Abstract
Attaining a competitive advantage through strategic communication is an object of researchers and organizations. In this context, the Balanced Scorecard (BSC) stands out by assisting in strategy implementation, evaluating financial and non-financial aspects. This study aimed to build a BSC for a real estate organization in Florianopolis, through a participative process, observing that the BSC assists in the optimization of strategic planning. This research is characterized as descriptive, and adopts two inquiry techniques: (a) bibliography research, in which it rescues concepts related to the subject (perspectives, strategic maps and performance panel); and (b) the Delphi technique, adopted in communicating the BSC, which consists of a participative process, where the objectives are repeated on each round, so that the participants re-value their answers and justify them. As a result, the strategic map and performance panel were built, contemplating the elements of the mission translation, making possible a more effective structure and language in the mission and strategy communication.
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