Communication underwent a transformation process in terms of mobility, promoted by
the people themselves, who demanded such changes caused by social changes. Over
time, the internet has proved to be a tool that allows people, institutions and
organizations to interact, whose circumstances change social relations, sociabilities
and the representation they make in this media environment. This course completion
work aims to develop a strategic communication plan for the Instagram of the state
public broadcaster (TV and Radio Encontro das Águas -@sistemaencontrodasaguas).
The research started from the following problem: how to develop an effective
communication plan for a public broadcaster on Instagram? With social media,
information circulates faster. Ordinary people not linked to organizations can produce,
publish and share their own content, as well as create dialogues with any type of
person or organization. The communication plan consists of fulfilling two objectives:
creating communication, image and brand positioning activities and also analyzing,
throughout the implementation process of the activities, their evolution and, if
necessary, promoting the necessary adjustments. To carry out this planning, a
descriptive and exploratory research was developed, with the analysis of profile data
from the Encontro das Águas System. The analysis of the system's profile allowed a
clear understanding of the importance of planning, which contributed significantly to its
dissemination. This process enabled a greater dialogue with its audience and an
increase in followers, meeting the objectives established in the communication plan.
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