Mudança cultural e a responsabilidade das Relações Públicas

Abstract

This work discusses issues related to the process of cultural change in organizations, to demonstrate that a lot has currently been said about organizational performance. Changes are seen as effective only when they affect the essence, the values, and the way human relationships take place, and to make this happen, communication is fundamental. Thus, this study stresses the role of Public Relations in intervening strategically in the culture of organizations.