| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 26.2 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente relatório foi fundamentado na experiência de estágio curricular realizado no
Consulado-Geral de Portugal em Estugarda, na Alemanha, sob orientação do Cônsul Geral
Dr. Leandro Amado, com duração total de oito meses. Neste contexto, será aqui
apresentado um estudo teórico sobre Comunicação Estratégica, sua aplicação na
Diplomacia, e a relação desses conceitos com os projetos implementados no decorrer do
estágio.
Dentre os objetivos do Consulado, no âmbito da comunicação, pretendia-se consolidar
uma identidade institucional forte e presente, ao serviço da comunidade portuguesa
residente na sua área de jurisdição, e promover a diplomacia pública e toda ação de
interesse para Portugal, seja cultural, comercial ou social. A instituição tencionava ainda
contribuir com as ações das demais instituições do Ministérios dos Negócios Estrangeiros
(MNE), criar novas conexões e ampliar as relações com a comunidade portuguesa. As
atividades realizadas e os projetos desenvolvidos foram estabelecidos com o propósito de
garantir o cumprimento destes objetivos.
Nas considerações finais deste relatório, bem como na avaliação do estágio pelo
orientador, ficam claras as respostas obtidas para a pergunta de partida - "De que forma a
identidade visual e a comunicação digital promovem a transformação da instituição
diplomática?". No final, confirma-se que os projetos de comunicação desenvolvidos não só
estabeleceram uma imagem de reputação positiva, com base na transparência e no
compromisso com a comunidade, mas também estreitaram as relações com a comunidade
e com o público, na esfera da diplomacia, promovendo maior participação e envolvimento
por parte dos utilizadores. A eficiência das ações foi constatada através da análise dos
dados obtidos das plataformas digitais.
This report was based on the curricular internship experience at the Consulate General of Portugal in Stuttgart, Germany, under the guidance of the Consul General Dr. Leandro Amado, with a total duration of eight months. In this context, a theoretical study of Strategic Communication, its application in Diplomacy, and the pertinence of these concepts in the projects implemented during the internship was carried out and presented here. Among the Consulate's objectives, in the scope of communication, it was intended to consolidate a strong, present institutional identity at the service of the Portuguese community residing in its area of jurisdiction, and to promote public diplomacy and every action of interest to Portugal, whether cultural, commercial, or social. The institution also intended to contribute to the actions of the other institutions of the Ministry of Foreign Affairs, create new connections and broaden relations with the Portuguese community. The activities undertaken and the projects developed were established with a view to ensuring that these objectives were met. At the end, the considerations of this report, as well as the evaluation of the internship by the supervisor, the answers obtained to the starting question - "How do visual identity and digital communication promote the transformation of a diplomatic institution?" - are clear. In this sense, it is confirmed that the communication projects developed not only established an image of positive reputation, based on transparency and commitment to the community, but also strengthened relations with the community and the public, in the sphere of diplomacy, promoting greater participation and involvement by users. The efficiency of the actions was verified through the analysis of data analysis obtained from the digital platforms.
This report was based on the curricular internship experience at the Consulate General of Portugal in Stuttgart, Germany, under the guidance of the Consul General Dr. Leandro Amado, with a total duration of eight months. In this context, a theoretical study of Strategic Communication, its application in Diplomacy, and the pertinence of these concepts in the projects implemented during the internship was carried out and presented here. Among the Consulate's objectives, in the scope of communication, it was intended to consolidate a strong, present institutional identity at the service of the Portuguese community residing in its area of jurisdiction, and to promote public diplomacy and every action of interest to Portugal, whether cultural, commercial, or social. The institution also intended to contribute to the actions of the other institutions of the Ministry of Foreign Affairs, create new connections and broaden relations with the Portuguese community. The activities undertaken and the projects developed were established with a view to ensuring that these objectives were met. At the end, the considerations of this report, as well as the evaluation of the internship by the supervisor, the answers obtained to the starting question - "How do visual identity and digital communication promote the transformation of a diplomatic institution?" - are clear. In this sense, it is confirmed that the communication projects developed not only established an image of positive reputation, based on transparency and commitment to the community, but also strengthened relations with the community and the public, in the sphere of diplomacy, promoting greater participation and involvement by users. The efficiency of the actions was verified through the analysis of data analysis obtained from the digital platforms.
Description
Keywords
Comunicação Estratégica Organizacional Diplomacia Digital Identidade Visual Redes Sociais