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Abstract(s)
O presente relatório pretende refletir sobre a importância do planeamento estratégico na
comunicação de eventos utilizando como estudo de caso a SETsquared Partnership,
organização onde a aluna estagiou durante 6 meses como coordenadora de eventos e
marketing, na cidade de Bath, no sul do Reino Unido.
O relatório está dividido em três capítulos: 1. Apresentação da organização SETsquared
Partnership, o seu funcionamento e a reflexão crítica sobre o estágio; 2. Enquadramento
teórico centrado na comunicação estratégica como ferramenta de Relações públicas, que
por sua vez é a força impulsionadora do sucesso de eventos de cariz organizacional; 3.
Análise do presente plano de comunicação da organização e proposta de um novo plano
estratégico que possibilite à organização alcançar melhores resultados.
This present report aims to reflect on the importance of strategic planning in event communication using SETsquared Partnership as a case study, the organisation where the student spent 6 months as event and marketing coordinator in the city of Bath southern UK. The following study is divided into three chapters: 1. Presentation of the SETsquared Partnership organisation, on how it works and the student's critical opinion regarding he internship; 2. Theoretical framework to support the defence of this report. Based on strategic communication as a public relations tool, which turns out to be the driving force behind the success of organisational events. 3. Analysis of the current communication plan used by the organization and the proposal of a new strategic plan to allow the organization to reach better results.
This present report aims to reflect on the importance of strategic planning in event communication using SETsquared Partnership as a case study, the organisation where the student spent 6 months as event and marketing coordinator in the city of Bath southern UK. The following study is divided into three chapters: 1. Presentation of the SETsquared Partnership organisation, on how it works and the student's critical opinion regarding he internship; 2. Theoretical framework to support the defence of this report. Based on strategic communication as a public relations tool, which turns out to be the driving force behind the success of organisational events. 3. Analysis of the current communication plan used by the organization and the proposal of a new strategic plan to allow the organization to reach better results.
Description
Keywords
Comunicação Estratégica Comunicação Organizacional Eventos Relações Públicas