17. Planning and Measurement: Propositions for the Strategic Work of Employee Communications

In this essay, the authors propose a reflection about the strategic work of employee communications from an adequate planning elaboration. By resorting to market research data and bibliographical reviews, which allows a better understanding and exemplification, the essay is divided into three parts: the research (diagnosis), the planning itself, and the evaluation and measurement of results. With special attention to this last topic, however, the authors offer a series of tips that may contribute to the creation of an adequate methodology to each organizational reality. In July 2014, the Brazil national football team was defeated by the German team in the semifinals of the world cup, hosted in Brazil. Unfortunately, it was not a simple defeat. Brazil lost by 7-1.