Abstract:
This report aims to understand the functioning of internal and external digital corporate
communication, in public companies, with emphasis on HCB in the current context of
digitalization between the years 2019 and 2023, at a time when there is a rapid development of
communication digital. The specific objectives structure in (i) to describe the contribution of
HCB's Communication and Image Department; (ii) evaluate the procedures for the production
and distribution of digital content to audiences target and (iii) investigate feedback on content
published on digital information platforms. The methodology used was a qualitative approach,
through bibliographical and documentary research, open question interview techniques and non-
participant observation and the data was presented in tables, charts and diagrams. The results of
the study showed that the digital media used by HCB are less efficient and effective in meeting the
needs, desires and relationships with the various stakeholders, the parameters of organizational
communication still require a profound restructuring to respond to the organizational culture of
the mega HCB and a need to reformulate and specialize sectoral functions in the DCI. Therefore,
it is concluded that at HCB, digital communication is a reality that the company has been investing
in, mainly to improve and bring closer relationships with its various audiences, in an efficient and
effective way, which reveals that it is in close alignment with the digital market.
