Loading...
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.2 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O facto de vivermos numa sociedade em rede torna imperioso que organizações, como a Guarda Nacional Republicana (GNR), estabeleçam estratégias comunicacionais que permitam construir uma identidade, que vão ao encontro da sua visão e que alcancem os seus variados públicos (internos e externos).
Nesse sentido, o objeto de estudo da presente investigação é o modelo de comunicação institucional (CInst) da GNR, focando a sua implementação ao nível da estrutura, atividade e recursos.
Para o feito foi adotada uma estratégia de investigação qualitativa, com base num raciocínio indutivo, adotando como desenho de pesquisa um estudo de caso, materializado no emprego de técnicas de recolha de dados, mediante análise documental e realização de entrevistas semiestruturadas a elementos com responsabilidade na estrutura de comunicação e relações públicas da GNR.
De acordo com os resultados obtidos, concluiu-se que a CInst na GNR está estrategicamente delineada, assente numa política de centralização da gestão e controlo comunicacional e descentralização da sua execução, permitindo uma identificação concreta da sua estrutura, atividade e recursos, podendo ser otimizada com uma aposta na formação específica dos seus recursos humanos e na afetação destes, em exclusividade, a uma estrutura formal dedicada à atividade comunicacional de todo o dispositivo.
The fact that we live in a networked society makes it imperative that organizations, such as the Guarda Nacional Republicana (GNR), establish communication strategies that allow it to build an identity, that meet their vision and reach their varied audiences (internal and external). In this sense, the object of study of this investigation is the institutional communication model of GNR, focusing its implementation at the level of structure, activity and resources. For this achievement, a qualitative research strategy was adopted, based on an inductive reasoning, adopting as a research design a case study, materialized in the use of data collection techniques, through documentary analysis and semi-structured interviews with elements with responsibility in the communication and public relations structure of GNR. According to the results obtained, it was concluded that the institutional communication at GNR is strategically delineated, based on a policy of centralization of management and communication control and decentralization of its implementation, allowing a concrete identification of its structure, activity and resources, and can be optimized with a focus on the specific training of its human resources and the allocation of these, exclusively, to a formal structure dedicated to the communication activity of the entire organization.
The fact that we live in a networked society makes it imperative that organizations, such as the Guarda Nacional Republicana (GNR), establish communication strategies that allow it to build an identity, that meet their vision and reach their varied audiences (internal and external). In this sense, the object of study of this investigation is the institutional communication model of GNR, focusing its implementation at the level of structure, activity and resources. For this achievement, a qualitative research strategy was adopted, based on an inductive reasoning, adopting as a research design a case study, materialized in the use of data collection techniques, through documentary analysis and semi-structured interviews with elements with responsibility in the communication and public relations structure of GNR. According to the results obtained, it was concluded that the institutional communication at GNR is strategically delineated, based on a policy of centralization of management and communication control and decentralization of its implementation, allowing a concrete identification of its structure, activity and resources, and can be optimized with a focus on the specific training of its human resources and the allocation of these, exclusively, to a formal structure dedicated to the communication activity of the entire organization.
Description
Keywords
GNR Comunicação institucional Estrutura Atividade Recursos Institutional communication Structure Activity Resources