PLANEJAMENTO ESTRATÉGICO DE COMUNICAÇÃO COM APOIO À VALORIZAÇÃO DA MEMÓRIA INSTITUCIONAL DA CENTENÁRIA ASSOCIAÇÃO CASA DA CRIANÇA DE SANTOS

Abstract

This article presents a strategic plan of communication to support the appreciation of Associação
Casa da Criança de Santos and its memories. The client was chosen due to its
long trajectory, which was focused on helping and assisting children and the city of Santos,
besides having the ethical and political principle of caring, educating and solidify its their
role within its community. This work has as its purpose the appreciation of the institutional
memory by remembering its history, besides that, it also seeks to develop afluid and clear
communication with the public. To accomplish these goals, it hasbeen used Public Relations
techniques that assist and help to build andmaintain an enduring reputation which is
strengthened by the institutionalmemory and acts to perpetuate a third sector organization.
This way, the study uses an opinion research with the Baixada Santista citizens as a measurementof
the institution needs, with the purpose of bringing innovations for theiraudience.
Therefore, it was developed three sets of actions, which were dividedin: image and identity,
memory and historical responsibility, and relation with stakeholders, presenting a set of action
that preserve its essence, with the intention of innovating and polishing the communication
with the public, using strategies that aim expanding the relation with the community.