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Strategic communication: key element for the visibility and impact of innovation processes in organizations

Abstract:

Communication is a strategy and instrument that ensures the assimilation, acceptance, and diffusion of conceptions about the represented object, favoring the visibility of the innovation process. Thus, in an exploratory way, through a bibliographic review, we seek to reflect on the role of communication in the innovation processes of organizations, finding a strategy of visibility and social representation, and innovation to form a structure consistent with such reflection. It is observed that individuals, when faced with innovation in organizations, build a logical and ordered set of perceptions about the innovation process supported by technology that allows them to understand and confront it, creating a social representation of that reality.