THE IMPACTS OF DEFICIENT INTERNAL COMMUNICATION IN THE ORGANIZATIONAL ENVIRONMENT OF COMPANIES OPERATING IN THE COMMUNICATION MARKET OF FORTALEZA/CE

Abstract

The main objective of this study is to identify the impacts of poor internal communication on the organizational environment. The research involved a comprehensive literature review and the application of a questionnaire in three companies in the communications sector in Fortaleza/CE. This study used a qualitative approach to investigate internal communication in companies. The sample consisted of three medium-sized companies, selected for convenience and availability to participate in the study. A structured questionnaire containing open-ended questions was used to collect data and was applied to employees of the selected companies. The research revealed that poor internal communication can result in demotivation, disengagement, conflicts and a negative perception of the company both internally and externally. In addition, the lack of effective communication directly impacts the efficiency of administrative processes and the competitiveness of the organization. On the other hand, effective internal communication promotes a collaborative and transparent work environment, improves the organizational climate, increases productivity and strengthens the company's image and reputation. Strategies such as diversifying communication channels, using digital technologies and training managers and employees are essential to improve internal communication. The conclusion of this study highlights the importance of investing in effective internal communication practices to ensure the success and sustainability of organizations. Internal communication is a prerequisite for the proper functioning of any company, directly influencing its ability to innovate, adapt to changes and meet market demands.