| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 20.45 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente relatório de estágio intitula-se “As Relações Públicas e a Gestão das Marcas no Sector Hoteleiro: o caso do Hotel Ritz Four Seasons Lisboa”, tendo sido a questão de partida: “De que forma os profissionais de relações públicas são responsáveis pela gestão de marcas no sector hoteleiro?”. Importante será realçar que este estudo teve como base um estágio curricular que se desenrolou no Departamento de Comunicação e Imagem – Relações Públicas do Hotel Ritz Four Seasons Lisboa, entre 1 de Fevereiro e 28 de Junho de 2013.
O principal objectivo deste trabalho consiste em explorar o papel que os profissionais de relações públicas exercem na gestão do relacionamento entre uma marca do sector da hotelaria e os seus clientes, destacando as suas características de comunicação face-a-face onde o diálogo predomina e, mais recentemente, a utilidade da comunicação 2.0, a qual trouxe interactividade e dinamismo a esta relação.
Com este estudo é meu propósito abordar e analisar a interactividade existente entre os jornalistas que usufruíram de uma estadia no Hotel Ritz durante o período em que decorreu o estágio, e o Departamento de Relações Públicas. A metodologia escolhida debruçou-se sobre o método quantitativo, cuja técnica de recolha de dados foi o inquérito por questionário, tendo utilizado também o método qualitativo, com destaque para uma entrevista individual como técnica de recolha de dados. O público-alvo dos inquéritos recaiu sobre os jornalistas que usufruíram de uma estadia no Hotel Ritz, e a entrevista incidiu sobre a Directora de Relações Públicas.
Os dados recolhidos permitem concluir que o Departamento de Relações Públicas é capaz de criar uma relação emocional e de confiança entre um hotel e os jornalistas, criando percepções positivas da marca, sendo a procura pelo novo e diferente um factor determinante, que faz com que os jornalistas adiram à marca e tencionem divulgá-la na imprensa escrita.
This internship report is entitled as “Public Relations and Brands Management in Hotel Industry: the case of Four Seasons Hotel Ritz Lisbon” and the guiding question throughout the report is: “How are public relations professionals responsible for managing brands in the hotel industry?”. It is important to note that this study was based on an internship in Communication and Image - Public Relations Department in the Four Seasons Hotel Ritz Lisbon, from the 1st of February to the 28th of June 2013. The main purpose of this study is to explore the role that public relations professionals execute in relationship management between a hotel brand and their clients; emphasizing the characteristics of face-to-face communication where dialogue prevails and, more recently, the utility of 2.0 communication, which brought interactivity and dynamism to this relationship. With this study, it is my purpose to approach and analyze the existing interactivity between journalists, who enjoyed a stay at Four Seasons Hotel Ritz Lisbon during my internship, and the Public Relations Department. The chosen methodology consists on a quantitative method for which the data collection was the survey and for the qualitative method, an individual interview was used as a technique for data collection. The target of the survey were journalists who enjoyed a stay at the Hotel Ritz, and the interviewee was the Director of Public Relations. The data gathered allow concluding that the Public Relations Department is able to create an emotional and trust relationship between a hotel and journalists, creating positive perceptions of the brand, searching for new and different features, which result in journalists joining the brand and intending to disclose it in the print media.
This internship report is entitled as “Public Relations and Brands Management in Hotel Industry: the case of Four Seasons Hotel Ritz Lisbon” and the guiding question throughout the report is: “How are public relations professionals responsible for managing brands in the hotel industry?”. It is important to note that this study was based on an internship in Communication and Image - Public Relations Department in the Four Seasons Hotel Ritz Lisbon, from the 1st of February to the 28th of June 2013. The main purpose of this study is to explore the role that public relations professionals execute in relationship management between a hotel brand and their clients; emphasizing the characteristics of face-to-face communication where dialogue prevails and, more recently, the utility of 2.0 communication, which brought interactivity and dynamism to this relationship. With this study, it is my purpose to approach and analyze the existing interactivity between journalists, who enjoyed a stay at Four Seasons Hotel Ritz Lisbon during my internship, and the Public Relations Department. The chosen methodology consists on a quantitative method for which the data collection was the survey and for the qualitative method, an individual interview was used as a technique for data collection. The target of the survey were journalists who enjoyed a stay at the Hotel Ritz, and the interviewee was the Director of Public Relations. The data gathered allow concluding that the Public Relations Department is able to create an emotional and trust relationship between a hotel and journalists, creating positive perceptions of the brand, searching for new and different features, which result in journalists joining the brand and intending to disclose it in the print media.
Description
Keywords
Brand equity Comunicação Branding Hotelaria Relações públicas Estratégia organizacional Comunicação 2.0 Communication Hotel Industry Public relations Organizational strategy 2.0 communication