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Authors
Advisor(s)
Abstract(s)
A presente dissertação assenta na ideia de que os factores culturais influenciam as
relações das organizações com os stakeholders, pois a envolvente é cada vez mais
multicultural. Os critérios culturais revelam‐se, assim, importantes para as organizações
que actuam em cenários internacionais e multiculturais e ganham maior importância
numa realidade em que pessoas com diferentes backgrounds culturais habitam no mesmo
espaço.
Perante esta realidade, os profissionais de Relações Públicas têm a responsabilidade de
gerir as relações entre a organização e os stakeholders multiculturais, da mesma forma que
devem ter a capacidade de construir espaços de relação entre diferentes intervenientes
das diversas culturas. Este é um dos papéis que as Relações Públicas devem desempenhar
na nossa sociedade, contribuindo para um diálogo e compreensão entre organizações,
grupos e pessoas de diferentes culturas.
ABSTRACT: This thesis is based on the idea that cultural factors influence the relationship between organizations and stakeholders, because environment is becoming increasingly multicultural. So, the cultural factors are important to organizations that working on international and multicultural scenarios and become more important in an environment where people with different cultural backgrounds living in the same space. According this reality, the Public Relations practitioners have the responsibility to manage relations between organizations and multicultural stakeholders, just as they should have the ability to build spaces or relationship between different actors of different cultures. This is one of the roles that Public Relations should play in our society, contributing to dialogue and understanding between organizations, groups and people from different cultures. In intercultural relations is essential find a space where the communication and understanding are possible: a sharing space between organization and stakeholder. To answer to this need, is presented, in this thesis, a methodology to manage relationships with multicultural stakeholders, that facilitate the analysis of environment and, consequently, the work of organizations and Public Relations when acting in multicultural contexts. The notion of values is fundamental to study Intercultural Public Relations, because values influence how we interpret and see the world. Thus, sharing values between the organizations and the stakeholders is essential to create and maintain a relationship.
ABSTRACT: This thesis is based on the idea that cultural factors influence the relationship between organizations and stakeholders, because environment is becoming increasingly multicultural. So, the cultural factors are important to organizations that working on international and multicultural scenarios and become more important in an environment where people with different cultural backgrounds living in the same space. According this reality, the Public Relations practitioners have the responsibility to manage relations between organizations and multicultural stakeholders, just as they should have the ability to build spaces or relationship between different actors of different cultures. This is one of the roles that Public Relations should play in our society, contributing to dialogue and understanding between organizations, groups and people from different cultures. In intercultural relations is essential find a space where the communication and understanding are possible: a sharing space between organization and stakeholder. To answer to this need, is presented, in this thesis, a methodology to manage relationships with multicultural stakeholders, that facilitate the analysis of environment and, consequently, the work of organizations and Public Relations when acting in multicultural contexts. The notion of values is fundamental to study Intercultural Public Relations, because values influence how we interpret and see the world. Thus, sharing values between the organizations and the stakeholders is essential to create and maintain a 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 Multiculturalismo Stakeholders Valores Public relations Multiculturalism Values
Citation
Neto, C.H. (2010). Gestão de relações com stakeholders multiculturais: Uma abordagem baseada nos valores. [Dissertação de mestrado em Gestão Estratégica das Relações Públicas, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/585
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social