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Abstract(s)
A presente investigação tem como pergunta de partida: Qual a função dos profissionais de Relações Públicas nos processos de definição de estratégias nos níveis organizacionais corporate e de negócio? e pretende posicionar as RP como essenciais para o processo de definição de estratégias nos níveis referidos.
Optou-se por avaliar esta função nos níveis corporate e de negócio, não estando no âmbito da análise o nível funcional. Foi estudada a função dos profissionais de RP na definição de estratégias referentes ao posicionamento competitivo das unidades de negócio das empresas estudadas (nível de negócio), bem como as decisões estratégicas acerca dos mercados, produtos ou aquisições em que devem apostar (nível corporate).
Realizou-se uma revisão teórica sobre a temática para apresentar o estado da arte. Deu-se, de seguida, início ao estudo comparativo que consistiu em entrevistas aos dois Diretores de Comunicação da Galp Energia e EDP, e uma análise a ambas as empresas e ao setor energético português.
Chegados às conclusões, estas são relevantes sobre a função e importância das RP na definição de estratégias nos níveis corporate e de negócio. Ao contribuir para uma melhor compreensão das RP nestes níveis eleva-se o reconhecimento da atividade confirmando, assim, o valor fundamental que as RP têm na definição de estratégias nos níveis referidos.
ABSTRACT: The study presented focus on the Public Relations (PR) professional and its contribute to strategies’ definition at corporate and business levels. The investigation has the following starting question: What is the Public Relations professionals role in the strategies definition process at the corporate and business levels?, and aims to set PR as an indispensable piece for strategies definition process in those levels. It was decided to review this function at corporate and business levels, not being in analyzing the functional level. It was studied the function of PR professionals in defining strategies relating to the competitive position of the business units of the audited companies (business level), as well as the strategic decisions about markets, products or acquisitions that they should bet on(corporate level). We conducted a thorough literature review on the subject to be able to present the state of the art. Then was began the empirical work, by interviewing the two Communications Directors of Galp Energia and EDP, who answered a specific script accordingly the investigation goals. Having reached the conclusions, these are relevant on the role and importance of PR in the defining strategies in corporate and business levels. By contributing to a better understanding of PR at these levels it rises the function recognition confirming the value that PR have in the strategy definition on these levels.
ABSTRACT: The study presented focus on the Public Relations (PR) professional and its contribute to strategies’ definition at corporate and business levels. The investigation has the following starting question: What is the Public Relations professionals role in the strategies definition process at the corporate and business levels?, and aims to set PR as an indispensable piece for strategies definition process in those levels. It was decided to review this function at corporate and business levels, not being in analyzing the functional level. It was studied the function of PR professionals in defining strategies relating to the competitive position of the business units of the audited companies (business level), as well as the strategic decisions about markets, products or acquisitions that they should bet on(corporate level). We conducted a thorough literature review on the subject to be able to present the state of the art. Then was began the empirical work, by interviewing the two Communications Directors of Galp Energia and EDP, who answered a specific script accordingly the investigation goals. Having reached the conclusions, these are relevant on the role and importance of PR in the defining strategies in corporate and business levels. By contributing to a better understanding of PR at these levels it rises the function recognition confirming the value that PR have in the strategy definition on these levels.
Description
Dissertação 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 Definição de estratégias Estratégias Setor energético Galp Energia EDP - Energias de Portugal Public relations Strategies definition Strategies Energy sector
Citation
QUADRADO, Rui Daniel Silveira - As relações públicas na definição de estratégias nos níveis corporate e de negócio: estudo comparativo: Galp energia e EDP. Lisboa: Escola Superior de Comunicação Social, 2016. Dissertação de mestrado.