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Abstract(s)
O tema desta investigação ? a relevância de um relações públicas [RP] em instituições ligadas a causas sociais ? levou-nos a conhecer a realidade institucional de uma organização sem fins lucrativos e de âmbito social, a Associação Coração Delta, para dar legitimidade ao estudo através da presença no acontecimento. A importância da organização é refletida no primeiro capítulo.
A nossa investigação partiu do modelo de gestão preferencial por parte das organizações do terceiro setor, o marketing social. Das ferramentas disponibilizadas pelo mix de marketing social a uma entidade voltada para causas, damos primazia à comunicação, uma ferramenta imprescindível em entidades sem fins lucrativos, tanto na dimensão construtiva, imagem organizacional, como no fator de divulgação da mensagem, passos que lhe estão subjacentes.
Ao estudar a comunicação na administração da entidade voltada para causas, encontramos o papel do RP assim como o método que utiliza no ato de comunicar e a importância do seu trabalho direcionado para causas, e suas usuais práticas. Tudo trabalhando para o equilíbrio de relações entre a entidade que representa e o auditório.
Foi proposta, depois das investigações feitas, uma grelha de inventariação de RP. Esboço que nos levou, na parte conclusiva, a tecer algumas considerações sobre o papel do RP enquanto agente comunicativo numa instituição dedicada a causas.
A utilização do instrumento refletiu-se na última parte do relatório, onde foram descritas algumas exigências e desafios inerentes à concretização do estágio e ao papel de um RP de causas em instituições cuja preocupação é o público.
The research theme ? the relevance of the communicative role of Public Relations in the area of Institutions linked to Social Causes ? led us to know the institutional reality of a non-profit and social organization, Associação Coração Delta to give legitimacy to the Study through presence in the event. The importance of organization is reflected in the first chapter. Our research was based on the model of preferential management by the third sector organizations, social marketing. From the tools provided by the social marketing mix to a cause-oriented entity, we give priority to Communication, an indispensable tool in non-profit entities, both in the constructive dimension, organizational image, and in the message dissemination factor, underlying steps. In studying Communication, we find the role of RP in the administration of the causal entity, the method it uses in the act of communicating and the importance of its work directed towards causes, usual practices. All working for the balance of relations between the entity that represents and the audience. It was proposed, after the research, a grid of PR inventory, a sketch that led us, in the concluding part, to make some considerations about the role of PR as a communicative agent in a causal institution. The use of the instrument was reflected in the last part of the report which described some of the requirements and challenges inherent in the completion of the internship and the role of a PR in institutions whose concern is the public.
The research theme ? the relevance of the communicative role of Public Relations in the area of Institutions linked to Social Causes ? led us to know the institutional reality of a non-profit and social organization, Associação Coração Delta to give legitimacy to the Study through presence in the event. The importance of organization is reflected in the first chapter. Our research was based on the model of preferential management by the third sector organizations, social marketing. From the tools provided by the social marketing mix to a cause-oriented entity, we give priority to Communication, an indispensable tool in non-profit entities, both in the constructive dimension, organizational image, and in the message dissemination factor, underlying steps. In studying Communication, we find the role of RP in the administration of the causal entity, the method it uses in the act of communicating and the importance of its work directed towards causes, usual practices. All working for the balance of relations between the entity that represents and the audience. It was proposed, after the research, a grid of PR inventory, a sketch that led us, in the concluding part, to make some considerations about the role of PR as a communicative agent in a causal institution. The use of the instrument was reflected in the last part of the report which described some of the requirements and challenges inherent in the completion of the internship and the role of a PR in institutions whose concern is the public.
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Keywords
Causas Sociais Comunicação Coração Delta Marketing Social Organizações Sem Fins Lucrativos Relações Públicas