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| 8.28 MB | Adobe PDF |
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Abstract(s)
Os estudos sobre comunicação organizacional têm se multiplicado, em grande parte despoletados pelas demandas dos consumidores cada vez mais informados e conscientes. Organizações, públicas e privadas, estão cientes de tais requisitos em evolução e procuram adaptar-se, simultaneamente, às expetativas de diferentes stakeholders, ampliando a gama de produtos e serviços disponibilizados, melhorando a qualidade e a capacidade de afeto através de novas formas de comunicação.
Este relatório de estágio procura compreender a capacidade de afecto na comunidade pela FNAC Viseu, bem como a visibilidade promovida pelos media regionais a esta empresa, cujo escopo engloba produtos culturais. Este documento compreende uma revisão inicial da literatura sobre comunicação organizacional e estratégica, seguida de uma descrição abrangente das atividades realizadas durante vários meses na FNAC Viseu, no âmbito do Mestrado, e a análise final de entrevistas, questionários e clipping, realizados como apoio adicional ao estudo.
The studies regarding organizational communication have been multiplying, largely triggered by the demands of the increasingly informed and conscious consumers. Organizations, public and private, are aware of such evolving requirements and seek to simultaneously adapt to the expectations of different stakeholders, widening the range of the products and services they offer, while improving the quality and the capacity of affection by new ways of communication. This internship report seeks to understand the capacity of affection in the community by FNAC Viseu, as well as the visibility endorsed by the regional media to this company, whose scope encompasses cultural products. This document comprises an initial literature review on organizational and strategic communication, followed by a comprehensive description of the activities carried out during several months spent at FNAC Viseu, as part of the Master’s Degree, and the final analysis of interviews, questionnaires and clipping, carried out for further support to the study.
The studies regarding organizational communication have been multiplying, largely triggered by the demands of the increasingly informed and conscious consumers. Organizations, public and private, are aware of such evolving requirements and seek to simultaneously adapt to the expectations of different stakeholders, widening the range of the products and services they offer, while improving the quality and the capacity of affection by new ways of communication. This internship report seeks to understand the capacity of affection in the community by FNAC Viseu, as well as the visibility endorsed by the regional media to this company, whose scope encompasses cultural products. This document comprises an initial literature review on organizational and strategic communication, followed by a comprehensive description of the activities carried out during several months spent at FNAC Viseu, as part of the Master’s Degree, and the final analysis of interviews, questionnaires and clipping, carried out for further support to the study.
Description
Keywords
Comunicação Estratégica Comunicação Organizacional Cultura FNAC Viseu Estágio Strategic Communication Organizational Communication Culture FNAC Viseu Internship