect partners and the effort in digital media to reach new customer segments. The methodology follows a bibliographic and documentary research together with an exploratory survey based on a qualitative approach applied with startups in the agricultural sector. Data shows that society recognizes the importance of Embrapa, despite being unable to distinguish the specificities of each research center, usually generalizing its activities. This general and superficial public knowledge harms the search of partnerships, as information on specific research developed by Embrapa Agroenergia gets lost among other information reaching the public, From the data collected, there is a need to reposition the institutional and technical image of Embrapa Agroenergy. It should present itself to stakeholders as a public company, active in the market of biomass, biofuels and bioproducts, with mechanisms to carry out research in partnership with the productive sector. In this sense, it was proposed a review in the communication strategy adopted by Embrapa Agroenergia and carried out four communication and marketing campaigns that contributed to achieve its goals.