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Advisor(s)
Abstract(s)
O advento das tecnologias e a mudança da comunicação no ambiente digital fez com que
as organizações repensassem as suas estratégias de comunicação de forma a se
adaptarem aos novos meios online. Nas associações culturais sem fins lucrativos, é
exigido ao profissional de relações públicas que crie estratégias de comunicação que
caminhem com a evolução da sociedade global e que ajudem na construção da imagem e
reputação da organização, aumentando a sua visibilidade.
Este relatório divide-se em duas grandes partes. Na primeira parte, discute-se a
comunicação estratégia no ambiente digital e a forma como as associações podem
recorrer às diversas técnicas de marketing digital para divulgar os seus eventos. O papel
do responsável de relações públicas mostra-se essencial para o sucesso das estratégias,
tentando criar relacionamentos com os públicos e aumentar a visibilidade e notoriedade
da associação.
Na segunda parte, o estudo empírico, através da análise de conteúdo ao Facebook, ao
Instagram e ao website do New Hand Lab, bem como através do inquérito aplicado aos
seguidores das redes sociais da associação, conclui-se sobre a necessidade de esta
continuar a apostar nas estratégias de comunicação nas suas redes sociais, recorrendo,
no entanto, a outras ferramentas online.
The advent of technologies and the change in communication in the digital environment have led organizations to rethink their communication strategies in order to adapt to the new online media. In the non-profit cultural associations, the public relations professional is required to create communication strategies that walk with the evolution of global society and help build the image and reputation of the organization, increasing its visibility. This report is divided into two major parts. The first part discusses the strategic communication in the digital environment and how associations can use the various digital marketing techniques to publicize their events. The role of the public relations officer is essential to the success of the strategies, trying to create relationships with the public and increase the visibility and notoriety of the association. In the second part, the empirical study, through the analyses of content of Facebook, Instagram and the New Hand Lab’s website, as well as through the survey applied to the association’s social network followers, concludes on the need for the association to continue investing in communication strategies in its social networks, using, however, other online tools.
The advent of technologies and the change in communication in the digital environment have led organizations to rethink their communication strategies in order to adapt to the new online media. In the non-profit cultural associations, the public relations professional is required to create communication strategies that walk with the evolution of global society and help build the image and reputation of the organization, increasing its visibility. This report is divided into two major parts. The first part discusses the strategic communication in the digital environment and how associations can use the various digital marketing techniques to publicize their events. The role of the public relations officer is essential to the success of the strategies, trying to create relationships with the public and increase the visibility and notoriety of the association. In the second part, the empirical study, through the analyses of content of Facebook, Instagram and the New Hand Lab’s website, as well as through the survey applied to the association’s social network followers, concludes on the need for the association to continue investing in communication strategies in its social networks, using, however, other online tools.
Description
Keywords
Associação Sem Fins Lucrativos Comunicação Digital Gestão de Eventos New Hand Lab Redes Sociais