Plano dinâmico: Modelo de plano de comunicação para empresas de pequeno porte

Abstract

This report presents a proposal for a communication plan for small businesses, called an adaptable, flexible, strategic, and dynamic communication plan, aimed at small business entrepreneurs, which can provide the choice of a communication strategy. For this purpose, a market research questionnaire was developed and sent to 24 small business entrepreneurs. With the support of specialized literature in the field, an evaluation of similar projects was carried out, which allowed for the research of other related studies, articles, and initiatives that were conceived and put into practice. This allowed for the identification of what proved effective and what did not work in such enterprises, thus avoiding the repetition of mistakes and enabling the adoption of the best available practices. In addition, relevant information was obtained for decisionmaking regarding the project in question, and research and conventional literature related to communication, media, and small businesses were consulted. The crucial importance of communication strategies in the operations of contemporary companies cannot be denied. The absence of a strategic approach in the sphere of communication undoubtedly severely compromises the effectiveness of promotional initiatives and, consequently, adversely affects the progress and sustainable development of organizations. In an increasingly dynamic and competitive business world, communication strategies play an essential role. The ability to communicate effectively with diverse audiences and stakeholders is a valuable asset. It is through the implementation of well-conceived communication strategies that companies can achieve visibility, build a strong brand image, and establish lasting relationships with customers, partners, and the community at large. Based on this, this paper describes the development of a communication plan model aimed at small businesses, which can be implemented to meet the needs of entrepreneurs.