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Authors
Advisor(s)
Abstract(s)
A expressão da ética e da sustentabilidade ambiental na comunicação das organizações
parece originar imagens de marca fortes e reputações tenazes, ao mesmo tempo que são
verdadeiras fontes de vantagem competitiva.
É neste contexto, que se pretende ao longo da presente investigação, entender as práticas
éticas a adotar no contexto da comunicação estratégica da sustentabilidade ambiental, de
forma a constituir um importante contributo para a reflexão académica e para o universo
empresarial, que possibilite melhorar a estratégia de comunicação no âmbito da
sustentabilidade ambiental.
A EDP - Energias de Portugal constitui o estudo de caso, para se conseguir uma melhor
compreensão da relação entre ética empresarial e comunicação estratégica da
sustentabilidade ambiental, no contexto empresarial atual, dado à sua sólida reputação no
âmbito das temáticas em estudo.
Com vista à obtenção de dados conclusivos sobre o tema, recorreu-se à metodologia
qualitativa, onde foram realizadas entrevistas aos responsáveis pelos Departamentos de
Ética e de Sustentabilidade do Grupo EDP, assim como, foi elaborada uma análise à
comunicação digital do Grupo EDP (redes sociais e website) e a dois documentos de
referência nas respetivas áreas.
Os resultados obtidos demonstram e confirmam a relevância dos temas Ética e
Sustentabilidade Ambiental para a EDP, sendo que, segundo os entrevistados, a reputação e
a própria sustentabilidade da empresa já dependem fortemente dessa relação.
ABSTRACT: The expression of ethics and environmental sustainability in the communication of organizations seems to give rise to strong brand images and tenacious reputations, while being true sources of competitive advantage. It is in this context, that it is intended throughout this research, to understand the ethical practices to be adopted in the context of strategic communication of environmental sustainability, in order to constitute an important contribution to academic reflection and to the business universe, which enables the improvement of communication strategy in the context of environmental sustainability. EDP - Energias de Portugal constitutes the case study, to achieve a better understanding of the relationship between business ethics and strategic communication of environmental sustainability, in the current business context, given its solid reputation within the themes under study. In order to obtain conclusive data on the topic, we used the qualitative methodology, where interviews were conducted with the heads of the EDP Group's Ethics and Sustainability Departments, as well as an analysis of the EDP Group's digital communication (social networks and website) and two reference documents in the respective areas. The results obtained demonstrate and confirm the relevance of the themes of Ethics and Environmental Sustainability for EDP, and according to the interviewees, the company's reputation and sustainability itself already depend heavily on this relationship.
ABSTRACT: The expression of ethics and environmental sustainability in the communication of organizations seems to give rise to strong brand images and tenacious reputations, while being true sources of competitive advantage. It is in this context, that it is intended throughout this research, to understand the ethical practices to be adopted in the context of strategic communication of environmental sustainability, in order to constitute an important contribution to academic reflection and to the business universe, which enables the improvement of communication strategy in the context of environmental sustainability. EDP - Energias de Portugal constitutes the case study, to achieve a better understanding of the relationship between business ethics and strategic communication of environmental sustainability, in the current business context, given its solid reputation within the themes under study. In order to obtain conclusive data on the topic, we used the qualitative methodology, where interviews were conducted with the heads of the EDP Group's Ethics and Sustainability Departments, as well as an analysis of the EDP Group's digital communication (social networks and website) and two reference documents in the respective areas. The results obtained demonstrate and confirm the relevance of the themes of Ethics and Environmental Sustainability for EDP, and according to the interviewees, the company's reputation and sustainability itself already depend heavily on this relationship.
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 Comunicação estratégica Reputação Ética empresarial Sustentabilidade ambiental Public relations Strategic communication Reputation Business ethics Environmental sustainability
Citation
Casimiro, R.M. (2021). Ética Empresarial e Sustentabilidade Ambiental: Qual o contributo das RP?. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14173
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social