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Advisor(s)
Abstract(s)
Este relatório de estágio visa a obtenção do grau de Mestre em Comunicação Estratégica:
Publicidade e Relações Públicas, na Universidade da Beira Interior, através do culminar de
todos os conhecimentos adquiridos ao longo do percurso académico no mesmo e de toda a
experiência profissional obtida, através do estágio curricular.
Num mundo cada vez mais globalizado, onde tudo está à distância de um clique, é cada vez
mais importante saber comunicar e criar uma ligação com o público. Esta situação não afeta
só o mercado, mas também as instituições públicas e as próprias regiões. Esta situação é o
foco deste relatório, perceber de que forma uma instituição administrativa municipal
consegue adaptar a este contexto e promover efetivamente os seus projetos de
desenvolvimento regional.
Durante o decorrer deste estágio, inserido no Gabinete de Comunicação e Relações Públicas
da Câmara Municipal da Covilhã, o estagiário esteve envolvido nas mais variadas atividades,
das mais diversas áreas, que serão relatadas ao longo do relatório.
Foi ainda efetuada, uma pesquisa teórica acerca dos temas relevantes, e através da mesma,
elaborado e aplicado um inquérito ao público de um destes projetos - as visitas guiadas de
reabertura do Teatro Municipal da Covilhã. Este estudo apresenta como objetivo geral
explorar os meios de comunicação utlizados pelo gabinete de comunicação e relações
públicas, e perceber quais são os mais eficazes na divulgação de projetos diretamente
ligados ao desenvolvimento regional.
Os resultados obtidos com a realização do estudo empírico servirão não só para atingir os
objetivos traçados, mas também com o intuito de serem divulgados à instituição acolhedora
e ajudar na manutenção e melhoria dos seus serviços.
This report aim is to achieve the master’s degree in Strategic Communication: Publicity and Public Relations, at University of Beira Interior, through the culmination of all the knowledge acquired during this academic path, and all the professional experience obtained through the curricular internship. In an increasingly globalized world, where everything is just a click away, it is increasingly important to know how to communicate, and to create a connection with the public. This situation not only affects the market, but also public institutions and their regions. That is the focus of this report, to understand how a municipal administrative institution manages to promote its regional developments projects in a world where competitivity is increasingly strong. During this internship, inserted in the “communication and public relations office” of Covilhã’s City Council's, the intern was involved in the most varied activities, of the most varied areas, which will be explored throughout this report. In this scope, a theoretical research was carried out about the relevant themes, which allowed to elaborate, and apply, an inquiry to the public of one of these projects: the guided tours of the reopening of the Municipal Theatre of Covilhã. The general objective of this study is to explore the means of communication used by the “communication and public relations office” and understand which means of communication are most effective in the divulgation of projects directly linked to regional development. The results obtained from the empirical study will serve not only to consolidate the various skills and knowledge acquired with the internship, but also to be shared with the host institution, to help in the maintenance and improvement of its services.
This report aim is to achieve the master’s degree in Strategic Communication: Publicity and Public Relations, at University of Beira Interior, through the culmination of all the knowledge acquired during this academic path, and all the professional experience obtained through the curricular internship. In an increasingly globalized world, where everything is just a click away, it is increasingly important to know how to communicate, and to create a connection with the public. This situation not only affects the market, but also public institutions and their regions. That is the focus of this report, to understand how a municipal administrative institution manages to promote its regional developments projects in a world where competitivity is increasingly strong. During this internship, inserted in the “communication and public relations office” of Covilhã’s City Council's, the intern was involved in the most varied activities, of the most varied areas, which will be explored throughout this report. In this scope, a theoretical research was carried out about the relevant themes, which allowed to elaborate, and apply, an inquiry to the public of one of these projects: the guided tours of the reopening of the Municipal Theatre of Covilhã. The general objective of this study is to explore the means of communication used by the “communication and public relations office” and understand which means of communication are most effective in the divulgation of projects directly linked to regional development. The results obtained from the empirical study will serve not only to consolidate the various skills and knowledge acquired with the internship, but also to be shared with the host institution, to help in the maintenance and improvement of its services.
Description
Keywords
Competitividade Comunicação Comunicação Municipal Desenvolvimento Regional Relações Públicas Teatro Municipal