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Publication
Planeamento Estratégico de Relações-Públicas Online: a oportunidade de posicionamento do movimento pela saúde feminina “Por Ela”
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Advisor(s)
Abstract(s)
No âmbito da obtenção do grau de Mestre em Comunicação Estratégica: Publicidade e
Relações-Públicas (RP), pela Faculdade de Artes e Letras, da Universidade da Beira
Interior (UBI), o presente relatório tem como objetivo apresentar as atividades
desenvolvidas pela estudante, na agência de comunicação Creative Minds, assim como,
através da revisão bibliográfica, abordar o papel fundamental das Relações-Públicas,
enquanto área e profissão, com foco no ambiente online, na diversidade e na
representatividade feminina.
A metodologia adotada baseou-se no modelo The Nine Steps of Strategic Public Relations,
de Ronald D. Smith (2017). Propôs-se o alargamento do posicionamento estratégico do
Movimento Por Ela, na luta pela igualdade de género no acesso à saúde. O modelo
orientou a pesquisa, definição de objetivos, estratégias, táticas, cronograma e orçamento.
Foram aplicadas técnicas de análise documental, revisão da literatura e planeamento
estratégico.
O resultado culmina num plano estratégico de RP estruturado e fundamentado para o
Movimento Por Ela, com a finalidade de reforçar o compromisso do mesmo com a
diversidade e inclusão de todas as mulheres.
As part of the Master's degree in Strategic Communication: Advertising and Public Relations, from the Faculty of Arts and Letters, of the University of Beira Interior (UBI), this report aims to present the activities developed by the student, at the Creative Minds communication agency, as well as, through the bibliographic review, address the fundamental role of Public Relations, as an area and profession, with a focus on the online environment, diversity and female representation. The methodology adopted was based on the model The Nine Steps of Strategic Public Relations, by Ronald D. Smith (2017). It was proposed to expand the strategic positioning of the Movimento Por Ela, in the fight for gender equality in access to health. The model guided research, goal setting, strategies, tactics, schedule and budget. Document analysis, bibliographic review and strategic planning techniques were applied. The result culminates in a complete strategic Public Relations plan for the Movimento Por Ela, duly structured and substantiated, with the purpose of reinforcing its commitment to diversity and inclusion of all women.
As part of the Master's degree in Strategic Communication: Advertising and Public Relations, from the Faculty of Arts and Letters, of the University of Beira Interior (UBI), this report aims to present the activities developed by the student, at the Creative Minds communication agency, as well as, through the bibliographic review, address the fundamental role of Public Relations, as an area and profession, with a focus on the online environment, diversity and female representation. The methodology adopted was based on the model The Nine Steps of Strategic Public Relations, by Ronald D. Smith (2017). It was proposed to expand the strategic positioning of the Movimento Por Ela, in the fight for gender equality in access to health. The model guided research, goal setting, strategies, tactics, schedule and budget. Document analysis, bibliographic review and strategic planning techniques were applied. The result culminates in a complete strategic Public Relations plan for the Movimento Por Ela, duly structured and substantiated, with the purpose of reinforcing its commitment to diversity and inclusion of all women.
Description
Keywords
Igualdade de Género Creative Minds Diversidade Movimento por Ela Planeamento Estratégico Relações-Públicas Digitais Saúde da Mulher