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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, evaluatingfinancial and non-financial aspects. This study aimed to build a BSC for a real estate organization inFlorianopolis, through a participative process, observing that the BSC assists in the optimization of strategicplanning. This research is characterized as descriptive, and adopts two inquiry techniques: (a) bibliographyresearch, in which it rescues concepts related to the subject (perspectives, strategic maps and performancepanel); and (b) the Delphi technique, adopted in communicating the BSC, which consists of a participativeprocess, where the objectives are repeated on each round, so that the participants re-value their answers andjustify them. As a result, the strategic map and performance panel were built, contemplating the elements ofthe mission translation, making possible a more effective structure and language in the mission and strategycommunication.

Mapa estratégico e painel de desempenho: um estudo numa empresa da grande Forianópolis