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Publication
As estratégias de relacionamento entre relações-públicas e jornalistas: a perspectiva dos assessores de imprensa portugueses
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| 41018 | 851.36 KB | Adobe PDF |
Advisor(s)
Abstract(s)
A dissertação que ora se apresenta diz respeito ao mestrado em Ciências da Comunicação, cujo ramo de especialização é o jornalismo. O objetivo principal é expor as principais estratégias dos assessores de imprensa utilizadas para inserir as informações dos assessorados na imprensa portuguesa. Os objetivos secundários envolvem: a contextualização da assessoria de imprensa na visão dos autores, os impactos causados pela comunicação digital na interação com a imprensa e a análise da construção do bom relacionamento com os jornalistas.
A pesquisa mista desenvolvida – isto é, utilizando dados qualitativos e quantitativos – avaliou cinco componentes: atuação (contexto da assessoria de imprensa em Portugal), interação (o uso do press release), comportamento (a construção de uma boa relação com os jornalistas), valores (as estratégias de relacionamento) e relação (identificação da natureza do relacionamento). Por meio de um guião de entrevistas, aplicou doze perguntas aos profissionais de relações públicas que atuam nas agências de comunicação associadas à APECOM (Associação Portuguesa das Empresas de Conselho em Comunicação e Relações Públicas).
A investigação concluiu que o assessor de imprensa é um cooperante do jornalismo. Ele precisa ter uma visão integrada da comunicação que o capacite a compreender a mensagem do assessorado, a fim de comunicar e identificar o jornalista que trabalha na temática da mensagem; assim como é primordial conhecer e dominar a comunicação digital. A principal estratégia de relacionamento continua a ser o envio de conteúdos noticiosos relevantes aos jornalistas.
The dissertation presented here concerns the master's degree in Communication Sciences, whose branch of specialization is journalism. The main objective is to expose the main strategies used by press agents to insert their information into the Portuguese press. The secondary objectives involve: the contextualization of the press office in the authors' view, the impacts caused by digital communication in the interaction with the press and the analysis of the construction of a good relationship with journalists. The developed mixed research – that is, using qualitative and quantitative data – evaluated five components: performance (context of the press office in Portugal), interaction (the use of the press release), behavior (building a good relationship with journalists), values (the relationship strategies) and relationship (identification of the nature of the relationship). Through an interview guide, twelve questions were applied to public relations professionals who work in communication agencies associated with APECOM (Portuguese Association of Counseling Companies in Communication and Public Relations). The investigation concluded that the press officer is a cooperator of journalism. He needs to have an integrated view of communication that enables him to understand the advisee's message, in order to communicate and identify the journalist who works on the topic of the message; just as it is essential to know and master digital communication. The main relationship strategy continues to be sending relevant news content to journalists.
The dissertation presented here concerns the master's degree in Communication Sciences, whose branch of specialization is journalism. The main objective is to expose the main strategies used by press agents to insert their information into the Portuguese press. The secondary objectives involve: the contextualization of the press office in the authors' view, the impacts caused by digital communication in the interaction with the press and the analysis of the construction of a good relationship with journalists. The developed mixed research – that is, using qualitative and quantitative data – evaluated five components: performance (context of the press office in Portugal), interaction (the use of the press release), behavior (building a good relationship with journalists), values (the relationship strategies) and relationship (identification of the nature of the relationship). Through an interview guide, twelve questions were applied to public relations professionals who work in communication agencies associated with APECOM (Portuguese Association of Counseling Companies in Communication and Public Relations). The investigation concluded that the press officer is a cooperator of journalism. He needs to have an integrated view of communication that enables him to understand the advisee's message, in order to communicate and identify the journalist who works on the topic of the message; just as it is essential to know and master digital communication. The main relationship strategy continues to be sending relevant news content to journalists.
Description
Keywords
Assessoria de imprensa Jornalismo Relações públicas Relação imprensa Assessor de imprensa Press office Journalism Public relations Press relations Press officer