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Abstract(s)
Este trabalho refere-se à comunicação organizacional do Centro de Solidariedade de Braga - Projecto Homem, na vertente externa. A comunicação organizacional tem vindo a destacar-se no meio organizacional, sendo considerada um campo indispensável nas organizações pelas suas funções na comunicação interna, comunicação externa, relações públicas, publicidades e propaganda institucional. Contudo, esta investigação centra-se na vertente da comunicação externa. Esta vertente assenta na divulgação das missões das organizações, para que estas possam adquirir o respeito e o reconhecimento do seu público-alvo, ou seja, tem como objetivo dar a conhecer e promover a imagem das instituições, com vistas à obtenção de atitudes favoráveis por parte do público externo. Assim sendo, o estudo foi suportado por um quadro teórico capaz de proporcionar uma boa compreensão do tema e de sustentar cientificamente os resultados atingidos. Do ponto de vista metodológico, tratou-se de um estudo quantitativo exploratório, construído por um questionário Sócio-Demográfico e um questionário de Comunicação Externa, aplicados a uma amostra de 154 inquiridos na Cidade de Braga.
O resultado mostrou que os bracarenses não conhecem a instituição do Centro de Solidariedade de Braga- Projecto Homem, nem os seus valores ou o seu programa educativo. Também não se verificou a existência de resultados estatisticamente significativos sobre a relação existente entre a qualidade da comunicação externa e grau de escolaridade dos inquiridos. Outra conclusão a que se chegou foi a de que não há uma relação significativa entre as diversas faixas etárias dos inquiridos com a clareza e objetividade da informação veiculada pela instituição. Mas, no que toca a relação existente entre a faixa etária e a simplicidade e utilidade da informação obteve-se diferenças significativas. Da mesma forma, obtemos diferenças significativas no que concerne à ligação entre os níveis de escolaridade dos inquiridos e as visitas efetuadas ao site da instituição. Por fim, verificou-se que a divulgação da instituição através de amigos e familiares mostrou ser mais eficaz do que os mass media e a publicidade institucional.
This work refers to organizational communication Solidarity Center Braga - Man Project, the external perspective. The organizational communication has been highlighted in the organizational environment, and is considered essential in a field organizations for their role in internal communications, external communications, public relations, advertising and institutional advertising. However, this research focuses on aspects of external communication. This component is based on the disclosure of the missions of the organizations, so that they can acquire the respect and recognition of their target audience, ie, aims to publicize and promote the image of institutions, with a view to obtaining favorable attitudes on the part the external public. Thus, the study was supported by a theoretical framework capable of providing a good understanding of the topic and sustain scientifically the results achieved. From the methodological point of view, this was an exploratory quantitative study, a questionnaire constructed by Socio-Demographic and questionnaire External Communications, applied to a sample of 154 respondents in the city of Braga. The result showed that Braga did not know the institution of the Solidarity Center Project Man-of Braga, or their values or their educational program. Also there was the existence of statistically significant results on the relationship between the quality of external communication and education level of the respondents. Another conclusion that was reached was that there is a significant relationship between the various age groups of respondents with clarity and objectivity of the information provided by the institution. But, as regards the relationship between age and the simplicity and usefulness of information obtained significant differences. Likewise, we find significant differences regarding the link between education levels of respondents and visits made to the website. Finally, it was found that the disclosure of the institution through friends and family proved to be more effective than mass media and institutional advertising.
This work refers to organizational communication Solidarity Center Braga - Man Project, the external perspective. The organizational communication has been highlighted in the organizational environment, and is considered essential in a field organizations for their role in internal communications, external communications, public relations, advertising and institutional advertising. However, this research focuses on aspects of external communication. This component is based on the disclosure of the missions of the organizations, so that they can acquire the respect and recognition of their target audience, ie, aims to publicize and promote the image of institutions, with a view to obtaining favorable attitudes on the part the external public. Thus, the study was supported by a theoretical framework capable of providing a good understanding of the topic and sustain scientifically the results achieved. From the methodological point of view, this was an exploratory quantitative study, a questionnaire constructed by Socio-Demographic and questionnaire External Communications, applied to a sample of 154 respondents in the city of Braga. The result showed that Braga did not know the institution of the Solidarity Center Project Man-of Braga, or their values or their educational program. Also there was the existence of statistically significant results on the relationship between the quality of external communication and education level of the respondents. Another conclusion that was reached was that there is a significant relationship between the various age groups of respondents with clarity and objectivity of the information provided by the institution. But, as regards the relationship between age and the simplicity and usefulness of information obtained significant differences. Likewise, we find significant differences regarding the link between education levels of respondents and visits made to the website. Finally, it was found that the disclosure of the institution through friends and family proved to be more effective than mass media and institutional advertising.
Description
Keywords
Comunicação organizacional Comunicação externa Organizational communication External communication