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Abstract(s)
A Comunicação Integrada de Marketing (CIM) é uma estratégia baseada na relevância e consistência de mensagens dirigidas a stakeholders internos e externos de uma empresa/organização, através de múltiplas ferramentas e canais. No contexto de Comunicação de Ciência, a utilização de modelos CIM pode ser benéfica para a divulgação do processo científico, ajudando cientistas e profissionais de comunicação a definir guidelines, coerência nas mensagens, e uniformidade dentro de diversos departamentos de um centro de investigação, tendo em conta todos os desafios que a ciência enfrenta devido à crescente digitalização da sociedade. Este trabalho tem como objetivo desenvolver uma proposta de plano de comunicação para o Centro Colaborativo Gulbenkian do Instituto Gulbenkian, instituto ligado à investigação de ciências da vida. O plano
segue modelos de CIM e Public Engagement with Science, modelo de comunicação de ciência direcionado à integração de diversos stakeholders (como cientistas, a sociedade civil ou decisores políticos) no processo de
criação de ciência. O objeto de estudo é descritivo, com um horizonte temporal cross-sectional. A recolha de dados é multimétodo, recorrendo a recolha de dados primários (entrevistas semi-estruturadas e questionários). Os resultados demonstram que existe um certo desconhecimento generalizado, quer interno quer externo, sobre os projetos do Centro Colaborativo; contudo, dentro do espetro dos financiadores e de quem já participou nesses mesmos projetos, existe um reconhecimento da importância dos mesmos, bem como a qualidade e fiabilidade da prestação dos seus serviços.
Integrated Marketing Communication (IMC) is a marketing strategy based on the consistency of messages aimed at a company's internal and external stakeholders, through multiple tools and channels. In the context of Science Communication, the use of IMC models can be beneficial for the entire scientific process, helping scientists and communication professionals to define guidelines, messages’ coherence and uniformity within different departments of a research centre, having in mind the challenges that science faces due to the increasing digitalization of society. This project aims to develop a communication plan proposal for the Gulbenkian Collaborative Center of the Instituto Gulbenkian de Ciência, life sciences research centre based in Lisbon, Portugal. The plan follows IMC and Public Engagement with Science models, a science communication model aimed at integrating different stakeholders (such as scientists, civil society or political decision-makers) in the scientific creation process. The object of study is descriptive, with a cross-sectional time horizon. The data collection is multi-method, using primary data collection (semi-structured interviews and surveys). The results demonstrate that there is a certain general lack of knowledge, both internally and externally, about the Collaborative Center's projects; however, within the spectrum of financiers and those who have already participated in these same projects, there is recognition of their importance, as well as the quality and reliability of the Collaborative Centre’s services.
Integrated Marketing Communication (IMC) is a marketing strategy based on the consistency of messages aimed at a company's internal and external stakeholders, through multiple tools and channels. In the context of Science Communication, the use of IMC models can be beneficial for the entire scientific process, helping scientists and communication professionals to define guidelines, messages’ coherence and uniformity within different departments of a research centre, having in mind the challenges that science faces due to the increasing digitalization of society. This project aims to develop a communication plan proposal for the Gulbenkian Collaborative Center of the Instituto Gulbenkian de Ciência, life sciences research centre based in Lisbon, Portugal. The plan follows IMC and Public Engagement with Science models, a science communication model aimed at integrating different stakeholders (such as scientists, civil society or political decision-makers) in the scientific creation process. The object of study is descriptive, with a cross-sectional time horizon. The data collection is multi-method, using primary data collection (semi-structured interviews and surveys). The results demonstrate that there is a certain general lack of knowledge, both internally and externally, about the Collaborative Center's projects; however, within the spectrum of financiers and those who have already participated in these same projects, there is recognition of their importance, as well as the quality and reliability of the Collaborative Centre’s services.
Description
Keywords
Comunicação Integrada de Marketing Comunicação de ciência Public Engagement with Science Integrated Marketing Communication Science communication