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Authors
Advisor(s)
Abstract(s)
A questão base que orientou a minha escolha para desenvolver o estágio e respetivo relatório, foi perceber de que forma a comunicação integrada das empresas, operacionalizada através dos quatro pontos do Modelo PESO, é trabalhada pelas agências de comunicação.
Este relatório, em linha com o estágio desenvolvido, tem como intento a descrição pormenorizada do projeto de implementação do Modelo PESO e das funções e atividades a ele inerentes desempenhadas ao longo de, sensivelmente, quatro meses de estágio curricular.
O estágio, desenvolvido no âmbito da componente não letiva do mestrado em Comunicação e Marketing, da Escola Superior de Educação de Viseu, teve lugar na LEWIS, Agência de Comunicação Global, em Lisboa.
Para além da descrição das atividades realizadas, o presente relatório inclui ainda uma componente de enquadramento teórico, interligando os conteúdos lecionados em contexto de aula, com a experiência prática obtida no estágio, na área das relações públicas e comunicação.
Partindo do pressuposto da importância da comunicação integrada para as organizações, o enquadramento teórico aborda não só esta temática, como também reflete a evolução do marketing e das relações públicas, até aos dias de hoje, onde a comunicação digital e as redes sociais se assumem como veículo determinante para o sucesso das empresas e respetivas mensagens, junto dos consumidores. Aqui, é apresentado um modelo recente de comunicação integrada, o Modelo PESO, que reflete e compila as boas práticas da comunicação integrada nas organizações.
Estruturalmente, este relatório está dividido em duas partes principais: o enquadramento teórico, onde estão fundamentadas e suportadas as atividades expostas na segunda parte do relatório, o enquadramento prático, onde consta a descrição das atividades, bem como a apresentação da instituição recetora.
Por último, é apresentada uma reflexão crítica de todo o trabalho desenvolvido, incluindo conhecimentos e competências adquiridos, dificuldades e futuros trabalhos e projetos a desenvolver.
ABSTRACT The main question that guided my choice to develop the internship and this report, was my willing to understand in what way the integrated communication practiced by the companies and operationalized trough the PESO Model is operated on the communication agencies. The present report, in line with the internship developed, aims at the detailed description of the functions and activities performed along four months of curricular training. The internship, developed under the component non learning of master’s degree in Communication and Marketing, of the the Higher School of Education of Viseu, took place in LEWIS, Global Communications, in Lisbon. In addition to the description of the activities performed, this report also includes a component of theoretical frame, linking the content learned in the classes, with the practical experience gained in stage, in the area of public relations and communication. On the assumption of the importance of integrated communication for organizations, the theoretical frame will not only approach this theme, as also reflect the evolution of marketing and public relations, to today, where the digital communication and social networks are assuming as vehicle decisive for the success of enterprises and their messages to the consumers. Here, it is presented a recent model of integrated communication, the PESO Model, which reflects and compiles the good practices of integrated communication in organizations. Structurally, this report is divided into two main parts: the theoretical framework, where are justified and supported the activities exposed in the second part of the report, the practical framework, where is the description of the activities, as well as the presentation of the host institution. Finally, I will present a critical reflection of all the work developed, including knowledge and skills acquired, difficulties and future work and projects to develop.
ABSTRACT The main question that guided my choice to develop the internship and this report, was my willing to understand in what way the integrated communication practiced by the companies and operationalized trough the PESO Model is operated on the communication agencies. The present report, in line with the internship developed, aims at the detailed description of the functions and activities performed along four months of curricular training. The internship, developed under the component non learning of master’s degree in Communication and Marketing, of the the Higher School of Education of Viseu, took place in LEWIS, Global Communications, in Lisbon. In addition to the description of the activities performed, this report also includes a component of theoretical frame, linking the content learned in the classes, with the practical experience gained in stage, in the area of public relations and communication. On the assumption of the importance of integrated communication for organizations, the theoretical frame will not only approach this theme, as also reflect the evolution of marketing and public relations, to today, where the digital communication and social networks are assuming as vehicle decisive for the success of enterprises and their messages to the consumers. Here, it is presented a recent model of integrated communication, the PESO Model, which reflects and compiles the good practices of integrated communication in organizations. Structurally, this report is divided into two main parts: the theoretical framework, where are justified and supported the activities exposed in the second part of the report, the practical framework, where is the description of the activities, as well as the presentation of the host institution. Finally, I will present a critical reflection of all the work developed, including knowledge and skills acquired, difficulties and future work and projects to develop.
Description
Keywords
Estágio Content Marketing Modelo PESO Comunicação Comunicação Integrada Relações Públicas Comunicação Digital Social Media Marketing Media Marketing Content Internship Integrated Marketing Communications Public Relations Digital Communications Media Social Media Marketing PESO Model Marketing