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Advisor(s)
Abstract(s)
Existem incompatibilidades entre as atividades de relações públicas e jornalismo. Têm
interesses diferentes, em que os primeiros dão preferência aos valores corporativos, e os
segundos aos valores-notícia. No âmbito dessas complementaridades e diferenças, a
organização dos pseudoacontecimento ocupa um lugar central. Os pseudoacontecimentos
são uma das inúmeras ferramentas das relações públicas, seja através da produção de notas
de imprensa ou encenação de acontecimentos para serem reportados pelos jornalistas.
Através da difusão de notas de imprensa, a assessoria de imprensa tem um grande impacto
na produção noticiosa, podendo criar pseudoacontecimentos, conseguindo influenciar a
opinião pública ao mesmo tempo que melhora a reputação de determinada organização.
Desta forma, o estudo tem como objetivo apurar a importância que os jornais locais dão às
notas de imprensa, tal como entender como as duas atividades se intercalam para
difundirem os acontecimentos, e por fim, verificar se há de facto persuasão e propaganda.
O presente relatório resulta de um estágio de três meses no Gabinete de Comunicação e
Relações Públicas da Câmara Municipal de Alcobaça, com a observação direta sobre a
comunicação realizada numa organização política e municipal. Será sustentado pela
avaliação de dados recolhidos através da assessoria de imprensa efetuada no estágio, com a
realização da análise de conteúdo ao clipping, e ainda, entrevistas abertas a especialistas
das duas áreas. Descobriremos como os jornais locais, na sua maioria, modificam as suas
notícias em relação às notas de imprensa enviadas pelo gabinete, existindo de facto
incompatibilidades entre as relações públicas e o jornalismo, sendo possível relacionar o
pseudoacontecimento com a persuasão.
There are incompatibilities between public relations and journalism activities. They have different interests, with the former giving preference to corporate values and the latter to news values. Within these complementarities and differences, the organization of pseudoevents occupies a central place. Pseudo-events are one of the numerous tools of public relations, whether through the production of press releases or the staging of events to be reported by journalists. Through the dissemination of press releases, the media relations have a major impact on news production, being able to create pseudo-events and managing to influence public opinion, while improving the reputation of a particular organization. Therefore, this study aims to ascertain the importance that local newspapers give to press releases, as well as understanding how the two activities intersect to spread the events, and finally, to verify if there is indeed persuasion and propaganda. This report is the result of a three-month internship at the Communication and Public Relations Office of the Alcobaça City Council, with direct observation of the communication carried out in a political and municipal organization. It will be supported by the evaluation of data collected through the media relations implement during the internship, with the content analysis of the clipping, as well as open interviews with specialists in both areas. We will find that most local newspapers do modify their news in relation to the press releases sent by the office. Also, that in fact there are incompatibilities between public relations and journalism, making it possible to relate the pseudo-event with persuasion.
There are incompatibilities between public relations and journalism activities. They have different interests, with the former giving preference to corporate values and the latter to news values. Within these complementarities and differences, the organization of pseudoevents occupies a central place. Pseudo-events are one of the numerous tools of public relations, whether through the production of press releases or the staging of events to be reported by journalists. Through the dissemination of press releases, the media relations have a major impact on news production, being able to create pseudo-events and managing to influence public opinion, while improving the reputation of a particular organization. Therefore, this study aims to ascertain the importance that local newspapers give to press releases, as well as understanding how the two activities intersect to spread the events, and finally, to verify if there is indeed persuasion and propaganda. This report is the result of a three-month internship at the Communication and Public Relations Office of the Alcobaça City Council, with direct observation of the communication carried out in a political and municipal organization. It will be supported by the evaluation of data collected through the media relations implement during the internship, with the content analysis of the clipping, as well as open interviews with specialists in both areas. We will find that most local newspapers do modify their news in relation to the press releases sent by the office. Also, that in fact there are incompatibilities between public relations and journalism, making it possible to relate the pseudo-event with persuasion.
Description
Keywords
Acontecimento Assessoria de Imprensa Jornalismo Persuasão Propaganda Pseudoacontecimento