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Abstract(s)
A comunicação é uma ferramenta essencial e uma parte integrante do marketing. O
sucesso de uma organização depende muito da eficácia da comunicação da organização
com os mais diversos públicos. Cada vez mais as organizações de saúde estão a apostar
na inovação, o que, consequentemente, torna os utentes mais exigentes. Desta forma,
tanto a área do Marketing, como a área da Comunicação, passaram a ter uma grande
procura por essas organizações, de forma a informar e influenciar as decisões dos
indivíduos e das comunidades, no sentido da promoção da saúde.
Ferramentas de comunicação auxiliam as organizações a comunicarem com o seu
público-alvo com o propósito de facilitar e melhorar os processos, tornando-os mais
rápidos e eficazes. As redes sociais são uma dessas ferramentas de comunicação que
podem ser utilizadas para disseminar informação a grandes populações, sem grandes
custos acrescidos. No entanto, é necessário e essencial, as organizações, possuírem um
planeamento estratégico de comunicação bem definido, de forma a conseguirem
precaver incertezas e poderem delinear ações para o futuro.
O presente relatório, resultante de um estágio curricular de quatro meses no Gabinete de
Comunicação e Imagem da Unidade Local de Saúde da Guarda, incide essencialmente,
em atividades ligadas à comunicação interna e externa da organização. Algumas falhas
organizacionais foram encontradas durante a experiência de estágio, nomeadamente na
realização de conteúdos para as redes sociais. A falta de um planeamento estratégico de
comunicação para as redes sociais foi o problema organizacional identificado e abordado
no relatório de estágio. Uma proposta de solução para o problema identificado incidiu
num plano de comunicação.
Communication is an essential tool and an integral part of marketing. The success of an organization depends a lot on the effectiveness of the company's communication with the most diverse audiences. More and more healthcare organizations are betting on innovation, which, consequently, makes users more demanding. In this way, both the Marketing area and the Communication area started to have a great demand for these organizations, in order to inform and influence the decisions of individuals and communities, in the sense of health promotion. Communication tools help organizations to communicate with their target audience in order to facilitate and improve processes, making them faster and more effective. Social networks are one of those communication tools that can be used to disseminate information to large populations, without great added costs. However, it is necessary and essential for organizations to have a well-defined strategic communication plan, in order to be able to avoid uncertainties and be able to outline actions for the future. This report, resulting from a four-month curricular internship at the Communication and Image Office of the Local Health Unit of Guarda, focuses essentially on activities related to the organization's internal and external communication. Some organizational flaws were found during the internship experience, namely in the creation of content for social networks. The lack of strategic communication planning for social networks was the organizational problem identified and addressed in the internship report. A proposed solution to the identified problem focused on a communication plan.
Communication is an essential tool and an integral part of marketing. The success of an organization depends a lot on the effectiveness of the company's communication with the most diverse audiences. More and more healthcare organizations are betting on innovation, which, consequently, makes users more demanding. In this way, both the Marketing area and the Communication area started to have a great demand for these organizations, in order to inform and influence the decisions of individuals and communities, in the sense of health promotion. Communication tools help organizations to communicate with their target audience in order to facilitate and improve processes, making them faster and more effective. Social networks are one of those communication tools that can be used to disseminate information to large populations, without great added costs. However, it is necessary and essential for organizations to have a well-defined strategic communication plan, in order to be able to avoid uncertainties and be able to outline actions for the future. This report, resulting from a four-month curricular internship at the Communication and Image Office of the Local Health Unit of Guarda, focuses essentially on activities related to the organization's internal and external communication. Some organizational flaws were found during the internship experience, namely in the creation of content for social networks. The lack of strategic communication planning for social networks was the organizational problem identified and addressed in the internship report. A proposed solution to the identified problem focused on a communication plan.
Description
Keywords
Comunicação Comunicação Organizacional Marketing Organizações de Saúde Plano de Comunicação