ENTREPRENEURSHIP AND INNOVATION: PROPOSAL OF A STRATEGIC PLANNING FOR INTERNAL COMMUNICATION IN EMBRAPA'S LEGAL ADVISORY

Resumo

Playing a fundamental role within organizations, Mendonça (2024) points out that the legal department is seen as an essential element both for corporate structuring and for responding to demands of an administrative and judicial nature, with a direct influence on the strategic planning to be adopted by companies. Regarding its daily activities, communication is a challenging process for the legal universe, requiring efforts to ensure that the message transmitted is understood by its recipient, regardless of the type of audience they are in. Given the importance of communication to the legal universe, this article aims to outline a strategic plan that proposes to innovate the internal communication of the Legal Advisory of the Brazilian Agricultural Research Corporation - Embrapa, with the application of the Five-V tool. The theoretical framework used was based on the studies of Taran, et al. (2016), which proposes the innovation of the business model for an organization. The research methodology is descriptive, inductive, exploratory and bibliographic. The research highlights the importance of implementing a strategic internal communication plan, using the Five-V tool as support. This planning contributes to the improvement and innovation of the legal department's operating model in the organization studied, strengthening the effectiveness and alignment of legal activities with corporate objectives.