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Publicação
Estratégias de comunicação e públicos-alvo : um estudo de caso da Academia Olímpica de Portugal
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| 8.63 MB | Adobe PDF |
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Resumo(s)
Com o surgimento de novas plataformas eletrônicas muitas organizações acabam por se perder nessa avalanche das novas tecnologias, utilizando estratégias de “tudo para todos”.
Este trabalho tem como objetivo principal apresentar a importância da definição dos públicos-alvo nas organizações desportivas, através de um estudo de caso na Academia Olímpica de Portugal. Para suprir esse e os objetivos específicos foi realizada a revisão de literatura dos assuntos e autores pertinentes ao estudo, ou seja, comunicação, desporto, relações públicas no desporto, auditoria de comunicação e
públicos-alvo.
A metodologia utilizada foi “multimétodo” para recolha e análise dos dados, através de inquérito online, entrevista em profundidade e análise documental. As ferramentas para análise qualitativo e quantitativo foram o MAXQDA e o Google Analytics. Com base na metodologia de auditoria de comunicação de Souza (2006),
foram apresentados e discutidos os resultados dos 18 tópicos propostos pelo autor.
Chegou-se a conclusão geral que ter os públicos-alvo mapeados e identificados acaba por se tornar a linha mestra que conduz todo o planeamento estratégico de uma organização, e claramente decisivo na definição das estratégias de comunicação e divulgação de cada uma das ações. Foram apresentas as conclusões para os três objetivos específicos relacionados à AOP.
With the emergence of new electronic platforms many organizations end up getting lost in this avalanche of new technologies, using "everything for everyone" strategies. This work has as main objective to present the importance of the definition of the target audiences in the sports organizations, through a case study in the Portuguese Olympic Academy. In order to meet this and its specific objectives, a literature review of the subjects and authors pertinents to the study was carried out, ie, communication, sports, public relations in sports, communication auditing and target audiences. With this, it is justified, with theoretical bases, the importance of the subject and the study itself. The methodology used was "multi-method" for data collection and analysis, through online survey, in-depth interview and documentary analysis. The tools for qualitative and quantitative analysis were MAXQDA and Google Analytics. Based on the communication audit methodology of Souza (2006), the results of the 18 topics proposed by the author were presented and discussed. The general conclusion was that having mapped target and audiences ends up becoming the main line that drives all the strategic planning of an organization, and clearly decisive in the definition of communication strategies and dissemination of each one of the actions. The conclusions were presented for the three specific objectives related to the OAP.
With the emergence of new electronic platforms many organizations end up getting lost in this avalanche of new technologies, using "everything for everyone" strategies. This work has as main objective to present the importance of the definition of the target audiences in the sports organizations, through a case study in the Portuguese Olympic Academy. In order to meet this and its specific objectives, a literature review of the subjects and authors pertinents to the study was carried out, ie, communication, sports, public relations in sports, communication auditing and target audiences. With this, it is justified, with theoretical bases, the importance of the subject and the study itself. The methodology used was "multi-method" for data collection and analysis, through online survey, in-depth interview and documentary analysis. The tools for qualitative and quantitative analysis were MAXQDA and Google Analytics. Based on the communication audit methodology of Souza (2006), the results of the 18 topics proposed by the author were presented and discussed. The general conclusion was that having mapped target and audiences ends up becoming the main line that drives all the strategic planning of an organization, and clearly decisive in the definition of communication strategies and dissemination of each one of the actions. The conclusions were presented for the three specific objectives related to the OAP.
Descrição
Palavras-chave
Comunicação Relações públicas no desporto Auditoria de comunicação Públicos-alvo Gestão do desporto Estratégias Communication Public relations in sport Communication audit Target audience Sport management Strategies