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Authors
Advisor(s)
Abstract(s)
À medida que a visão estratégica das Relações Públicas nas organizações é consolidada, assiste se à emergência de novas teorias e novas formas de pensar a atividade. O posicionamento,
elemento fundamental na estratégia de Marketing, surge como um conceito de crescente relevância
no domínio das Relações Públicas, capaz de dar resposta aos desafios inerentes à sociedade
contemporânea.
O principal objetivo desta investigação passa pela aplicação do enquadramento teórico do
posicionamento, numa perspetiva de Relações Públicas, no setor segurador. Embora constitua um
setor tradicionalmente percecionado de forma negativa, os portugueses revelam ter uma imagem
positiva e um índice de confiança alto no que diz respeito às seguradoras, o que pode indicar a
importância das Relações Públicas no desenvolvimento de ativos intangíveis que lhes permitem
posicionar-se de forma favorável perante os stakeholders.
Assim sendo, foi realizado um estudo comparativo entre quatro grandes players do setor
segurador, que se traduziu numa análise aos respetivos websites institucionais, entrevistas aos
responsáveis de comunicação e caracterização do setor e das organizações em estudo.
Neste sentido, o presente estudo permitiu reforçar a relevância do enquadramento do
posicionamento num contexto de Relações Públicas. Foi possível depreender que as seguradoras
primam pela humanização da marca, procurando posicionar-se como entidades próximas, que
visam proteger e estar presentes ao longo da vida das pessoas. Mais se verificou que as Relações
Públicas assumem um papel de relevância na construção e materialização do posicionamento das
organizações estudadas, através da monitorização da envolvente, construção de relações com os
stakeholders e desenvolvimento do capital imaterial das mesmas.
ABSTRACT: As the strategic vision of Public Relations in organizations is consolidated, there is an emergence of new theories and new ways of thinking about the activity. Positioning, a fundamental element in the Marketing strategy, emerges as a concept of increasing relevance in the field of Public Relations, capable of responding to the inherent challenges of the contemporary society. The main objective of this investigation is the application of the positioning theoretical framework, from a Public Relations perspective, in the insurance sector. Although it is a sector that has traditionally been negatively perceived, the Portuguese have a positive image and a high level of trust regarding insurance companies, which may indicate the importance of Public Relations in the development of intangible assets that allow them to position themselves favorably before stakeholders. Therefore, a comparative study was carried out between four major players in the insurance sector, which resulted in an analysis of the respective institutional websites, interviews with those responsible for communication and characterization of the sector and the organizations under study. In this sense, the present study allowed to reinforce the relevance of the positioning framework in a Public Relations context. It was possible to conclude that the insurers excel in the humanization of the brand, seeking to position themselves as close entities, which aim to protect and be present throughout people's lives. It was further verified that Public Relations play an important role in the construction and materialization of the positioning of the organizations studied, through monitoring the environment, building relationships with stakeholders, and developing their intangible capital.
ABSTRACT: As the strategic vision of Public Relations in organizations is consolidated, there is an emergence of new theories and new ways of thinking about the activity. Positioning, a fundamental element in the Marketing strategy, emerges as a concept of increasing relevance in the field of Public Relations, capable of responding to the inherent challenges of the contemporary society. The main objective of this investigation is the application of the positioning theoretical framework, from a Public Relations perspective, in the insurance sector. Although it is a sector that has traditionally been negatively perceived, the Portuguese have a positive image and a high level of trust regarding insurance companies, which may indicate the importance of Public Relations in the development of intangible assets that allow them to position themselves favorably before stakeholders. Therefore, a comparative study was carried out between four major players in the insurance sector, which resulted in an analysis of the respective institutional websites, interviews with those responsible for communication and characterization of the sector and the organizations under study. In this sense, the present study allowed to reinforce the relevance of the positioning framework in a Public Relations context. It was possible to conclude that the insurers excel in the humanization of the brand, seeking to position themselves as close entities, which aim to protect and be present throughout people's lives. It was further verified that Public Relations play an important role in the construction and materialization of the positioning of the organizations studied, through monitoring the environment, building relationships with stakeholders, and developing their intangible capital.
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
Posicionamento Relações públicas estratégicas Marketing Setor segurado Positioning Strategic public relations Marketing Insurance sector
Citation
Félix, D.A.L. (2021). O posicionamento estratégico nas relações públicas: uma visão aplicada às organizações do setor segurador. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13632
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social