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Advisor(s)
Abstract(s)
A assessoria de comunicação tem várias vertentes, desde o trabalho de assessoria de imprensa
ao planeamento e gestão de redes socias. É o bom funcionamento de assessoria de uma marca
que determina o seu posicionamento no mercado e o seu nível de reputação.
A comunicação das marcas, dentro do campo das relações públicas e da área da assessoria de
comunicação, é central no relatório que apresentamos. No caso, analisaremos o papel da
assessoria de comunicação na apresentação da marca Be Uau, a partir de observação
participante e de análise de conteúdo, e o impacto desta na reputação da mesma.
O presente relatório resulta de um estágio de três meses na agência de comunicação Creative
Minds e da observação direta da aplicação do plano estratégico de comunicação do lançamento
da marca Be Uau no mercado. O estudo integrado neste relatório resulta da análise do trabalho
de assessoria de imprensa e da comunicação online nas redes sociais Facebook e Instagram.
Nele se conclui que, apesar da proeminência da comunicação nas redes digitais, a ligação das
marcas aos órgãos de comunicação formais continua a ser fundamental para efeitos de
credibilização e de reputação.
The communication advisory has several aspects, from the work of press advisory to the planning and management of social networks. It is the proper functioning of a brand's advice that determines its position in the market and its reputation level. Brand communication, within the field of public relations and the area of communication advisory, is central to the report we present. In this case, we will analyze the role of the communication consultancy in the presentation of the Be Uau brand, based on participant observation and content analysis, and its impact on reputation of the brand we present. This report is the result of a three-month internship with the Creative Minds communication agency and the direct observation of the implementation of the strategic communication plan for the launch of the Be Uau brand on the market. The study integrated in this report results from the analysis of press work and online communication on social networks Facebook and Instagram. It concludes that, despite the prominence of communication in digital networks, the linking of brands to the formal media remains fundamental for credibility and reputation purposes.
The communication advisory has several aspects, from the work of press advisory to the planning and management of social networks. It is the proper functioning of a brand's advice that determines its position in the market and its reputation level. Brand communication, within the field of public relations and the area of communication advisory, is central to the report we present. In this case, we will analyze the role of the communication consultancy in the presentation of the Be Uau brand, based on participant observation and content analysis, and its impact on reputation of the brand we present. This report is the result of a three-month internship with the Creative Minds communication agency and the direct observation of the implementation of the strategic communication plan for the launch of the Be Uau brand on the market. The study integrated in this report results from the analysis of press work and online communication on social networks Facebook and Instagram. It concludes that, despite the prominence of communication in digital networks, the linking of brands to the formal media remains fundamental for credibility and reputation purposes.
Description
Keywords
Assessoria de Comunicação Assessoria de Imprensa Be Uau Marca Reputação