COMMUNICATION TECHNIQUES IN

Tourist Reception
Module 2: Communication and Image in
Organizations

34 hours = 46 times
 PRESENTATION

In this module, students are expected to acquire a set of

knowledge related to communication and information processing
inside the company.
The contents of this module will provide the student with the acquisition of a
set of skills that allow you to understand the importance that the
the mastery and proper application of communication techniques have in the creation of
consolidation of the image of organizations / companies. It is intended to be
able to cope with professional wear and psychological breakdowns that, in the
it is the era of technology and social upheavals, easily influencing in a way
negative or the performance of these technicians. Being tourism an sector
professionals where people are key to the success of companies
that operate in this industry, the knowledge of
the influence that the behavior and image of organizations have on building
the solidification of the attractiveness of the destinations.
 Learning Objectives

Understanding the importance of communication in organizations

Identify the communication channels
Describe the communication processes
Understanding the importance of feedback in communication
Recognizing the importance of information in terms of business management
Analyze the role of internal and external communication
Understanding the importance of internal and external information
Distinguish formal communication from informal communication
Identify the main advantages and requirements of written and non-written communication.
writing
Prepare documents for internal and external recipients
Selecionar e adequar em cada momento o tipo de comunicação a utilizar em
regarding the different recipients.
 SCOPE OF CONTENTS

1. Communication in the company

1.1. The communication process
1.2. The purposes of business communication
1.3. Types of communication
2. Communication practices in a business context
2.1. Written communication
2.2. The commercial and administrative language
3. O tratamento da correspondência
3.1. The correspondence circuit
4. The production of information through computer means
4.1. Areas of application of information and communication technologies
4.2. The implications of information and communication technologies on
organizations
4.3. The Internet from an organizational perspective
4.4. The new forms of work
4.5. A project management software application
SEARCH

Advertising;
Sales promotion;
Direct marketing;
Merchandising;
Personal service;
Telephone Service
1.1.0 communication process

To communicate means to put in common, associate, enter into relation,

establish ties, make common, share. Exchange of ideas, opinions
and messages. Thus, communication is an exchange of
information between subjects or objects.
It is a spontaneous phenomenon that is used without realizing it and that
it hides a very complex process, in which the
the following nuclear elements: emitter, receiver, message,
code, channel and context. No communicative act is possible in the
absence of any of these elements.
Language and communication are closely linked, as the
language is the means that allows communication. Thus, language
it is a system (articulated set) of signs that, when combined between
Yes, we can produce an infinite multiplicity of meanings.
Language can be grouped into:

VERBAL LANGUAGES, which use words;

NON-VERBAL LANGUAGES, which do not use words;
MIXED LANGUAGES, which use simultaneously the
verbal and non-verbal language.

Painting and drawing are non-verbal languages, while

comics, cinema, television, and graphic design
mixed languages.

Thus, those who cannot read (understand written verbal language)

will not be able to understand the news communicated in a newspaper or
in a magazine, but you can appreciate a painting or a picture.
1.2. The purposes of business communication
Business communication is the form of communication that encompasses
contents related to the daily administration, whatever it may be.
In the 1960s, corporate communication was confused with
public relations and advertising. At the external level, the essential passed
through sales; at the internal level, the main concern was the maintenance of
a good relational environment.

In the 1970s, the economic crisis caused companies to feel

need to create new products that respond to the desires of
clients, making "customer orientation" the great objective of
company. It is at this time that marketing as a function intensifies.
integrated business. Not only production is important, but also its
global image before the public.
The company's global communication can be summarized in four aspects:

1. The company's own identification systems:

product naming and branding policy;
visual and sound identification systems: logo, graphic line, jingle,
etc.

2. The commercial communication system:

advertisement
sales promotion;
direct marketing;
merchandising;
personal service;
telephone assistance.
3. The membership communication system:

external communication: institutional, financial, and recruitment;

internal communication: for employee motivation and comparisons
with the competition.

4. The audit and control system:

understand the observation of markets, technology, and competition
as well as the systematic measurement of the effects of communication and concern

to dialogue.
Internal and external communication

Without the use of communication, companies would hardly be able to

outline strategic plans for the achievement of objectives.
It can be said that communication plays a fundamental role in
internal and external dynamics of a company, contributing to a more
easy interaction and performance of individuals.
From this perspective, communication is based on two essential functions for the
your global activity, which is the promotion and coordination of communication
internal and external.
Internal communication

Internal communication refers to all the activities carried out in

organizational context. In this scope, the activities stand out, particularly,
of selection and distribution of news, the production and management of content
multimedia, the organization of training activities, such as seminars and
workshops, and there is still the conception and development of related proposals
with cultural development.

It is used for propaganda, advertising, or simply for communication.

Meeting - physical gathering of people.
The survey - the statistical survey is used to collect information.
quantitative in the fields of marketing, or political polling, and research,
in social sciences. A survey may focus on opinions or information
factual, depending on your objective, but all surveys involve the
questionnaire to a certain number of individuals. When the questions are
placed by a researcher, the survey is referred to as an interview or
inquérito. Quando as questões são administradas pelo respondente, o inquérito
is called a self-administered questionnaire or survey.
Internal communication aims to promote communication channels
clear and open at all levels of the company, aiming to promote a correct
understanding of your environments and objectives.

These channels are immensely useful for gaining greater commitment from
collaborators with the achievement of the proposed objectives and with the search
continuous improvements.

Knowing that the cost to acquire a new customer is much higher than for
keeping a current customer satisfied is "expressly forbidden" to let them go.
feel abandoned, under the threat of losing them to the competition.
Various means can be used for internal communication:
Letter - the most important postal element, made up of sheets of paper
inserted in an envelope, sealed and sent to the recipient by postal mail.

Email, or electronic mail, is a method that allows sending and receiving

messages over the Internet. Accessible to an increasing number of
people, became the most usual, economical and quick method of transmitting
information.

Internal note written - written communication that circulates among employees,

collaborators or other interested or involved parties in the organization.

Telephone - an oral communication instrument widely used that allows

the transmission of fast and economical information. It allows for conversation
"direct" among various participants has the advantage of having an immediate return.

Memo - a form of written communication between units/sections of a

company, being used as a tool that speeds up the transmission of
information.
Newsletter - a term that designates internal newspaper or informational bulletin. It is a type
of a document (in paper or digital format) that transmits information,
typically on a specific theme or subject. Some companies use it
to provide news and information about products, services, customers,
employees, etc.

Service order - it is an internal communication that transmits guidelines for

the operation of the company, usually signed by the employees
who it is intended for, in order to prove that they have taken notice.

Promotional film - a communication tool that combines image and the

It is carried out with the aim of commercial diffusion, making products known.
or services of a company.

Oral communication - in the hospitality industry, is often referred to as

briefing, consisting of the oral transmission of information to guide action
of the company's collaborators.
Poster (graphics, indications, signage, etc.) - the poster is a support,
normally on paper, affixed in a way that it is visible in public places. The
its main function is to disseminate information visually.
It is used for propaganda, advertising, or simply for communication.

Meeting - physical gathering of people.

Survey - the statistical survey is used to collect quantitative information.

in the fields of marketing, or political polling, and research, in the sciences
Surveys can focus on opinions or factual information,
depending on your objective, but all surveys involve the questionnaire to
a certain number of individuals. When the questions are asked by a
pesquisa-dor, o inquérito é designado por entrevista ou inquérito. Quando as
issues are administered by the respondent, the survey is called
self-administered questionnaire or survey.
External communication

External communication encompasses all information that is related

with the activities that the company develops. This information goes in
sense of promoting the company's image, namely through the
disclosure in the press of the events that it carries out. These actions
are developed around the management of your institutional image and are
associated with the themes and concepts that formalize them. It is communication
made for the general public, usually to showcase the products
marketed and attract or retain customers.
Among the most common external communications in a business context of this-
cam-se:

annual accounts of companies, sent periodically to shareholders;

financial information for tax or other purposes;

information to customers about the products sold or events

to carry out;

communications to suppliers to request or provide information about

new products;

etc.
A company's external communication can be done in several ways, with
written, oral or visual resources. Among the most common are referred to:
letter
telephone
fax;
poster
newsletter
discussion forum, teleconference and videoconference;
Email;
inquiry;
internet
social event
movie.
Public relations

It is the planned and continuous activity to establish and maintain understanding.

mutual between an institution and the groups of people it is directly or
indirectly linked.

Thus, the PR is the professional responsible for the company's internal communication.
e externa, e pela imagem dela perante o seu público. Para saber o que o público
Think or wait for the company, various tools can be used for it.
communicate, among which the blogs.
Some of the objectives of Public Relations are:

build, maintain or reform the positive reputation of an institution;

to think and manage the organization's relationships with all its audiences;
manage crises;
plan and organize events within the institutional and organizational concept,
aiming at strategic public relationship objectives;
promote public opinion research;
plan and produce institutional publications;
develop activities for relationship with the press;
develop activities to engage with the community (policies of
social responsibility
develop activities for community engagement (policies for
social responsibility)
reconcile public interest, or align with it, the aspects of a conduct
individual or institutional that has social significance;
be attentive to the behavior of target audiences; attract investors;
highlight the contributions of the company to local, regional and
national.
Whatever the audience for which the communication is intended, the company has available
from a wide range of means:

personal contacts - meetings, clubs, participation in congresses or

seminars, etc.;
events or occurrences - contests, exhibitions, participation in fairs,
halls, sports events, etc.
press conferences - instruments used to inform the media
communication. They consist of an interview given to a group of journalists;
company publications - annual reports, brochures and flyers, articles in
magazines, internal newspaper, etc.;
sponsorships or sponsoring - financial support for sports, social events
or cultural;
patronage - term that denotes the financial support offered by a patron,
wealthy and influential person or institution, to artists, scientists or athletes
with the aim of promoting society in the cultural and scientific domains
sports, among others, through the activities undertaken by the
recipients. Although it is a selfless support, the person or
the benefitted entity often dedicates the produced work to its patron,
paying tribute to him and consolidating his social status.
1.3. Types of communication
Formal and informal communication

Organizational communications differ in terms of their formality. The

Formal communications are official, while informal ones are not.
The two communications take place in different ways, in situations
own and with specific projects. Formal networks are vertical and follow the
hierarchy of the company and/or institution, that is, they depict the chain of authority.

Informal communication cannot be planned by the organization, it escapes its

domain; it simply happens, materializes in a parallel way or on top of
placing itself in official communication. As it is not official, it is assumed to be critical,
boato, comentário, desabafo, avaliação, elogio, criatividade, informação,
questionnaire, etc. It is updated in the corridors, cafeterias and locker rooms, in the stores,
streets, houses, gatherings, meetings/encounters, etc.

Informal networks flow in any direction, often passing through

top of the levels of authority.
Professionals often worry much more about the formal network. The network
informal is always relegated to the background; however, it is necessary to have a lot
care and understanding with the informal network, as it is through it that the leaks occur
Sentiments of the internal audience. (see Danone case)

Informal communication is no less important for organizations than the formal one.
formal, it can be stated that, in many cases, the unofficial is more credible than
What the official. For example, think of the rumors that arose from a suspicion.
or information (true or not), spreads at the "speed of light" all over the
organization and that often require large investments to nullify. From
In a way, it's as if formal communication comes to the public to account for itself.
about organizational ideas and behaviors or even to justify them.
The most commonly used formal downward communication channels are:

command chain - the hierarchical line is the main communication channel

used and can take the form of oral and written communication, being the most ...
frequent personal face-to-face contact. Written communications are
usually used for more relevant matters. The middle managers
are very important in this channel, so that workers receive the
information as real as possible;

the notices and announcements distributed or posted -- the posting of notices and
Communications serve to convey important information. This channel should be
considered supplementary, as sometimes they are not read or because they are affixed
for a long time, they may become outdated.

the company newspaper - is normally used by large companies

dimension and is intended to convey information about new products, policy and
evolution of the company or matters of interest to employees. Some
information - recreational and cultural activities, awards or championships in
that there was participation, employees who complete a certain number of years
of service, etc.;
 the communications included in the pay slips are another channel that,
used in balance, may have interest, since everyone reads them;

Handbooks or pamphlets are mainly used to inform the

new company members, the general aspects of its operation and policies
of the company in terms of human resources;

the annual report - contains the accounts and information about the activity of
company throughout the year, reflecting the management's position. It is mainly intended for,
it is of interest not only to shareholders but also to employees and other partners;

voice and image recordings convey messages that bring people closer
top management of employees. Examples of these communication channels are
the videoconference, the videotext, or the data teleprocessing.