25. Rituals and the Leaderships: Cases of Strategic Use of Communication Campaigns for the Employees

With the evolution of employee’s communication, the campaigns to the corporate audience start to have a more relevant role in the organizations: to provide passage rituals capable of tracing lines between the past and the future—lines that can be demarcated with the use of teasers, powerful resources in the involvement of the middle leadership. The author describes in this essay three cases lived by him during his work as a general manager in Invitro agency, in which the use of teasers in the campaigns, associated to the involvement of the leaderships, was crucial for achieving, or even exceed, the expected results. The three following cases were experimented by the author during the 20 years of his career, being the last decade in charge of Invitro agency, specialized in employee communications. These stories illustrate how internal campaigns that associate teasers (or pre-launch communication strategies) with the work of middle management leaders can change radically the perception of the social groups that had an impression by them.