Mapeamento da comunicação nas organizações bauruenses: verificando o empoderamento da comunicação no interior paulista

The quantitative research conducted on communication in organizations from bauruenses has served as inspiration for: the development of applied research regarding Brazilian organizational reality, to the communication courses and on the improvements in the communication aspect of the organizations in the region. The goal is to provide information related t the role of organizational communication and the public relations role in this process, measuring the empowerment of this community. The mapping methodology is based on structured questionnaires in order to capture ordinary factors, active and retroactive, from the communication processes such as: relationship types, channels and media, degree of interaction and interdependence between the parties; types of public involved in the process and the expectations of the organization in relation to goals, objectives, actions, events and activities programmed in communication. For the delineation of a reflective proposal from the data, we chose to work on analyzing three dimensions: the strategic communication, linked to the business model and information technologies; the internal communication, linked to culture, to the organizational structure and management that implies the new paradigms of relationship; and lastly, the intention to materialize the collected data on indicators and scales from attributes caused or inhibited from the excellent communication, including evaluation of the practice of Public Relations. This article presents the main results related to micro companies in Bauru, São Paulo.

How to progress from discourse to practice? a new agenda for change in medical schools into the next decade

In the context of medical school instruction, the segmented approach of a focus on specialties and excessive use of technology seem to hamper the development of the professional-patient relationship and an understanding of the ethics of this relationship. The real world presents complexities that require multiple approaches. Engagement in the community where health competence is developed allows extending the usefulness of what is learned. Health services are spaces where the relationship between theory and practice in health care are real and where the social role of the university can be revealed. Yet some competencies are still lacking and may require an explicit agenda to enact. Ten topics are presented for focus here: environmental awareness, involvement of students in medical school, social networks, interprofessional learning, new technologies for the management of care, virtual reality, working with errors, training in management for results, concept of leadership, and internationalization of schools. Potential barriers to this agenda are an underinvestment in ambulatory care infrastructure and community-based health care facilities, as well as in information technology offered at these facilities; an inflexible departmental culture; and an environment centered on a discipline-based medical curriculum.