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Authors
Advisor(s)
Abstract(s)
Nas últimas décadas, temos vindo a discutir as Relações Públicas como se as suas fronteiras como profissão e disciplina científica estivessem bem definidas, o que continua a não ser verdade. Mesmo se pudéssemos defender as Relações Públicas como uma disciplina completa e integrada, com um corpo de conhecimento coerente e autónomo, não deixaria de ser pertinente discutir os seus novos desenvolvimentos. Quando falamos de stakeholders, esquecemo-nos muitas vezes daqueles que estão silenciosamente perto de nós e que apenas se manifestam quando, por um motivo ou outro, se transformam, por exemplo, em grupos de pressão. Como poderão facilmente compreender, refiro-me à comunicação enquanto um conceito genérico e às comunidades na sua abordagem mais contextual. Para as organizações do Terceiro Sector, este deve ser, precisamente, defendido como um dos principais e centrais stakeholders.Recorrendo ao exemplo de uma organização portuguesa dedicada à causa da Doença de Alzheimer, a Associação Alzheimer Portugal, pretende-se demonstrar que a Comunicação Institucional deve começar a ser vista como indo mais além daquilo que são as suas concepções básicas. Apresenta-se, portanto, um projecto de uma estratégia de Relações Públicas que se constitui, por um lado, como uma forma de verificação empírica da tese aqui defendida e, por outro lado, como um projecto chave na mão para ser implementado na referida Associação.
ABSTRACT: We will discuss in this Master’s final work the connection of two disciplines till now considered as different both in their theoretic principles as well as in their practices: Public Relations, or if you prefer Corporate Communication, and Health Communication. For the purpose of this project we will consider Public Relations and Corporate Communications as synonyms and, when talkingabout Health Communication we are refering exclusively to communication pro-health and not to communication in health contexts.For the last decades we’ve been discussing Public Relations as if its boundaries both as a profession and as a scientific discipline where well established what wasn’t and still isn’t the case. Even if we could defend Public Relations as a complete and integrated discipline with a coherent and autonomous body of knowledge it would still appropriate to discuss its new developments. When speaking about stakeholders we forget quite often those that exist near us but in quite a silent manner sometimes only pointed out when by one motive or another transform themselves in a pressure group. As you might easily understand we are speaking about communication as a general concept and about communities in its most contextual approaches. For the third sector organizations this might be defended as one of the most important and central stakeholders.Using a Portuguese organization concerning Alzheimer disease, the Alzheimer Portugal Association, we will demonstrate that Corporate Communications must be seen asgoing beyond the classic aspects of their work. Is presented here a project for a Public Relations strategy that is, on one hand, an empirical verification of the thesis defended in this work, and on the other hand, as a turnkey project to be implemented in that Association. If desired, the central problem to wich this work wants to respond is how to implement a comprehensive communication strategy for Alzheimer Portugal Association, knowing that one of their main objectives is to increase literacy about dementia in general andabout Alzheimer's disease in particular. As already proposed by White and Mazur (1995), “(Public Relations) are a social practice, helping organizations fit into their social environments, and working on relationships, between groups to help bring about social and economic development and to help in completing social tasks.” (White & Mazur, 1995, p. 266) or more recently by Eiró-Gomes and Lourenço (2009), as well as by many other authors, to incorporate in their body of knowledge aspects that belong to what we usually consider as Communication in the Public Interest, understood as attempts to inform, empower and mobilize individuals and society for changes in knowledge, attitudes and behaviors (Cf: Rice and Atkin, 1989). The main hypothesis in this project is precisely that in Third Sector Organizations one of the main aspects of the Public Relations Department is to develop Health Communication campaigns. Integrating Communication in the Public Interest in the global Public Relations strategy we will have one more crucial area for the management of relationships between the organization and its publics, as well as to increase and consolidate the organization's reputation, with the aim of achieving commitment withthe public and society.
ABSTRACT: We will discuss in this Master’s final work the connection of two disciplines till now considered as different both in their theoretic principles as well as in their practices: Public Relations, or if you prefer Corporate Communication, and Health Communication. For the purpose of this project we will consider Public Relations and Corporate Communications as synonyms and, when talkingabout Health Communication we are refering exclusively to communication pro-health and not to communication in health contexts.For the last decades we’ve been discussing Public Relations as if its boundaries both as a profession and as a scientific discipline where well established what wasn’t and still isn’t the case. Even if we could defend Public Relations as a complete and integrated discipline with a coherent and autonomous body of knowledge it would still appropriate to discuss its new developments. When speaking about stakeholders we forget quite often those that exist near us but in quite a silent manner sometimes only pointed out when by one motive or another transform themselves in a pressure group. As you might easily understand we are speaking about communication as a general concept and about communities in its most contextual approaches. For the third sector organizations this might be defended as one of the most important and central stakeholders.Using a Portuguese organization concerning Alzheimer disease, the Alzheimer Portugal Association, we will demonstrate that Corporate Communications must be seen asgoing beyond the classic aspects of their work. Is presented here a project for a Public Relations strategy that is, on one hand, an empirical verification of the thesis defended in this work, and on the other hand, as a turnkey project to be implemented in that Association. If desired, the central problem to wich this work wants to respond is how to implement a comprehensive communication strategy for Alzheimer Portugal Association, knowing that one of their main objectives is to increase literacy about dementia in general andabout Alzheimer's disease in particular. As already proposed by White and Mazur (1995), “(Public Relations) are a social practice, helping organizations fit into their social environments, and working on relationships, between groups to help bring about social and economic development and to help in completing social tasks.” (White & Mazur, 1995, p. 266) or more recently by Eiró-Gomes and Lourenço (2009), as well as by many other authors, to incorporate in their body of knowledge aspects that belong to what we usually consider as Communication in the Public Interest, understood as attempts to inform, empower and mobilize individuals and society for changes in knowledge, attitudes and behaviors (Cf: Rice and Atkin, 1989). The main hypothesis in this project is precisely that in Third Sector Organizations one of the main aspects of the Public Relations Department is to develop Health Communication campaigns. Integrating Communication in the Public Interest in the global Public Relations strategy we will have one more crucial area for the management of relationships between the organization and its publics, as well as to increase and consolidate the organization's reputation, with the aim of achieving commitment withthe public and society.
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 Terceiro setor Comunicação institucional Doença de Alzheimer Portugal Organizações sem fins lucrativos Public relations Third sector Non profit organizations Corporate communication Communication in the public interest Public communication campaigns Health communication Alzheimer’s disease Dementia
Citation
Nunes, T.F.G. (2011). Terceiro sector: Relações públicas como negociação e compromisso. [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/10400.21/463
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social