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Gestão estratégica da comunicação na pequena empresa: estudo comparativo de casos de empresas hoteleiras da região central do Estado de São Paulo; Strategic management of communication in small business: a comparative study of cases of hotel companies in the region's central state of Sao Paulo

Ribeiro, Suzana Xavier
Fonte: Biblioteca Digitais de Teses e Dissertações da USP Publicador: Biblioteca Digitais de Teses e Dissertações da USP
Tipo: Dissertação de Mestrado Formato: application/pdf
Publicado em 27/08/2008 PT
Relevância na Pesquisa
46.46%
O principal objetivo desta pesquisa é propor ações de aperfeiçoamento da gestão da comunicação organizacional na pequena empresa, visando maior eficácia estratégica. Como objetivos secundários, pretende-se: identificar as características do processo estratégico nas empresas estudadas; identificar a prática da gestão da comunicação organizacional nas empresas e seu uso no nível estratégico; analisar a influência das particularidades do setor de serviços (hoteleiro) nas características do processo estratégico e nas práticas de comunicação organizacional e analisar a influência das especificidades organizacionais da pequena empresa, nas características do processo estratégico e nas práticas de comunicação organizacional. O tema da pesquisa é gestão estratégica da comunicação organizacional, entendida como responsável por orientar toda a comunicação que é gerada na organização, como fator estratégico para o desenvolvimento organizacional. Com relação aos métodos da pesquisa, optou-se por realizá-la em duas fases. A primeira, quantitativa, teve como objetivo principal atualizar o mapeamento de todas as empresas hoteleiras da região central do Estado de São Paulo, além de analisar as principais características dessas empresas e de seus dirigentes. Na segunda fase...

Comunicação estratégica integrada para a participação cívica, activismo e campanhas para mudanças em organizações sem fins lucrativos : Greenpeace, Amnistia e Ser+ em Portugal

Oliveira, Evandro Samuel Ribeiro dos Santos
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Dissertação de Mestrado
Publicado em //2011 POR
Relevância na Pesquisa
46.39%
Dissertação de mestrado em Ciências da Comunicação (área de especialização em publicidade e relações públicas); A gestão estratégica e integrada da comunicação e o uso de práticas de Comunicação Estratégica são cruciais para conseguir realizar campanhas bem sucedidas e eficazes e atingir as metas de uma organização. As novas regras da comunicação social e as condições sociológicas são um desafio para os profissionais, que se deparam com a procura de formas inovadoras de estabelecer relações com os públicos e com as necessidades crescentes de comunicação de uma organização. Estas circunstâncias levam a novos paradigmas, nomeadamente ao da unique communication proposition, do imperativo do diálogo e do imperativo da interacção. Este último é um paradigma emergente que vai ser consolidado à medida que o uso dos media digitais e sociais se alastra à população mundial. O presente trabalho pretende discutir as definições, componentes e implicações teóricas da Comunicação Estratégica e a busca de uma aplicação completa e ampla da Comunicação Integrada em sociedades democráticas ocidentais, em especial, no contexto de Organizações Sem Fins Lucrativos. Além disso, o objectivo deste estudo é investigar como a comunicação pode contribuir para recrutar e envolver as pessoas...

New religious communication processes : “creative destruction” in contents - case study

Balonas, Sara
Fonte: International Association for Media and Communication Research IAMCR Publicador: International Association for Media and Communication Research IAMCR
Tipo: Conferência ou Objeto de Conferência
Publicado em /06/2013 ENG
Relevância na Pesquisa
56.03%
We are living a time of intense renovation in what concerns the way the Catholic Church interacts with its citizens. In a certain sense, the “creative destruction” defended by Schumpeter (1942) also applies to the world of religion, once the new technologies have been replacing other ways of getting in touch with people. New paradigms and the notion that speech should become closer, leads the Church to adhere to the new digital and interactive media . Thus, we are witnessing the internet as a missionary tool, whether through websites or through social networks like MySpace, Facebook, Twitter or Youtube, a theme already presented in studies at IAMCR (Balonas: 2010, 2011). In short, religion is renewing its discourse with the outside world, creating new bridges of contact, seeking for more followers. Portuguese religious institutions are also aware of the power of these new mediators, reason why they have been hiring advertising and communication companies to implement new strategies for communication, targeting the younger. But this seems to be insufficient. A recent case study shows that the speech and the contents have to be rethought in an internal level, within the catholic community. It is no longer enough to change the way they communicate with the outside...

O papel da comunicação estratégica na gestão de redes de cooperação interorganizacionais : o caso do CEDT; The role of strategic communication in the management of interorganizational cooperation networks : the case of CEDT

Fernandes, Eduarda Isabel Ribeiro
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Trabalho de Conclusão de Curso
Publicado em //2014 POR
Relevância na Pesquisa
66.44%
Relatório de estágio de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas); O presente relatório de estágio, realizado no âmbito do Mestrado em Ciências da Comunicação – área de especialização em Publicidade e Relações Públicas, reflete o estágio curricular desenvolvido no Centro de Excelência em Desmaterialização de Transações (CEDT), uma associação sem fins lucrativos, constituída por Empresas, Universidades e Centros de Investigação e Desenvolvimento Tecnológico e que se identifica como uma rede de competências com atuação no domínio da desmaterialização de transações. Neste seguimento, afigurou-se pertinente refletir de forma crítica e sustentada sobre as redes de cooperação interorganizacionais e no papel que a comunicação, em particular a comunicação estratégica, ocupa na gestão destas redes, com base no estudo de caso do CEDT. De facto, as redes de cooperação entre organizações, no decorrer das constantes e aceleradas transformações económico-sociais, encontram-se em franca proliferação por todo o mundo. Fazer parte de uma rede de cooperação reflete-se não só em ganhos para as organizações (que dela fazem parte)...

A importância de práticas de comunicação estratégica na imprensa local e regional : o povo, um estudo de caso

Silva, Ana Isabel Martins da
Fonte: Universidade do Minho Publicador: Universidade do Minho
Tipo: Dissertação de Mestrado
Publicado em //2014 POR
Relevância na Pesquisa
46.4%
Dissertação de mestrado em Ciências da Comunicação (área de especialização em Publicidade e Relações Públicas); O presente trabalho de investigação, inserido no âmbito da unidade curricular de estágio, do 2.º Ciclo de Ciências da Comunicação, especialização em Publicidade e Relações Públicas, procura desenvolver um estudo acerca das práticas de comunicação estratégica na imprensa regional e local, refletindo, particularmente, se a aplicação de um plano de comunicação estratégico de comunicação pode ou não ser importante para a promoção ou divulgação de um media local e regional. Partimos do princípio que, na atualidade, é perentório que as marcas e as organizações se comuniquem estrategicamente e que estejam atentas às novas tendências de mercado, procuraremos mostrar que a imprensa local e regional não é exceção, sendo esta um objeto de estudo aliciante. Sob o escrutínio do estudo de caso, enquadraremos assim esta questão a aprofundar no âmbito de um estágio realizado no jornal O Povo, onde, a partir de uma auditoria de comunicação às práticas de comunicação estratégica exercidas no jornal, procuraremos provar a importância das mesmas. Começaremos por estudar os media locais e regionais...

From a project to an organisation: a Strategic Communication’s approach

Ribeiro, Luis Miguel Silva
Fonte: Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa Publicador: Faculdade de Ciências Sociais e Humanas, Universidade Nova de Lisboa
Tipo: Dissertação de Mestrado
Publicado em /03/2014 ENG
Relevância na Pesquisa
56.42%
Relatório de Estágio apresentado para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Ciências da Comunicação, área de especialização em Comunicação Estratégica; The concept of Strategic Communication has been gaining ground in the organisational world, namely in the financial and banking industry. Companies can no longer sustain a simply tactical communication function and turn to a more strategic approach, in order to properly manage the organisation’s identity, Image and reputation, to increase employees’ identification and to help them in pursuing its mission. This report aims at providing an overview of traineeship carried out at the Marketing and Communications department of BNP Paribas Securities Services in Lisbon, highlighting the challenges faced and the solutions adopted. Taking into account that the organisation is a recent one, and built upon a non-traditional business model, the report looks into the emergence and evolution of the communication processes over the implementation of the organisation, while stressing the need for a more strategic approach to communication. After an analysis of the current situation and employees’ perception of communication phenomena within the organisation...

Organisational and strategic communication research: european perspectives

Gonçalves, Gisela; Somerville, Ian; Melo, Ana
Fonte: Universidade da Beira Interior, Labcom Publicador: Universidade da Beira Interior, Labcom
Tipo: Livro
Publicado em //2013 ENG
Relevância na Pesquisa
46.29%
The diversity represented in this book, not only in respect to author nationality, but also in theoretical and empirical approaches, reflects one of the most salient features of the European Communication Research and Education Association: Organisational and Strategic Communication Section’s identity. The spectrum of themes analysed in this collection – crisis communication, government communication, organisational communication and social media, corporate social responsibility, health media relations – demonstrates the range and vitality of organisational and strategic communication research in Europe.

A gestão estratégica de informações em mídias sociais virtuais como vantagem competitiva para microempresas; The strategic management of information in virtual social media as a competitive advantage for micro-enterprise

Alves, Antônio Cândido Barbosa
Fonte: Universidade Federal de Goiás; Brasil; UFG; Programa de Pós-graduação em Comunicação (FIC); Faculdade de Informação e Comunicação - FIC (RG) Publicador: Universidade Federal de Goiás; Brasil; UFG; Programa de Pós-graduação em Comunicação (FIC); Faculdade de Informação e Comunicação - FIC (RG)
Tipo: Dissertação Formato: application/pdf
POR
Relevância na Pesquisa
46.32%
This research has focused on the role and profile of social media towards the approach of strategic management of information within the scope of the incubation program of UFG for the decision making process. From this paper it was possible to recognize the media inter-relationships in the context of information management by analyzing the steps of identifying, prospecting, selection, value addition, storage, dissemination and feedback system. This study aimed to verify whether microenterprises carry out the strategic management of information available on virtual social media to get competitive advantage. The theoretical basis was provided by large areas of management and social communication embracing respectively the entrepreneurs, marketing, strategic information management and virtual social medias. Another related field of knowledge, Information Science, also brought contributions to the study. This was an exploratory research, since there is no indication in Brazilian literature from the perspective of the research undertaken. From a quantitative analysis, a structured survey was developed with open and closed questions which were then examined according to the literature review carried out. The constituents of this study consists of eighteen (18) microenterprises which are participants in PROINE (Programa de Incubação da Universidade Federal de Goiás – a business incubation program)...

With the Support of Multitudes : Using Strategic Communication to Fight Poverty through PRSPs

Odugbemi, Sina; Mozammel, Masud
Fonte: London: Department for International Development Publicador: London: Department for International Development
EN
Relevância na Pesquisa
56.17%
This publication intends to improve the chances of success of Poverty Reduction Strategies (PRSs) in two ways: 1. To show policymakers how strategic communication can help them achieve some of their objectives in formulating and executing effective Poverty Reduction Strategies. 2. To give technocrats and officials, actively engaged in the execution of Poverty Reduction Strategy Papers (PRSPs), guidance on best practice, as well as lessons from a community of practice spread around the world. One of the main lessons of this study is that PRSPs are not implemented in green houses, but in very specific national contexts. Depending on the situation in each country, the following structural factors are critical to whether or not you can have genuine citizen participation in, and ownership of PRSPs: the underlying political culture can be decisive; the state of the mass media in the specific country is also a crucial factor; access to official information is the third structural impediment; the fourth is the density and capacity of civil society organizations (CSOs) in each country; and...

Change Communication: Using Strategic Employee Communication to Facilitate Major Change

Barrett, Deborah J.
Fonte: Emerald Group Publishing Limited Publicador: Emerald Group Publishing Limited
Tipo: articles
EN_US
Relevância na Pesquisa
46.39%
Whether organizational change results from a merger, acquisition, new venture, new process improvement approach, or any number of flavors-of-the-day management fads, employee communications can mean the success or failure of any major change program. The Strategic Employee Communication Model with the best practice definitions, which are composites of effective employee communication examples collected from researching selected Fortune 500 companies, help management understand the strategic role of employee communication in a high-performing company.

Organisational and strategic communication research: European perspectives

Gonçalves, Gisela, ed. lit.; Somerville, Ian, ed. lit.; Melo, Ana Guilhermina Seixas Duarte, ed. lit.
Fonte: Livros LabCom Publicador: Livros LabCom
Tipo: Livro
Publicado em //2013 ENG
Relevância na Pesquisa
66.34%
Série: Pesquisas em comunicação; (Excerto) Created in 2006, the Organisational and Strategic Communication Section of the European Communication Research and Education Association (ECREA) aims to promote an active and critical dialogue among scholars involved in the study of Organisational and Strategic Communication (OSC) and to propose new research topics and debate concepts relevant to the interdisciplinary growth of this field of studies. At the 4th international ECREA Conference in Istanbul (24-27 October 2012), the OSC Section approved more than 40 presentations and 10 posters. Under the conference theme, “Social Media and Global Voices”, the proposals referred to the influence of different forms of public communication, including Public Relations, Advertising, Branding and Internal Communication. With the selected papers in this volume, we attempt to keep alive the debate initiated in that conference and to foster the work of the OSC Section members in other themes as well.

Organisational and strategic communication research: European perspectives II

Melo, Ana Guilhermina Seixas Duarte, ed. lit.; Sommerville, Ian, ed. lit.; Gonçalves, Gisela, ed. lit.
Fonte: Universidade do Minho. Centro de Estudos de Comunicação e Sociedade (CECS) Publicador: Universidade do Minho. Centro de Estudos de Comunicação e Sociedade (CECS)
Tipo: Livro
Publicado em /06/2015 ENG
Relevância na Pesquisa
66.32%
(Excerto) This e-book presents a selection of the research papers presented at the 5th European Communication Research and Education Association (ECREA) Conference in Lisbon, November, 2015. The book reflects the work of researchers within the Organisational and Strategic Communication (OSC) Section of ECREA from different backgrounds and higher education institutions in Europe and highlights the diverse professional and scientific interests of the Section. At the 5th ECREA Conference, the OSC Section selected almost 50 papers from the 90 submitted abstracts, which were organized into two specialist panels (“Government Public Relations in Europe: Critical Perspectives” and “Inconsistences Organizational Communication”), eight parallel sessions and one poster session. Those papers selected for Lisbon 2015 made a valuable contribution to key contemporary communications debates and issues. The peer reviewed papers presented in this volume share findings and “state of the art” critical reflections, which address the core objective of the Organisational and Strategic Communication Section of ECREA. They also continue the tradition of the promoting scientific knowledge in our broad and diverse field of research...

Collaborative Strategic Leadership in Complex Environments, Strategic Communication in Mine Action Workshop [video]

Naval Postgraduate School
Fonte: Monterey, California: Naval Postgraduate School. Publicador: Monterey, California: Naval Postgraduate School.
Tipo: Vídeo Formato: 16.0 MB. Duration: 00:03:22
EN_US
Relevância na Pesquisa
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Collaborative Strategic Leadership in Complex Environments, Strategic Communication in Mine Action Workshop, June 28 - 30, 2011 Sarajevo, Bosnia and Herzegovina

An Introduction to Strategic Communication

Thomas, Gail Fann; Stephens, Kimberlie J.
Fonte: Escola de Pós-Graduação Naval Publicador: Escola de Pós-Graduação Naval
Tipo: Artigo de Revista Científica
Relevância na Pesquisa
46.3%
The article of record as published may be located at http://dx.doi.org/10.1177/2329488414560469; Strategic communication is an emerging area of study in the communication and management social sciences. Recent academic conversations around this topic have appeared in publications such as the International Journal of Strategic Communication, which was established in 2007, and The Routledge Handbook of Strategic Communication, which will be published this year. Likewise, the discursive turn in the management literature has also begun to focus on organizational strategy (Balogun, Jacobs, Jarzabkowski, Mantere, & Vaara, 2014).

Best practices in the Navy's energy programs : strategic communication factors operating in the tactical forces

Haley, Ryan C.; Klotzbach, Roy Michael; Fox, Shane M.
Fonte: Monterey, California: Naval Postgraduate School Publicador: Monterey, California: Naval Postgraduate School
Formato: xvi, 89 p. : col. ill. ; 28 cm.
Relevância na Pesquisa
66.35%
MBA Professional Report; The Department of the Navy is the second largest consumer of petroleum within the Department of Defense and has been tasked by Navy leadership to reduce energy costs in the tactical forces. Energy conservation can be both a cost effective and relatively quick way to reduce energy. To better understand how the Navy can more effectively encourage energy conservation, this study reviewed existing literature for relevant management and communication theory and practices, identified and evaluated existing Navy energy conservation programs, and interviewed Navy tactical forces' personnel regarding their perspectives on the effectiveness of current programs and their motivations for conserving. Results from published literature indicate that key factors affecting energy conservation behaviors include attitudes, cognitive understanding, motivation, leadership, and effective strategic communication practices. Assessments of existing programs resulted in a focus on two successful initiatives: the i-ENCON program and the Shipboard Energy Management Program. The benefits and drawbacks of these programs are discussed. Finally, interview results suggest several factors that may enhance or impede energy conservation efforts in the Navy including level of awareness of the problem...

Navy Executive Development Program, Strategic Communication Workshop (SCW)

Williamson, Tyller
Fonte: Monterey, California: Naval Postgraduate School Publicador: Monterey, California: Naval Postgraduate School
Tipo: Newsletter
EN_US
Relevância na Pesquisa
46.43%
Flyer for the Navy Strategic Communication Workshop (SCW).; The Course: The Strategic Communication Workshop (SCW) is a hands-on, results-oriented workshop that assists commands in the development and implementation of strategic communication plans and processes. Teams should bring their command's strategic plan and/or a command initiative that might benefit from a communication component. Naval Postgraduate School faculty, in partnership with faculty from University of Southern California Annenberg School for Communication and Journalism, use the latest research and lessons learned from industry and DoD to generate discussion. Each team is assigned a professional facilitator who will serve as a guide and provide feedback. Teams will be asked to conduct in-depth stakeholder analyses, assess communication risk as it relates tho you organization's goals, and develop communication metrics to track desired effects. Take-aways include an analysis of your command's communication capabilities and a roadmap for strengthening communication as it relates to the successful achievement of your organization's strategic initiatives.

Counting on Communication : The Uganda Nutrition and Early Childhood Development Project

Cabañero-Verzosa, Cecilia
Fonte: Washington, DC: World Bank Publicador: Washington, DC: World Bank
Tipo: Publications & Research :: Publication; Publications & Research :: Publication
ENGLISH; EN_US
Relevância na Pesquisa
46.32%
The Uganda Nutrition and Early Childhood Development Project was one of the World Bank's first projects to demonstrate the value-added of strategic communication. The strategic communication component developed for this project included the use of formative research about values and attitudes with respect to child rearing, in order to develop and test effective messages. The communication strategy was developed in a highly participatory manner and included nurturing a team of champions for the project among policymakers, district officials, community leaders, and grassroots organizations to advocate for the project. It also included two-way communication activities developed to address the practices and behaviors that would need to be changed in order for the project to be successful, rather than merely disseminating messages based on assumptions of project benefits. This publication is the first in a series of Working Papers sponsored by the Development Communication Division (DevComm) of the World Bank's External Affairs Vice-Presidency. This series is designed to share innovations and lessons learned in the application of strategic communication in development projects. Together with other donors...

Media relations in health communication : the sources of information in cancer newspaper articles in Portugal

Ruão, Teresa; Marinho, Sandra; Lopes, Felisbela; Fernandes, Luciana Gabriela Moura
Fonte: LabCom Books Publicador: LabCom Books
Tipo: Parte de Livro
Publicado em //2013 ENG
Relevância na Pesquisa
56.37%
In Portugal, the use of strategic communication within the public health sector has been growing in the past decade. And the increase of health media relations is part of this process. Public organisationshave the task of protecting and enhancing public health. However, this mission has become quite difficult with the growing interdependence of economies and societies, which increases the risks of diseases and other health global issues. This is why a relevant part of the literature on health communication is dedicated to studying the communication of diseases. Within this research area, there is a dominant perspectivesuggesting that communication aims for risk reduction, prevention and detection of diseases for treatment and survival rates. This approach also highlights the role of the mass media as actors of social awareness development on the most prevalent diseases and on the enlargement of health literacy ingeneral. To which we add. the importance of health media relations activities developed by health organisations, toshare relevant information ,within the health care delivery systems through mass media channels. In order to know more about health media relations (and health journalism).we have been conducting a systematic study on health news coverage in Portugal. Our research design combines the examination of news content...

Strategic Communication Management in Business, Developmental and Public Sectors. A Comparative Study; Gestión de la comunicación estratégica en los sectores empresarial, de desarrollo y público. Estudio comparativo; Gestão da comunicação estratégica nos setores empresarial, de desenvolvimento e público. Estudo comparativo

Preciado-Hoyos, Angela; Universidad de La Sabana; Guzmán-Ramírez, Haydé; Universidad de La Sabana
Fonte: Universidad de la Sabana Publicador: Universidad de la Sabana
Tipo: Artigo de Revista Científica
SPA
Relevância na Pesquisa
66.22%
he results of a study comparing the use of strategic communication in 53 Colombian organizations in business, developmental and public sectors are presented in this article. The first part looks at the theoretical proposals of several authors on the contributions of this model in three environments. The second section examines the methodology and results of the study, which was intended to confirm the hypothesis that it is possible to take advantage of this model in different organizations, among other reasons because they all depend on their environment to gain legitimacy and to endure over time. The article ends with a series of conclusions and reflections concerning future research on this topic.; En este artículo se presentan los resultados de una investigación en la que se compara el uso que se hace de la comunicación estratégica en 53 organizaciones colombianas de los sectores empresarial, de desarrollo y público. En la primera parte se examinan propuestas teóricas de varios autores sobre los aportes que hace este modelo en los tres ámbitos. En la segunda se exponen la metodología y los resultados de la investigación aplicada, donde se busca confirmar la hipótesis según la cual es posible aprovechar este modelo en diferentes organizaciones...

La comunicación estratégica como medio para el fortalecimiento de los procesos comunicativos en las organizaciones. El caso del Ejército Nacional; The strategic communication as a means to strengthen the communication processes of organizations. The case of the ational Army

Berbesi Ariza, Alejandra; Salazar González, Jair
Fonte: Universidad Militar Nueva Granada; Facultad de Ciencias Económicas; Especialización en Finanzas y Administración Pública Publicador: Universidad Militar Nueva Granada; Facultad de Ciencias Económicas; Especialización en Finanzas y Administración Pública
Tipo: bachelorThesis; Trabajo de grado Formato: pdf; pdf
SPA
Relevância na Pesquisa
56.31%
La comunicación organizacional se ha convertido en un elemento clave para el funcionamiento cohesionado y eficiente de las diferentes áreas de las organizaciones. Es importante implementar sistemas de comunicación interna, de modo que los miembros de esta se integren alrededor de los objetivos y la filosofía corporativa. Sin embargo, la comunicación corporativa aún representa un reto para la mayoría de firmas en Colombia, por lo que este documento presenta un análisis acerca del porqué de la carencia de este elemento y propone herramientas para su implementación y mejora. Partiendo del interrogante ¿Cómo la aplicación de comunicación estratégica puede afectar la gestión en el Ejército Nacional?, y tomando esta institución como ejemplo, se desarrollaron dos objetivos dentro del documento a partir del estudio del Plan de Comunicaciones de la Institución que permiten al lector identificar la importancia de la comunicación estratégica en la institución, encontrando que aún hay falencias en la implementación de ésta, por lo que el documento propone estrategias de mejora para el programa planteado por el Ejército Nacional.; Organizational communication has become a key cohesive and efficient element for the operating of different areas of the organizations. It is important to implement systems of internal communication...