Institutional Communication and Brand Strengthening in HEIs
A Model Proposal for Fatec Araras Developed by the COMUNICA School Agency
DOI:
https://doi.org/10.5281/zenodo.20293927Keywords:
Institutional communication, School agency, Institutional branding, Brand strengtheningAbstract
This article presents the initial stage of structuring the COMUNICA school agency, an outreach project at Fatec Araras aimed at developing an integrated institutional communication model. This applied, qualitative research included a diagnostic analysis of existing communication practices, document analysis, and participant observation, which made it possible to identify weaknesses and opportunities for strategic reorganization. As preliminary results, the agency’s initial architecture, areas of operation, workflow, and editorial guidelines were defined, providing the foundation for the next stages of model implementation. Thus, this study offers an initial proposal for a school-based institutional communication agency, to be further developed in subsequent phases of the research.
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Copyright (c) 2026 Dhebora Souza Umbelino Silva , Julia dos Santos Amorim
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