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Abstract(s)
A reputação de um clube desportivo, desde a profissionalização dos mesmos, torna-se vital para o seu bom funcionamento. Para contrariar situações de risco ou críticas para um clube, a gestão da sua comunicação necessita de ser apurada na defesa da imagem e dos valores que transmite. A comunicação estratégica no setor desportivo não é tão linear como em outras indústrias, devido ao carácter emocional que o futebol oferece aos adeptos dos clubes. Apesar de os adeptos, contrariamente com o que acontece noutras indústrias, não alterarem, com tudo o que possa acontecer, as suas preferências clubísticas, é necessário que a organização desportiva proteja a sua reputação, a sua credibilidade e os seus produtos em caso de crise, de forma a assegurar a venda de merchandising, as parcerias e os resultados desportivos. Em cada país, apenas um clube consegue ser campeão nacional e, assim, cumprir os seus objetivos desportivos. Sendo os resultados desportivos o grande potenciador do lucro, os dirigentes desportivos tendem a utilizar todas as ferramentas disponíveis para ganhar vantagem sobre os adversários, dentro e fora de campo. Os resultados desportivos e as performances dentro do campo podem ser tão impulsionadores de uma crise como uma situação crítica como o “Caso E-mails”. Portanto, os departamentos de comunicação têm cada vez mais importância na defesa da reputação, legitimidade e transparência dos clubes de futebol, o que incitou à realização desta investigação. O principal objetivo é perceber se, com a emergência e o desenvolvimento do “Caso E-mails”, a reputação do Sport Lisboa e Benfica ficou afetada ou não. Para isto, foram recolhidos dados através de diferentes técnicas, de forma a ter uma perspetiva alargada da situação e chegar a uma conclusão rigorosa. Esta situação crítica, com que o Sport Lisboa e Benfica se vem debatendo, ainda não terminou, tendo sido agravada por outros casos resultantes desta. Assim, pretende-se analisar a comunicação do clube no período de cerca de um ano, iniciando a análise na emergência do caso. Visto que a área de comunicação no setor desportivo ainda não tem a mesma atenção que outras vertentes das Relações Públicas, esta dissertação pretende, também, apresentar um contributo teórico-prático para a evolução do estudo do tema e, consequentemente, chamar a atenção para a pertinência do mesmo, pelo menos no contexto português.
The reputation of a sports club, since the professionalization of them, becomes vital for its proper functioning. To counter situations of risk or criticism for a club, the management of its communication needs to be verified in the defense of the image and the values it transmits. Strategic communication in the sports sector is not as linear as in other industries because of the emotional nature that football offers to club supporters. Although supporters, in opposite of what happens in other industries, do not change, with all that may happen, their club preferences it is necessary for the sports organization to protect its reputation, credibility and its products in case of crisis, in order to ensure the sale of merchandising, partnerships and sports results. In each country, only one club can become a national champion and therefore fulfill his sporting goals. As sportive results are the great enhancer of profit, sports managers tend to use all the available tools to gain advantage over opponents, both on and off the field. Sports results and performances in the field can be as much a driver of a crisis as a critical situation like the "Caso E-mails". Therefore, communication departments are increasingly important in defending the reputation, legitimacy and transparency of football clubs, which incited the realization of this research. The main objective is to see if, with the emergence and development of the “Caso E-mails", the reputation of Sport Lisboa e Benfica was affected or not. For this, data were collected through different techniques, in order to have a broad perspective of the situation and get a rigorous conclusion. This critical situation, with which Sport Lisboa e Benfica has been debating, has not yet ended, and has been aggravated by other cases resulting from this one. Thus, it is intended to analyze the communication of the club in the period of about one year, initiating the analysis in the case’s emergency. Since the area of communication in the sports sector does not have yet the same attention as other aspects of Public Relations, this dissertation also intends to present a theoretical-practical contribution to the evolution of the study of the subject and, consequently, to draw attention to its relevance, at least in the Portuguese context.
The reputation of a sports club, since the professionalization of them, becomes vital for its proper functioning. To counter situations of risk or criticism for a club, the management of its communication needs to be verified in the defense of the image and the values it transmits. Strategic communication in the sports sector is not as linear as in other industries because of the emotional nature that football offers to club supporters. Although supporters, in opposite of what happens in other industries, do not change, with all that may happen, their club preferences it is necessary for the sports organization to protect its reputation, credibility and its products in case of crisis, in order to ensure the sale of merchandising, partnerships and sports results. In each country, only one club can become a national champion and therefore fulfill his sporting goals. As sportive results are the great enhancer of profit, sports managers tend to use all the available tools to gain advantage over opponents, both on and off the field. Sports results and performances in the field can be as much a driver of a crisis as a critical situation like the "Caso E-mails". Therefore, communication departments are increasingly important in defending the reputation, legitimacy and transparency of football clubs, which incited the realization of this research. The main objective is to see if, with the emergence and development of the “Caso E-mails", the reputation of Sport Lisboa e Benfica was affected or not. For this, data were collected through different techniques, in order to have a broad perspective of the situation and get a rigorous conclusion. This critical situation, with which Sport Lisboa e Benfica has been debating, has not yet ended, and has been aggravated by other cases resulting from this one. Thus, it is intended to analyze the communication of the club in the period of about one year, initiating the analysis in the case’s emergency. Since the area of communication in the sports sector does not have yet the same attention as other aspects of Public Relations, this dissertation also intends to present a theoretical-practical contribution to the evolution of the study of the subject and, consequently, to draw attention to its relevance, at least in the Portuguese context.
Description
Keywords
Caso e-Mails Comunicação de Crise Futebol Gestão de Crise Relações Públicas Sport Lisboa e Benfica