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Authors
Advisor(s)
Abstract(s)
A comunicação estratégica, de que faz parte a produção de planos de comunicação,
revela-se importante, nos dias de hoje, devido aos fenómenos digitais, trazidos pela
invenção da web, que vieram proporcionar às organizações novas possibilidades de se
relacionarem com os seus públicos (internos e externos) - é exemplo a comunicação mais
direta e interativa com os stakeholders, ou outros públicos externos à organização,
através, nomeadamente, das redes sociais. De entre os conjuntos de organizações que
vieram aproveitar os novos ambientes comunicativos estão as organizações nãogovernamentais (ONG) ou identidades constituintes do Terceiro Setor.
As argumentações e perspetivas teóricas relativas ao setor de organizações sem fins
lucrativos e à comunicação estratégica são componentes deste projeto, que tem por
objetivo a criação de um plano de comunicação, referente à comunicação externa e
digital, para a CooLabora, uma ONG sediada na cidade da Covilhã, Portugal. O plano
apresenta simultaneamente objetivos primários e secundários - sendo os primeiros
passíveis de avaliação - de modo a verificar a eficiência do respetivo plano. Os objetivos
primários referem-se a um aumento da interação do público com a CooLabora, em que é
exemplo o aumento de subscritores e de visualizações no YouTube. Já os (objetivos)
secundários são relativos à concretização, principalmente, de alterações visuais e gráficas
nas plataformas digitais.
Na fase de avaliação, foi concluído que o plano de comunicação registou uma eficiência
positiva, existindo, consequentemente, uma resposta igualmente positiva à pergunta de
partida - “Qual o resultado da ação da atividade de Relações Públicas na aproximação e
envolvimento de Organizações Não Governamentais e dos seus públicos?” – ou seja,
confirmando-se que o trabalho desenvolvido na assessoria de comunicação, no âmbito
das Relações Públicas, é capaz de criar um aumento no envolvimento e na aproximação
entre ONG e os seus públicos. O estudo da eficiência do plano realizou-se com base nas
estatísticas das plataformas digitais que receberam a implementação de ações.
Strategic communication, in which the production of communication plans takes part, proves to be important today due to the digital phenomena, brought by the invention of the web, providing organizations with new possibilities of creating relations with their audiences (internal and external) - an example is the existence of more direct and interactive communication with stakeholders, or other external audiences to the organization, using, especially, social networks. Among the groups of organizations that have come to take advantage of the new communicative environments are the nongovernmental organizations (NGO) or identities that belong to the Third Sector. The theoretical arguments and perspectives related to non-profit organizations and strategic communication are constituents of this project, which has the objective of creating a communication plan, concerning external and digital communication, for CooLabora, an NGO located in the city of Covilhã, Portugal. The plan has simultaneously objectives, primary and secondary - the first ones being subject to evaluation - to verify the efficiency of the respective plan. The primary objectives refer to an increment of public interactions with CooLabora, an example of which is the increase of subscribers and views on YouTube. The secondary (objectives) are related to the realization of, mainly, visual and graphical changes in digital platforms. In the evaluation phase, it was concluded that the communication plan had a positive efficiency, there consequently an equally positive answer to the starting question – “What is the result of the Public Relations action on the approach and involvement between Non-Governmental Organizations and their audiences?” – in other words, confirming that the work made by the communication advisory, in the context of Public Relations, is capable of creating an increase in the involvement and approach between NGO and their audiences. The efficiency study of the plan was based on the statistics of the digital platforms where actions were implemented.
Strategic communication, in which the production of communication plans takes part, proves to be important today due to the digital phenomena, brought by the invention of the web, providing organizations with new possibilities of creating relations with their audiences (internal and external) - an example is the existence of more direct and interactive communication with stakeholders, or other external audiences to the organization, using, especially, social networks. Among the groups of organizations that have come to take advantage of the new communicative environments are the nongovernmental organizations (NGO) or identities that belong to the Third Sector. The theoretical arguments and perspectives related to non-profit organizations and strategic communication are constituents of this project, which has the objective of creating a communication plan, concerning external and digital communication, for CooLabora, an NGO located in the city of Covilhã, Portugal. The plan has simultaneously objectives, primary and secondary - the first ones being subject to evaluation - to verify the efficiency of the respective plan. The primary objectives refer to an increment of public interactions with CooLabora, an example of which is the increase of subscribers and views on YouTube. The secondary (objectives) are related to the realization of, mainly, visual and graphical changes in digital platforms. In the evaluation phase, it was concluded that the communication plan had a positive efficiency, there consequently an equally positive answer to the starting question – “What is the result of the Public Relations action on the approach and involvement between Non-Governmental Organizations and their audiences?” – in other words, confirming that the work made by the communication advisory, in the context of Public Relations, is capable of creating an increase in the involvement and approach between NGO and their audiences. The efficiency study of the plan was based on the statistics of the digital platforms where actions were implemented.
Description
Keywords
Comunicação Estratégica Ong Plano de Comunicação Plataformas Digitais