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A presente investigação resulta de um estágio na equipa de comunicação da Fundação Luso-Americana para o Desenvolvimento (FLAD). Ao longo do estágio, entre outras tarefas, observou-se o impacto dos podcasts ‘Atlantic Talks’ e ‘Era Uma Vez Duas Pessoas’ na imagem da organização. No entanto, verificou-se a ausência de estudos ou relatórios sobre o tema. O contexto teórico revela que o podcast é uma tendência que se tem revelado eficaz enquanto instrumento de uma estratégia de comunicação. O objetivo deste relatório foi estudar essa eficácia ao nível da estratégia de comunicação da FLAD. Para o efeito, foram utilizados métodos quantitativos e qualitativos. Partiu-se da abordagem quantitativa para analisar as métricas e os dados demográficos de ambos os podcasts – retiradas das plataformas Spotify e Apple Podcasts - e das publicações no Instagram relacionados com os mesmos. Foram realizadas ainda entrevistas exploratórias, semiestruturadas, com atores ligados à Fundação e/ou aos podcasts para obter dados mais aprofundados sobre a temática. Os resultados mostram que, com os podcasts, a FLAD alcançou uma nova audiência, mais jovem e diversificada, refletindo assim a influência positiva que estes podem ter ao nível da comunicação das organizações. Os resultados apontam ainda para a necessidade de as fundações investirem em podcasts que incluam a presença de líderes de opinião e/ou influenciadores digitais para garantirem um maior alcance da marca. As conclusões deste relatório revelam ainda a necessidade de uma investigação mais aprofundada sobre os podcasts em Portugal. É necessária também mais pesquisa ao nível do impacto dos podcasts na adesão às iniciativas da FLAD.
This research is the result of an internship in the communications team of the LusoAmerican Development Foundation (FLAD). During the internship, among other tasks, the impact of the podcasts 'Atlantic Talks' and 'Era Uma Vez Duas Pessoas' on the organization's image was observed. However, there were no studies or reports on the subject. The theoretical context reveals that the podcast is a trend that has proved effective as an instrument of a communication strategy. The aim of this report was to study this effectiveness in FLAD's communication strategy. To this end, quantitative and qualitative methods were used. The quantitative approach was used to analyze the metrics and demographic data of both podcasts - taken from the Spotify and Apple Podcasts platforms - and their related Instagram posts. Exploratory, semi-structured interviews were also carried out with actors linked to the Foundation and/or the podcasts in order to obtain more in-depth data on the subject. The results show that FLAD has reached a new, younger, and more diverse audience with the podcasts, reflecting the positive influence they can have on the communication of organizations. The results also point to the need for foundations to invest in podcasts that include the presence of opinion leaders and/or influencers to guarantee greater brand reach. The conclusions of this report reveal the need for more in-depth research into podcasts in Portugal. More research is also needed into the impact of podcasts on uptake of FLAD initiatives.
This research is the result of an internship in the communications team of the LusoAmerican Development Foundation (FLAD). During the internship, among other tasks, the impact of the podcasts 'Atlantic Talks' and 'Era Uma Vez Duas Pessoas' on the organization's image was observed. However, there were no studies or reports on the subject. The theoretical context reveals that the podcast is a trend that has proved effective as an instrument of a communication strategy. The aim of this report was to study this effectiveness in FLAD's communication strategy. To this end, quantitative and qualitative methods were used. The quantitative approach was used to analyze the metrics and demographic data of both podcasts - taken from the Spotify and Apple Podcasts platforms - and their related Instagram posts. Exploratory, semi-structured interviews were also carried out with actors linked to the Foundation and/or the podcasts in order to obtain more in-depth data on the subject. The results show that FLAD has reached a new, younger, and more diverse audience with the podcasts, reflecting the positive influence they can have on the communication of organizations. The results also point to the need for foundations to invest in podcasts that include the presence of opinion leaders and/or influencers to guarantee greater brand reach. The conclusions of this report reveal the need for more in-depth research into podcasts in Portugal. More research is also needed into the impact of podcasts on uptake of FLAD initiatives.
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Podcast Influenciadores digitais Sociedade Marketing digital Portugal Fundação Influencers Society Digital marketing Foundation