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Authors
Advisor(s)
Abstract(s)
A importância da inclusão das Relações Públicas (RP) nas práticas e atividades das
organizações desportivas tem vindo a aumentar com o passar dos anos. Isto deve-se, entre
outros fatores, ao aumento do número de pessoas e entidades com os quais as
organizações devem estabelecer relações mutuamente benéficas, de forma a contribuir
para o seu sucesso e cumprir os seus objetivos.
Torna-se então importante, do lado dos colaboradores e responsáveis das organizações
desportivas, desenvolver competências e capacidades de maneira a manter e gerar uma
comunicação eficaz com todos os seus diferentes públicos e stakeholders. Sendo assim,
torna-se importante analisar o impacto da comunicação e tentar perceber até que ponto é
que a função das Relações Públicas pode ajudar a resolver eventuais problemas apontados
pelas próprias organizações desportivas.
O objetivo principal desta investigação passa por perceber o atual papel da comunicação
nos clubes de basquetebol em Portugal, e a forma como as Relações Públicas são
utilizadas para estabelecer relações com os seus diversos stakeholders. Desta forma, é
efetuado um ponto de situação daquilo que se observa nos clubes de basquetebol em
Portugal a nível da comunicação, de forma a perceber como esta função é utilizada para
estabelecer relações com atletas, treinadores ou patrocínios, por exemplo. Para tal, é
efetuada uma revisão bibliográfica dos principais conceitos de RP, desporto e
basquetebol, e analisam-se as opiniões e conhecimentos de responsáveis pelos clubes de
basquetebol em Portugal, com base numa metodologia qualitativa.
Pretende-se, por fim, observar e identificar potenciais lacunas que possam, por sua vez,
lançar futuras investigações e projetos que contribuam para um aprimoramento das
funções de comunicação e para a gestão de relações com os stakeholders-chave dos
clubes, nomeadamente as autarquias e a Federação Portuguesa de Basquetebol.
ABSTRACT: The importance of incorporating Public Relations (PR) in the sports organizations’ practices and activities has been growing throughout the years. This is due, among other factors, to the increase in the number of people and entities in which the organizations should establish mutually beneficial relations in order to contribute to their success and achieve their goals. It is therefore important for the sports organizations’ employees and managers to develop skills and capabilities in order to maintain and generate effective communication with all their different publics and stakeholders. Furthermore, it becomes important to analyze the impact of communication and try to understand to what extent the function of Public Relations can help solving eventual problems pointed out by the organizations themselves. The main objective of this investigation is to understand the current role of communication in the basketball clubs in Portugal, and the way Public Relations are used to establish relations with their various stakeholders. This way, a state of affairs of what can be found in the Portuguese basketball clubs in regard to communication is analyzed in order to understand how this function is used to establish relations with athletes, coaches or sponsors, for example. Thus, a bibliographical review of the main concepts of PR, sports and basketball is carried out, and the opinions and knowledge of those responsible for basketball clubs in Portugal are analyzed, based on a qualitative methodology. Finally, the intention is to observe and identify potential gaps that might launch future investigations and projects that can contribute to the improvement of the communication functions and the management of relations with the club’s key stakeholders, namely municipalities and the Portuguese Basketball Federation.
ABSTRACT: The importance of incorporating Public Relations (PR) in the sports organizations’ practices and activities has been growing throughout the years. This is due, among other factors, to the increase in the number of people and entities in which the organizations should establish mutually beneficial relations in order to contribute to their success and achieve their goals. It is therefore important for the sports organizations’ employees and managers to develop skills and capabilities in order to maintain and generate effective communication with all their different publics and stakeholders. Furthermore, it becomes important to analyze the impact of communication and try to understand to what extent the function of Public Relations can help solving eventual problems pointed out by the organizations themselves. The main objective of this investigation is to understand the current role of communication in the basketball clubs in Portugal, and the way Public Relations are used to establish relations with their various stakeholders. This way, a state of affairs of what can be found in the Portuguese basketball clubs in regard to communication is analyzed in order to understand how this function is used to establish relations with athletes, coaches or sponsors, for example. Thus, a bibliographical review of the main concepts of PR, sports and basketball is carried out, and the opinions and knowledge of those responsible for basketball clubs in Portugal are analyzed, based on a qualitative methodology. Finally, the intention is to observe and identify potential gaps that might launch future investigations and projects that can contribute to the improvement of the communication functions and the management of relations with the club’s key stakeholders, namely municipalities and the Portuguese Basketball Federation.
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
Basquetebol Clubes portugueses Comunicação Desporto Relações públicas Stakeholders Basketball Portuguese clubs Communication Sports Public relations
Citation
Pertzborn, J. (2020). Comunicação no setor desportivo: O caso do basquetebol. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13104
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social