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| Documento principal | 1.06 MB | Adobe PDF |
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Abstract(s)
A comunicação tem ganho uma crescente importância nas estratégias das organizações sem fins lucrativos, sendo um factor-chave para o sucesso das suas acções e para que consigam mobilizar os seus públicos-alvo a aderirem às suas causas sociais.
O presente estudo tem o objectivo de analisar a importância dos planos de comunicação estratégica para que essas acções sejam bem sucedidas. As organizações alvo deste estudo são as Instituições Particulares de Solidariedade Social (IPSS).
Primeiramente contextualizamos este sector, definindo concretamente o seu conceito, a sua evolução histórica, assim como estabelecemos uma comparação entre a realidade europeia e norte-americana. As instituições que compõem este sector vão ser enquadradas legalmente, definidos os seus limites e desmistificado o conceito de IPSS.
Neste estudo, analisamos de forma mais aprofundada os aspectos relacionados com a comunicação, evidenciando a sua importância para as organizações sem fins lucrativos, abordando temáticas como as Relações Públicas ou a comunicação de interesse público.
A elaboração dum plano de comunicação estratégica obedece a várias regras e etapas, que também vão ser identificadas e analisadas nesta investigação, bem como as vantagens associadas à sua utilização.
Através da recolha de dados, procuramos perceber o papel que a comunicação assume nestas organizações, sendo através da existência dum plano de comunicação ou da utilização que é dada às redes sociais, nomeadamente o Facebook,que têm tido um impacto cada vez maior junto dos públicos destas organizações, sendo um mecanismo extremamente útil para que estes se envolvam mais nas suas causas.
Da investigação conclui-se que no caso da IPSS alvo deste estudo, a comunicação já ocupa um lugar de destaque na estratégia global da organização. Contudo, há ainda um longo caminho a percorrer para fazer face aos constantes desafios e para que seja criado um vínculo institucional com os seus públicos. Actualmente, esse é o grande desafio das organizações do Terceiro Sector.
Communication has gained increasing importance in the strategies of nonprofit organizations, being a key factor for the success of their actions and they can mobilize their audiences to join their social causes. The present study aims to analyze the importance of strategic communication plans for these actions are successful. The organizations targeted in this investigation are the Private Institutions of Social Solidarity (IPSS). First of all, we are going to contextualize this sector, specifically defining the concept, its historical evolution, as well as a comparison between the situation in Europe and North America. The institutions that make up this sector will be legally framed, set your limits and demystified the concept of IPSS. In this investigation, we analyzed in more depth aspects of communication, highlighting its importance for nonprofits, addressing topics such as public relations or communications of public interest. The development of a strategic communications plan complies with various rules and steps that also are going to be identified and analyzed, as well as the advantages associated with its use. Through data collection, we try to understand the role that communication takes to these organizations, and through the existence of a communication plan or use that is given to social networks, including Facebook, that have had an increasing impact among the public of these organizations, being a highly useful mechanism for them to be more involved in their causes. Of the investigation concludes that in the case of IPSS aim of this investigation, communication now occupies a prominent place in the overall strategy of the organization. There is yet a long way to cope with the constant challenges and that's created an institutional bond with their audiences. Actually, this is the greatest challenge for the Third Sector Organizations.
Communication has gained increasing importance in the strategies of nonprofit organizations, being a key factor for the success of their actions and they can mobilize their audiences to join their social causes. The present study aims to analyze the importance of strategic communication plans for these actions are successful. The organizations targeted in this investigation are the Private Institutions of Social Solidarity (IPSS). First of all, we are going to contextualize this sector, specifically defining the concept, its historical evolution, as well as a comparison between the situation in Europe and North America. The institutions that make up this sector will be legally framed, set your limits and demystified the concept of IPSS. In this investigation, we analyzed in more depth aspects of communication, highlighting its importance for nonprofits, addressing topics such as public relations or communications of public interest. The development of a strategic communications plan complies with various rules and steps that also are going to be identified and analyzed, as well as the advantages associated with its use. Through data collection, we try to understand the role that communication takes to these organizations, and through the existence of a communication plan or use that is given to social networks, including Facebook, that have had an increasing impact among the public of these organizations, being a highly useful mechanism for them to be more involved in their causes. Of the investigation concludes that in the case of IPSS aim of this investigation, communication now occupies a prominent place in the overall strategy of the organization. There is yet a long way to cope with the constant challenges and that's created an institutional bond with their audiences. Actually, this is the greatest challenge for the Third Sector Organizations.
Description
Keywords
Comunicação estratégica - Planos de comunicação Comunicação estratégica - Redes sociais Comunicação estratégica - Terceiro sector Organizações sem fins lucrativos - Comunicação e estratégia Organizações sem fins lucrativos - Relações públicas Organizações sem fins lucrativos - Comunicação de interesse público