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Advisor(s)
Abstract(s)
Nunca antes as relações públicas ocuparam um lugar tão preponderante no contexto
organizacional como na atualidade. À medida que cresce o corpo de conhecimento no campo,
aumentam também os debates e as pesquisas em torno dos estilos e competências de liderança
considerados eficazes. Neste cenário, a partir das vivências de profissionais da área, buscou-se
analisar quais são as condições e competências necessárias para que se possa exercer com
sucesso a liderança em agências de relações públicas.
A presente investigação incide sobre os processos da liderança nas agências brasileiras de
relações públicas e recorre à metodologia mista conduzida em duas etapas, o que resulta na
maximização dos pontos fortes e na compensação das fraquezas de cada abordagem. Realizou se primeiramente a recolha e análise de dados qualitativos obtidos a partir de entrevistas
semiestruturadas com três profissionais brasileiros que ocupam posição de liderança em
agências de relações públicas. Paralelamente, procedeu-se a recolha e análise estatística de
dados quantitativos obtidos através de um inquérito por questionário que foi respondido por
152 profissionais brasileiros que trabalham nas vinte maiores agências do país. Os resultados
apontam que os líderes no campo das relações públicas usam diferentes estilos de liderança
dependendo das demandas de cada situação, com maior tendência para comportamentos
transformacionais e autênticos, caracterizados pelo interesse genuíno no bem-estar dos
funcionários e na promoção de uma atmosfera de confiança que promove a criação de um
vínculo entre líderes e liderados. Espera-se que as descobertas e reflexões alcançadas com a
presente investigação possam contribuir para o aperfeiçoamento do campo e aprimoramento da
compreensão da liderança de relações públicas no contexto brasileiro.
ABSTRACT: Public relations have never before occupied such a preponderant place in the organizational context as today. As the body of knowledge in the field grows, so does the debate and research around the style and skills of leadership considered effective. In this scenario, based on the experiences of professionals in the area, we sought to analyze what are the necessary conditions and skills to successfully exercise leadership in public relations agencies. The present investigation focuses on the leadership processes in Brazilian public relations agencies and uses a mixed methodology conducted in two stages, which results in the maximization of the strengths and the compensation of the weaknesses of each approach. It took place first, the collection and analysis of qualitative data obtained from semi-structured interviews with three Brazilian professionals that occupy leadership position in public relations agencies. At the same time, it was carried out the collection and statistical analysis of quantitative data obtained through a questionnaire survey, which was answered by 152 Brazilian professionals who work in the twenty largest agencies in the country. The results show that leaders in the field of public relations use different leadership styles depending on the demands of each situation, with greater tendency towards transformational and authentic behaviors, characterized by the genuine interest in the well-being of employees and in promoting an atmosphere of trust, that promotes the creation of a bond between leaders and followers. It is hoped that the findings and reflections achieved with the present investigation can contribute to the improvement of the field and the enhancement of the understanding of public relations leadership in the Brazilian context.
ABSTRACT: Public relations have never before occupied such a preponderant place in the organizational context as today. As the body of knowledge in the field grows, so does the debate and research around the style and skills of leadership considered effective. In this scenario, based on the experiences of professionals in the area, we sought to analyze what are the necessary conditions and skills to successfully exercise leadership in public relations agencies. The present investigation focuses on the leadership processes in Brazilian public relations agencies and uses a mixed methodology conducted in two stages, which results in the maximization of the strengths and the compensation of the weaknesses of each approach. It took place first, the collection and analysis of qualitative data obtained from semi-structured interviews with three Brazilian professionals that occupy leadership position in public relations agencies. At the same time, it was carried out the collection and statistical analysis of quantitative data obtained through a questionnaire survey, which was answered by 152 Brazilian professionals who work in the twenty largest agencies in the country. The results show that leaders in the field of public relations use different leadership styles depending on the demands of each situation, with greater tendency towards transformational and authentic behaviors, characterized by the genuine interest in the well-being of employees and in promoting an atmosphere of trust, that promotes the creation of a bond between leaders and followers. It is hoped that the findings and reflections achieved with the present investigation can contribute to the improvement of the field and the enhancement of the understanding of public relations leadership in the Brazilian context.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Relações públicas Liderança Agências de relações públicas Competências de liderança Comunicação organizacional Public relations Leadership Public relations agency Leadership skills Organizational communication
Citation
Baú, D. (2022). Liderança em agências de Relações Públicas: Contributos para o desenvolvimento de um líder. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15557
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social