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Advisor(s)
Abstract(s)
O presente relatório de estágio procura perceber em que medida a Comunicação
Estratégica é importante para uma empresa de gestão de resíduos. A investigação surgiu no
âmbito do estágio realizado na LIPOR – Serviço Intermunicipalizado de Gestão de
Resíduos do Grande Porto. Foi utilizado como caso de estudo o plano estratégico criado
para a organização nos anos de 2015 a 2020, por ter observado e participado na realização
do mesmo.
Partindo de um enquadramento teórico, pretendeu-se apresentar, numa primeira fase, a
Comunicação Organizacional. Assim sendo, e porque uma organização é um sistema de
comunicação onde existem amplas comunidades de seres humanos a interagir, será
apresentada a comunicação em dois sentidos: a Comunicação Interna e a Comunicação
Externa. Numa segunda fase, tentou perceber-se como a Comunicação Estratégica
incrementa valor aos seus colaboradores e Partes Interessadas e, neste âmbito, surgem as
Relações Públicas como ferramenta na gestão. Numa terceira fase, apresentou-se o modelo
de gestão – Balanced Scorecard –, uma vez que este é o modelo que serviu de base para a
criação do plano estratégico da LIPOR.
LIPOR
O trabalho empírico consistiu na observação e participação, enquanto estagiária, da
construção do plano estratégico de 2015 a 2020 e no envio de um questionário aos
responsáveis pela elaboração do mesmo. Finalmente, foi desenvolvido um capítulo
dedicado à comparação das teorias do enquadramento teórico com as práticas do estudo de
caso.
This internship report seeks to understand how important Strategic Communication is for a waste management company. The investigation came within the scope of the internship carried out at LIPOR- Intermunipalized Service of Waste Management of Greater Porto. It was used as a case study the strategic plan created for the organization in the years 2015 – 2020, for having observed and participated in the realization of it. Starting from a theoretical point, it was intended to present, in a first phase, Organizational Communication. Therefore, and because an organization is a communication system where there are large communities of human beings interacting, communication in two directions will be presented: Internal Communication and External Communication. In a second phase, an attempt was made to understand how Strategic Communication increases value for its employees and Stakeholders and, in this context, Public Relations emerges as a management tool. In a third phase, the management model – Balanced Scorecard – was presented, since this is the model that served as basis for the creation of LIPOR's strategic plan. In a third phase, the management model was presented: Balanced Scorecard, since this is the management model that served as the basis for the creation of LIPOR's strategic plan. LIPOR The empirical work consisted of observation and participation, as an intern, in the construction of the 2015 – 2020 strategic plan and through a questionnaire sent to those responsible for preparing it. Finally, a chapter was dedicated to comparing theories of theoretical review with practices of the case study.
This internship report seeks to understand how important Strategic Communication is for a waste management company. The investigation came within the scope of the internship carried out at LIPOR- Intermunipalized Service of Waste Management of Greater Porto. It was used as a case study the strategic plan created for the organization in the years 2015 – 2020, for having observed and participated in the realization of it. Starting from a theoretical point, it was intended to present, in a first phase, Organizational Communication. Therefore, and because an organization is a communication system where there are large communities of human beings interacting, communication in two directions will be presented: Internal Communication and External Communication. In a second phase, an attempt was made to understand how Strategic Communication increases value for its employees and Stakeholders and, in this context, Public Relations emerges as a management tool. In a third phase, the management model – Balanced Scorecard – was presented, since this is the model that served as basis for the creation of LIPOR's strategic plan. In a third phase, the management model was presented: Balanced Scorecard, since this is the management model that served as the basis for the creation of LIPOR's strategic plan. LIPOR The empirical work consisted of observation and participation, as an intern, in the construction of the 2015 – 2020 strategic plan and through a questionnaire sent to those responsible for preparing it. Finally, a chapter was dedicated to comparing theories of theoretical review with practices of the case study.
Description
Keywords
Comunicação organizacional Comunicação estratégica Vantagem competitiva Valor LIPOR Strategic communication Organizational communication Competitive advantage Value