This research aimed to understand and analyze the use of organizational communication by
the Porto Digital technology park, located in Recife, in one of its digital social platforms,
Twitter. In addition, it also developed a proposal for a framework, in order to understand the
components of integrated organizational communication and the types of profiles of the DISC
Theory to be applied in the innovation processes of a creative company. Thus, the research
developed a grouping of profiles, which was the basis for the proposal of the A-F Model
activator framework. For this, it was necessary to carry out a state of the art of the concepts of
innovation, creative economy, organizational communication and DISC Theory to support the
research. Afterwards, a survey of tweets from Porto Digital was carried out for a qualitative
analysis. The second part of the analysis was the development and understanding of the new
grouping of profiles, which was called ZECA, followed by the proposal of the ZECA
Framework for the division of tasks of the activator function in Model A-F for innovation
processes.