A escuta organizacional: uma proposta conceitual
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- Articles
- Enviado: fevereiro 1, 2018
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Publicado: junho 14, 2019
Resumo
A presente pesquisa apresenta a escuta como um elemento da comunicação que deve ser administrado nas organizações que enfrentam uma sociedade em constante mudança e na qual é importante conhecer a opinião dos públicos que interagem com ela. A escuta, entendida como um intangível, soma-se a outros pontos que atualmente ganham relevância nas instituições, como a reputação, a imagem, a identidade, a responsabilidade das corporações, entre outros. Este estudo pretende mostrar quais são, até o momento, as características e elementos mais relevantes da escuta organizacional. A pesquisa é feita por meio de uma análise efetuada a partir da teoria e que resenha as principais colaborações realizadas a partir da disciplina da comunicação. A escuta como tema de indagação não apresenta um corpo de pesquisa amplo para poder sustentar suas bases, mas está em desenvolvimento. No entanto, sua importância é inferida diretamente a partir da análise de antecedentes em algumas correntes disciplinares. Para efeito deste estudo, foram revisadas proposições feitas a partir da comunicação estratégica, das relações públicas, do marketing relacional e da comunicação organizacional. A partir da análise teórica, esta pesquisa sobre a escuta propõe como colaboração à disciplina da comunicação uma definição do que é a escuta organizacional e quais são os elementos mais relevantes: a escuta faz parte de um processo contínuo e sistemático nas organizações, que requer diferentes instrumentos para ser realizado, que busca conhecer os diferentes públicos com que a instituição se relaciona e que deve ser um fator importante a ser considerado de modo que as instituições sejam sustentáveis no tempo.
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Cumming, J. (2001). Engaging stakeholders in corporate accountability programmes: a cross-sectoral analysis of UK and transnational experience. Business Ethics: A European Review, 10(1), 45–52.
Dolphin, R y Fan, Y. (2000).Is corporate communications a strategic function? Management Decision, 38(2), 99–107. doi.org/10.1108/00251740010317450
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Grönroos, C. y Gummerus, J. (2014). The service revolution and its marketing implications: service logic vs. service-dominant logic. Managing Service Quality, 24(3), 206-229.
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Gutiérrez, E. (2012). Principios de profesionalización para la gestión comunicativa de instituciones. Bases para un nuevo modlo. En E. Peña, P. Pacheco y M. Martínez (Eds.), Comunicación institucional y política (pp. 377–392). Madrid: Fragua.
Gutiérrez, E. (2010). ¿Gobierno corporativo y comunicación empresarial. ¿Qué papel cumplen los directores de comunicación en España? Palabra Clave, 13(1), 147–160.
Heywood, C. y Smith, J. (2006). Integrating stakeholders during community FM’s early project phases. Facilities, 24, 300-313.
Heath, R. et al. (2006). The process of dialogue. Management Communication Quartely, 19(3), 341–375. doi.org/10.1177/0893318905282208
Heath, R. y Coombs, W. (2006). Today’s public relations : an introduction. Nueva York: Sage Publications.
Imhof, M., Välikoski, T., Laukkanen, A. y Orlob, K. (2014). Cognition and interpersonal communication: The effect of voice quality on information processing and person perception. Studies in Communication Sciences, 14(1), 37-44.
Jakson, K. (2010). Engagement of Organizational Stakeholders in the Process of Formulating Values Statements. Atlantic Journal of Communication, 18, 158–176. doi.org/10.1080/15456871003742138
Kujala, J., Lehtimäki, H. y Myllykangas, P. (2017). Value Co-creation in Stakeholder Relationships: A Case Study. In Stakeholder Engagement: Clinical Research Cases, 46, 15-30.
Ledingham, J. y Bruning, S. (1998). Relationship management in public relations: Dimensions of an organization- public relationship. Public Relations Review, 24, 55–65.
Lewis, L., Hamel, S. y Richardson, B. (2001). Communicating change to nonprofit stakeholders: Models and predictors of implementers’ approach. Management Communication Quarterly, 15(1), 5–41.
Lindberg, Ki y Grönroos, C. (2004). Conceptualising communications strategy from a relational perspective. Industrial Marketing Management, 33, 229–239. doi.org/10.1016/j.indmarman.2003.10.012
Llano, A. (1988). La nueva sensibilidad. Madrid: Universidad de Madrid.
Kent, M. y Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21–37.
Kelly, C.M. (1975). Empathetic listening. En R.L. Applbahum, O.O. Jenson y R. Carroll (Eds.), Speech Communication: A basic Anthology. Nueva York: MacMillan.
Maben, S., y Gearhart, C. (2017). Organizational Social Media Accounts: Moving Toward Listening Competency. International Journal of Listening, 32(2), 1–14. doi.org/10.1080/10904018.2017.1330658
Macnamara, J. (2014). Organisational listening: A vital missing element in public communication and the public sphere. Asia Pacific Public Retiones Journal, 15(1), 89–108. Recuperado de https://novaojs.newcastle.edu.au/apprj/index.php/apprj/article/view/45
Macnamara, J. (2016). Organizational listening. The Missing Essential in Public Communication. Nueva York: Peter Lang Publishing.
Macnamara, J. (2017). Toward a Theory and Practice of Organizational Listening. International Journal of Listening, 32(1), 1–23. doi.org/10.1080/10904018.2017.1375076
Palmatiere, R. (2008). Relationship Marketing. Cambridge: Marketing Science Institute.
Pearson, R. (1989). Business ethics as communication ethics: Public relations practice and the idea of dialogue. Public relations theory, 27(2), 111-131.
Pérez, R. (2013). ¿Es su estrategia la misma que la mía? De cómo la NTE convierte a la estrategia en una disciplina para la articulación social. Razón y Palabra, (86), 26-59.
Rindova, V. y Fombrun, C. (1999) Constructing competitive advantage: The role of firm-constituent interaction. Strategic Management Journal, 20(8), 691–710.
Rogers, C. y Roethlisberger. F.J. (1952). Barriers and Gateways. Harvard Business Review. Recuperado de: https://hbr.org/1991/11/barriers-and-gateways-to-communication
Johansen, T. y Nielsen, A. (2011). Strategic stakeholder dialogues: a discursive perspective on relationship building. Corporate Communications: An International Journal, 16(3), 204-217.
Taylor, M. y Kent, M. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384–398.
Theunissen, P. y Noordin, W. (2012). Revisiting the concept “dialogue” in public relations. Public Relations Review, 38(1), 5–13.
Argenti, P., Howell, R. y Beck, K. (2005). The strategic communication imperative. MIT Sloan Management Review, 46(3), 83.
Argenti, P. (2014). Comunicación estratégica y su contribución a la reputación. Madrid: LID Editorial Empresarial.
Astudillo, W. y Mendinueta, C. (2005). ¿ Cómo mejorar la comunicación en la fase terminal? Ars Médica, Revista de Ciencias Médicas, 34(2), 61-85.
Ballantyne, D. y Varey, R. J. (2008). The service-dominant logic and the future of marketing. Journal of the Academy of Marketing Science, 36(1), 11-14.
Bourne, L. y Walker, D. (2005). Visualising and mapping stakeholder influence. Management Decision, 4, 649-660.
Botan, C. y Hazleton, V. (2010). Public relations theory II. Londres: Routledge.
Botan, C. y Taylor, M. (2004). Publics relations: State of the field. Journal of Communication, 54(4), 645–661.
Brunner, B. (2008). Listening, Communication y Trust: Practitioners´Perspectives of Business/Organizational Relationships. International Journal of Listening, 22, 73-82.
Bruning, S. D. y Ledingham, J. A. (1998). Relationships between organizations and publics: Development of a multi-dimensional organization-public relationship scale. Public relations review, 25(2), 157-170.
Burnside, J. (2011). The dark side of stakeholder communication: Stakeholder perceptions of ineffective organisational listening. Australian Journal of Communication, 38(1), 121–147.
Burnside, J. (2012). Listening and participatory communication: A model to assess organization listening competency. International Journal of Listening, 26(2), 102-121.
Capriotti, P. (2007). El concepto de relación como fundamento de la naturaleza de los públicos en relaciones públicas. Sphera Pública, (7), 65-80. Recuperado de http://www.redalyc.org/html/297/29720421005/
Caywood, C. (2012). The stakeholder concept. In Strategic Public Relations and Integrated Marketing Communication. Nueva York: McGraw Hill.
Cornelissen, J., Durand, R., Fiss, P., Lammers, J. y Vaara, E. (2015). Putting communication front and center in institutional theory and analysis. Academy of Management Review, 40, 1, 10–27. doi.org/10.5465/amr.2014.0381
Cornelissen, J. (2011). Corporate Communication. A guide to theory and Practice (3a Ed. ). Londres: SAGE Publications Ltd.
Cooper, L.(1997). Listening competency in the workplace: a model for training. Business Communication Quarterly, 60(4), 75-84.
Cumming, J. (2001). Engaging stakeholders in corporate accountability programmes: a cross-sectoral analysis of UK and transnational experience. Business Ethics: A European Review, 10(1), 45–52.
Dolphin, R y Fan, Y. (2000).Is corporate communications a strategic function? Management Decision, 38(2), 99–107. doi.org/10.1108/00251740010317450
Falkheimer, J. y Heide, M. (2018). Strategic Communication: An Introduction. S. l.: Amazon.
Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach. Boston: Pitman Publishing Inc.
Flynn, J., Valikoski, T. y Grau, J. (2008). Listening in the Business Context: Reviewing the State of Research. International Journal of Listening, 22(2), 141–151. doi.org/10.1080/10904010802174800
Floyd, J. J (1985). Listening: A Practical Approach. Glenview:Scott Foresman.
Finne, A y Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, 51(3), 445–463. doi.org/10.1108/ EJM-08-2015-0553
Gao, S. y Zhang, J. (2006). Stakeholder engagement, social auditing and corporate sustainability. Business Process Management Journal, 12(6), 722-740.
Glenn, E.(2009). A Content Analysis of Fifty Definitions of Listening. International Listening Association Journal, 3(1), 21–31. doi.org/10.1207/s1932586xijl0301_3
Grönroos, C. y Gummerus, J. (2014). The service revolution and its marketing implications: service logic vs. service-dominant logic. Managing Service Quality, 24(3), 206-229.
Grunig, J. E., & Hunt, T. T. (1984). Managing Public Relations CL. J. E. Grunig, & T. Hunt, Managing Public Relations CL. Cengage Learning.
Grunig, J. y Hunt, T. (1984). Managing Public Relations CL. Nueva York: Holt McDougal
Gutiérrez, E. (2012). Principios de profesionalización para la gestión comunicativa de instituciones. Bases para un nuevo modlo. En E. Peña, P. Pacheco y M. Martínez (Eds.), Comunicación institucional y política (pp. 377–392). Madrid: Fragua.
Gutiérrez, E. (2010). ¿Gobierno corporativo y comunicación empresarial. ¿Qué papel cumplen los directores de comunicación en España? Palabra Clave, 13(1), 147–160.
Heywood, C. y Smith, J. (2006). Integrating stakeholders during community FM’s early project phases. Facilities, 24, 300-313.
Heath, R. et al. (2006). The process of dialogue. Management Communication Quartely, 19(3), 341–375. doi.org/10.1177/0893318905282208
Heath, R. y Coombs, W. (2006). Today’s public relations : an introduction. Nueva York: Sage Publications.
Imhof, M., Välikoski, T., Laukkanen, A. y Orlob, K. (2014). Cognition and interpersonal communication: The effect of voice quality on information processing and person perception. Studies in Communication Sciences, 14(1), 37-44.
Jakson, K. (2010). Engagement of Organizational Stakeholders in the Process of Formulating Values Statements. Atlantic Journal of Communication, 18, 158–176. doi.org/10.1080/15456871003742138
Kujala, J., Lehtimäki, H. y Myllykangas, P. (2017). Value Co-creation in Stakeholder Relationships: A Case Study. In Stakeholder Engagement: Clinical Research Cases, 46, 15-30.
Ledingham, J. y Bruning, S. (1998). Relationship management in public relations: Dimensions of an organization- public relationship. Public Relations Review, 24, 55–65.
Lewis, L., Hamel, S. y Richardson, B. (2001). Communicating change to nonprofit stakeholders: Models and predictors of implementers’ approach. Management Communication Quarterly, 15(1), 5–41.
Lindberg, Ki y Grönroos, C. (2004). Conceptualising communications strategy from a relational perspective. Industrial Marketing Management, 33, 229–239. doi.org/10.1016/j.indmarman.2003.10.012
Llano, A. (1988). La nueva sensibilidad. Madrid: Universidad de Madrid.
Kent, M. y Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21–37.
Kelly, C.M. (1975). Empathetic listening. En R.L. Applbahum, O.O. Jenson y R. Carroll (Eds.), Speech Communication: A basic Anthology. Nueva York: MacMillan.
Maben, S., y Gearhart, C. (2017). Organizational Social Media Accounts: Moving Toward Listening Competency. International Journal of Listening, 32(2), 1–14. doi.org/10.1080/10904018.2017.1330658
Macnamara, J. (2014). Organisational listening: A vital missing element in public communication and the public sphere. Asia Pacific Public Retiones Journal, 15(1), 89–108. Recuperado de https://novaojs.newcastle.edu.au/apprj/index.php/apprj/article/view/45
Macnamara, J. (2016). Organizational listening. The Missing Essential in Public Communication. Nueva York: Peter Lang Publishing.
Macnamara, J. (2017). Toward a Theory and Practice of Organizational Listening. International Journal of Listening, 32(1), 1–23. doi.org/10.1080/10904018.2017.1375076
Palmatiere, R. (2008). Relationship Marketing. Cambridge: Marketing Science Institute.
Pearson, R. (1989). Business ethics as communication ethics: Public relations practice and the idea of dialogue. Public relations theory, 27(2), 111-131.
Pérez, R. (2013). ¿Es su estrategia la misma que la mía? De cómo la NTE convierte a la estrategia en una disciplina para la articulación social. Razón y Palabra, (86), 26-59.
Rindova, V. y Fombrun, C. (1999) Constructing competitive advantage: The role of firm-constituent interaction. Strategic Management Journal, 20(8), 691–710.
Rogers, C. y Roethlisberger. F.J. (1952). Barriers and Gateways. Harvard Business Review. Recuperado de: https://hbr.org/1991/11/barriers-and-gateways-to-communication
Johansen, T. y Nielsen, A. (2011). Strategic stakeholder dialogues: a discursive perspective on relationship building. Corporate Communications: An International Journal, 16(3), 204-217.
Taylor, M. y Kent, M. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384–398.
Theunissen, P. y Noordin, W. (2012). Revisiting the concept “dialogue” in public relations. Public Relations Review, 38(1), 5–13.
Como Citar
Claro M., C. (2019). A escuta organizacional: uma proposta conceitual. Anagramas Rumbos Y Sentidos De La Comunicación, 17(34), 239-253. https://doi.org/10.22395/angr.v17n34a12
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