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Authors
Advisor(s)
Abstract(s)
Ao longo dos anos, as Relações Públicas (RP) têm ganho um palco de importância para
as organizações e desempenhado um papel de transformações na sociedade. A sua
função-chapéu, com a responsabilidade estratégica das organizações, tem permitido o
goodwill, confiança e relação necessária com os stakeholders. Com o impacto da crise de
saúde pública, que implicou uma nova realidade e readaptação, comunicar tornou-se
ainda mais relevante num período de inseguranças e sem certezas.
Neste sentido, o presente trabalho de investigação centra-se na contribuição da
Comunicação e das Relações Públicas da UNICEF Portugal no contexto pandémico
vigente. Desta forma, optou-se por uma metodologia de tipologia qualitativa com recurso
a entrevistas e análise documental, onde foi possível analisar a comunicação da
organização durante a 1.ª vaga da pandemia da COVID-19 em Portugal.
A análise foi efetuada entre os meses de março e dezembro de 2020 e abrangeu os
seguintes suportes de comunicação: comunicados de imprensa, documentos publicados,
website e redes sociais.
Com este estudo, foi possível concluir que a comunicação da UNICEF Portugal foi
readaptada, face ao contexto vigente, garantindo que os conteúdos divulgados na
imprensa e redes sociais fossem credíveis, factuais e com proximidade ao público. No
que concerne às Relações Públicas da organização, compreendeu-se que detêm de um
contributo relevante na medida em que, através da definição da estratégia
comunicacional, desempenha um papel relacional entre a organização e os seus públicos
através de programas de medidas de intervenção e angariação de fundos.
ABSTRACT: Over the years, Public Relations (PR) has gained a stage of importance for organizations and played a transformative role in society. Its key role, with the strategic responsibility of organizations, has allowed the goodwill, trust and necessary relationship with stakeholders. With the impact of the public health crisis, which implied a new reality and readaptation, communicating became even more relevant in a period of insecurities and no certainties. In this sense, this research work focuses on the contribution of Communication and Public Relations of UNICEF Portugal in the current pandemic context. In this way, a qualitative methodology was chosen, using interviews and document analysis, where it was possible to analyze the communication of the organization during the 1st wave of the COVID-19 pandemic in Portugal. The analysis was carried out between March and December 2020 and covered the following communication media: press releases, published documents, website and social networks. With this study, it was possible to conclude that UNICEF Portugal's communication was readapted, given the current context, ensuring that the content disclosed in the press and social networks were credible, factual and with proximity to the public. In what concerns the organization's Public Relations, it was understood that they have a relevant contribution insofar as, through the definition of the communication strategy, they play a relational role between the organization and its publics through programs of intervention and fundraising measures.
ABSTRACT: Over the years, Public Relations (PR) has gained a stage of importance for organizations and played a transformative role in society. Its key role, with the strategic responsibility of organizations, has allowed the goodwill, trust and necessary relationship with stakeholders. With the impact of the public health crisis, which implied a new reality and readaptation, communicating became even more relevant in a period of insecurities and no certainties. In this sense, this research work focuses on the contribution of Communication and Public Relations of UNICEF Portugal in the current pandemic context. In this way, a qualitative methodology was chosen, using interviews and document analysis, where it was possible to analyze the communication of the organization during the 1st wave of the COVID-19 pandemic in Portugal. The analysis was carried out between March and December 2020 and covered the following communication media: press releases, published documents, website and social networks. With this study, it was possible to conclude that UNICEF Portugal's communication was readapted, given the current context, ensuring that the content disclosed in the press and social networks were credible, factual and with proximity to the public. In what concerns the organization's Public Relations, it was understood that they have a relevant contribution insofar as, through the definition of the communication strategy, they play a relational role between the organization and its publics through programs of intervention and fundraising measures.
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
Comunicação Estratégias Relações públicas UNICEF Portugal Pandemia COVID-19 Communication Strategies Public relations UNICEF Portugal Pandemic COVID-19
Citation
Andrade, C.S. (2021). O contributo da comunicação e das relações públicas durante a 1.ª vaga da pandemia SARS-CoV-2: o caso da UNICEF Portugal. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13631
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social