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Authors
Advisor(s)
Abstract(s)
Perceber e teorizar as relações entre fontes de informação, profissionais de relações
públicas e jornalistas será sempre uma tarefa tão mais desafiante quão crescente é o
interesse de todas as partes envolvidas em manter estas relações tão invisíveis quanto
possível. O objetivo da minha investigação, no contexto daquela que definirei como
Sociedade de Controlo em Rede, é descontruir cientificamente a função estratégica do
assessor de imprensa, enquanto agente de enquadramento, capaz de influenciar a produção
jornalística em benefício da organização. A abordagem científica que proponho permitirá
detalhar as implicações da ação estratégica do assessor de imprensa na notícia como
produto final, enquandrando-o, no seio da organização, como agente de controlo da
reputação institucional.
Os principais eixos da investigação serão, por conseguinte, a assessoria de imprensa e o
jornalismo. A relação entre assessores de imprensa e jornalistas será explorada
cientificamente através de duas formas distintas de investigação empírica: (1) a realização
de entrevistas em profundidade a assessores de imprensa, jornalistas e profissionais que
operam na mediação das duas áreas no panorama financeiro em Portugal; (2) estudo de
caso no banco Millennium bcp com observação participante, análise de imprensa e
cruzamento teórico relevante.
Os resultados da investigação permitem-me concluir que os media dependem cada vez
mais de fontes profissionalizadas, assistindo-se a uma ampliação do número de fontes
institucionais que recorrem à base de competências dos assessores de imprensa,
especialistas em táticas negociais e estratégias de controlo da informação. As fontes
corporativas em análise – as empresas portuguesas cotadas em bolsa e o Millennium bcp
como estudo de caso – beneficiam de recursos institucionais e económicos diferenciados,
detendo efetivamente o poder de restringir o acesso à informação. A produção jornalística
é condicionada pela ação estratégica do assessor de imprensa: estratega de agendamento e
de enquadramento, definidor primário dos principais elementos da informação, uma vez
que, enquanto fonte oficial, beneficia da hierarquia da credibilidade.
Trata-se da primeira investigação científica em Portugal sobre o relacionamento dos
assessores de imprensa das empresas cotadas na Euronext com os jornalistas, confrontando
jornalistas, membros da Entidade Reguladora para a Comunicação Social e assessores de
imprensa das empresas visadas
Understanding and forming theories among sources, public relations professionals and journalists it will always be a task as much challenging as the growing interest of all parts involved in keeping these relations as much invisible as possible could get. The goal of my research, about the Network Control Society, in a scientific way, is undo the role of the Media Relations as a framework agent, being able of influencing the journalistic outputs on the benefit of the organization. The scientific approach that I propose will allow to specify the implications of the strategic actions from the Media Relations on the news as final output, which will define him as an agent in control of the institutional reputation, within the organization. Therefore, the main axis of the research will be the Media Relations and journalism. The relation between the Media Relations and journalists will be scientifically exploited throughout two separate empirical ways of research: (1) in depth interviews to Media Relations, journalists and agents that perform as mediators in the two professional areas in the financial background in Portugal; (2) the Millennium bcp case study supported by an active observation, press analysis and relevant theoretical cross-checking. The research outcome led me to conclude that the Media depend even more on professional sources, and we are facing a broader number of institutional sources that reach for Media Relations competencies, specialized in tactical negotiations and information control strategies. The corporate sources under analysis – Portuguese listed companies and Millennium bcp case study – benefit from differentiated institutional and economical resources, having the power of narrowing the access to information. The journalistic output is really conditioned by the Media Relations strategy: setting the agenda and framework, defining the key element of information, since he benefits from the credibility empowered by hierarchy. This is the first scientific research in Portugal about the relationship of the Media Relations from the companies listed in Euronext with journalists, confronting journalists, ERC members and Media Relations from the appointed companies.
Understanding and forming theories among sources, public relations professionals and journalists it will always be a task as much challenging as the growing interest of all parts involved in keeping these relations as much invisible as possible could get. The goal of my research, about the Network Control Society, in a scientific way, is undo the role of the Media Relations as a framework agent, being able of influencing the journalistic outputs on the benefit of the organization. The scientific approach that I propose will allow to specify the implications of the strategic actions from the Media Relations on the news as final output, which will define him as an agent in control of the institutional reputation, within the organization. Therefore, the main axis of the research will be the Media Relations and journalism. The relation between the Media Relations and journalists will be scientifically exploited throughout two separate empirical ways of research: (1) in depth interviews to Media Relations, journalists and agents that perform as mediators in the two professional areas in the financial background in Portugal; (2) the Millennium bcp case study supported by an active observation, press analysis and relevant theoretical cross-checking. The research outcome led me to conclude that the Media depend even more on professional sources, and we are facing a broader number of institutional sources that reach for Media Relations competencies, specialized in tactical negotiations and information control strategies. The corporate sources under analysis – Portuguese listed companies and Millennium bcp case study – benefit from differentiated institutional and economical resources, having the power of narrowing the access to information. The journalistic output is really conditioned by the Media Relations strategy: setting the agenda and framework, defining the key element of information, since he benefits from the credibility empowered by hierarchy. This is the first scientific research in Portugal about the relationship of the Media Relations from the companies listed in Euronext with journalists, confronting journalists, ERC members and Media Relations from the appointed companies.
Description
Keywords
Assessoria de imprensa Relações públicas rede Sociedade Media Jornalismo Enquadramento Fontes Controlo Poder comunicação organizacional Agendamento Media relations Public relations Network Society Media Journalism Framing Sources Control Power Organizational communication Agenda-setting