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Abstract(s)
O presente estudo abordou as Relações Públicas (RP), com especial enfoque na Marinha, nomeadamente no impacto na potencialização do recrutamento ou na atração de novas fontes de financiamento. A investigação propõe contributos que permitam otimizar a atuação da Marinha nestas áreas em concreto. Para tal, para além da análise ao universo da Marinha, foram ainda analisados, através de entrevistas aos departamentos de comunicação, os outros ramos das Forças Armadas, as Forças de Segurança e Entidades Civis de referência nas mais diversas áreas. A análise realizada foi sobretudo qualitativa, com recurso a alguns dados quantitativos. A investigação concluiu que as RP têm um papel fundamental na construção e expansão da reputação da Marinha e são mais relevantes quanto mais integradas com as restantes áreas. O impacto desejado, sobretudo no recrutamento, depende em grande parte de condições fora do âmbito das RP. Verifica-se a importância do aumento da atuação das RP a um nível estratégico e planeado. Sugere-se atualização da publicação da Marinha dedicada à comunicação. A possibilidade de candidaturas a programas de financiamento na área da comunicação poderá ter também, por parte das RP, uma ação mais direta e ativa.
The present study addresses the Public Relations (PR) function on the Portuguese Navy, namely the impact of the PR on the recruitment potential or on the attraction of new sources of funding. The investigation proposes contributions to further strengthen the reputation of the Portuguese Navy in these specific areas. Besides the Navy and through interviews with the communication departments, it is also analyzed Army and Air Force, the other two branches of the Armed Forces, the Security Forces and four Civil Organizations. The analysis performed was mainly qualitative, even though some quantitative data were also used. The study concluded that PR has a key role in building and expanding the reputation of the Portuguese Navy, A better integration of PR with all the other areas is needed as the impact, especially on recruitment, depends also on conditions outside the scope of PR. There’s a need to increase PR performance at the strategic level, as well as to update the Navy publication dedicated to communication. The importance of communication with internal employees is also referred. In what concerns the funding programs the importance of PR is relevant even if not as direct as one could suppose.
The present study addresses the Public Relations (PR) function on the Portuguese Navy, namely the impact of the PR on the recruitment potential or on the attraction of new sources of funding. The investigation proposes contributions to further strengthen the reputation of the Portuguese Navy in these specific areas. Besides the Navy and through interviews with the communication departments, it is also analyzed Army and Air Force, the other two branches of the Armed Forces, the Security Forces and four Civil Organizations. The analysis performed was mainly qualitative, even though some quantitative data were also used. The study concluded that PR has a key role in building and expanding the reputation of the Portuguese Navy, A better integration of PR with all the other areas is needed as the impact, especially on recruitment, depends also on conditions outside the scope of PR. There’s a need to increase PR performance at the strategic level, as well as to update the Navy publication dedicated to communication. The importance of communication with internal employees is also referred. In what concerns the funding programs the importance of PR is relevant even if not as direct as one could suppose.
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Keywords
Relações públicas Comunicação Recrutamento Financiamento Marinha Portuguesa Public relations Comunication Recruitment Finding Portuguese Navy