Abstract
This research focuses on culture and communication in the business environment. The main objective of the work is to show how the behavior of members of an organization influences the construction of its culture. The opposite is also valid, as there are crossovers and parallels between the symbols, values and policies adopted and the actions of the professionals involved. Focusing on two interviews carried out with communication professionals from important institutions (Sesc and Organizações Globo), in addition to concepts and authors in the area, we intend to point out the need for a constant and transparent dialogue between the different audiences that compose an organization, especially in times of internet, in which users assume the role of senders and receivers of content, increasing the possibility of interaction. To this end, the good performance of a public relations person as a mediator for these audiences, in order to maintain an open relationship, and the communication area, with its countless tools, are vital.
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