| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.25 MB | Adobe PDF |
Abstract(s)
Atualmente, as Relações Públicas, através do contributo vital da Assessoria de Imprensa, constituem uma das áreas de maior importância estratégica no campo das Ciências da Comunicação e, particularmente, da Comunicação Estratégica. O principal objetivo da Assessoria de Imprensa assenta em assegurar espaço editorial nos meios de comunicação social, com vista a promover ou divulgar um produto, serviço, ideia, lugar, pessoa ou organização. Estar presente nos media tornou-se, de facto, uma necessidade para qualquer organização.
Motivado pela realização de um estágio na consultora de comunicação e marketing Jervis Pereira, o presente trabalho académico consiste num Estudo de Caso que procura analisar de que forma a estratégia de Assessoria de Imprensa da Jervis Pereira contribuiu para a mediatização do evento “Feira das Viagens 2019” junto dos media. Desta forma, para além de descrever o contexto em que o estágio foi realizado, é dado enfoque à temática da Assessoria de Imprensa.
Os principais resultados do Estudo de Caso vieram demonstrar a relevância da estratégia de Assessoria de Imprensa da Jervis Pereira na mediatização da “Feira das Viagens 2019”. Por um lado, a cobertura mediática do evento revelou-se bastante favorável, visto que todas as notícias decorrentes dos comunicados de imprensa foram avaliadas como positivas ou muito positivas. Por outro, a “Feira das Viagens 2019” obteve uma cobertura bastante diversa em meios especializados em turismo, regionais e nacionais, ampliando o seu impacto mediático e beneficiando a posterior divulgação nos meios de comunicação social.
Currently, Public Relations, through the vital contribution of Press Office, are one of the most strategically important areas in the field of Communication Sciences, and particularly Strategic Communication. The main objective of Press Office is to ensure editorial space in the media, with the objective to promote a product, service, idea, place, person or organization. Being present in the media has become, indeed, a necessity for any organization. Driven by an internship at the communication and marketing agency Jervis Pereira, this academic investigation is a Case Study that seeks to analyze how Jervis Pereira's Press Office strategy contributed to the mediatization of the event “Feira das Viagens 2019” . Therefore, besides describing the context in which the internship was carried out, it focuses on the theme of the Press Office strategy. The main results of the Case Study showed the relevance of the organization's Press Office strategy in the mediatization of the “Feira das Viagens 2019”. On the one hand, the media coverage of the event turned out to be quite favorable, as all news that resulted from the press releases were rated as positive or very positive. On the other hand, “Feira das Viagens 2019” obtained a very diverse coverage in specialized tourism, regional and national media, expanding its media impact and benefiting the subsequent dissemination.
Currently, Public Relations, through the vital contribution of Press Office, are one of the most strategically important areas in the field of Communication Sciences, and particularly Strategic Communication. The main objective of Press Office is to ensure editorial space in the media, with the objective to promote a product, service, idea, place, person or organization. Being present in the media has become, indeed, a necessity for any organization. Driven by an internship at the communication and marketing agency Jervis Pereira, this academic investigation is a Case Study that seeks to analyze how Jervis Pereira's Press Office strategy contributed to the mediatization of the event “Feira das Viagens 2019” . Therefore, besides describing the context in which the internship was carried out, it focuses on the theme of the Press Office strategy. The main results of the Case Study showed the relevance of the organization's Press Office strategy in the mediatization of the “Feira das Viagens 2019”. On the one hand, the media coverage of the event turned out to be quite favorable, as all news that resulted from the press releases were rated as positive or very positive. On the other hand, “Feira das Viagens 2019” obtained a very diverse coverage in specialized tourism, regional and national media, expanding its media impact and benefiting the subsequent dissemination.
Description
Keywords
Relações públicas Assessoria de imprensa Media Feira das Viagens Public relations Press office