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A Comunicação Estratégica para o Exército traduz-se numa ferramenta fundamental
não só para o cumprimento da missão, mas também na implementação dos objetivos
estratégicos, com o propósito primordial de fortalecer a imagem e a reputação da Instituição.
A existência de um modelo de Comunicação Estratégica bem definido, traduz-se num
elemento-chave para a criação de valor. Por este motivo, importa identificar contributos para
melhorar o modelo de Comunicação Estratégica do Exército.
Para tal, recorreu-se a uma metodologia de raciocínio indutivo, assente numa estratégia
de investigação qualitativa, consubstanciada na análise do modelo de Comunicação
Estratégica da NATO, bem como num desenho de estudo de caso apoiado em dois países
Amigos e Aliados de Portugal.
A pesquisa efetuada permitiu concluir que existem diferentes Modelos
Comunicacionais, mas a linha condutora em todos eles é materializada no perfeito
alinhamento e consistência das narrativas e mensagens comunicacionais tanto ao nível
Interno, como Externo, desde o patamar político até ao nível tático.
Neste âmbito, verificou-se que o Exército Português possui um adequado modelo de
comunicação, existindo, no entanto, desafios que importa ultrapassar, nomeadamente na
necessidade de maiores orientações políticas e estratégicas para a área da comunicação
institucional de acordo com os valores e interesses da Instituição a longo prazo.
Assim, preconiza-se que, em busca de fortalecer a imagem e a reputação da Instituição
Exército, seja melhorada e incentivada a criação de uma diretiva política clara para a área da
Comunicação Estratégica, bem como se proceda à revisão de alguns aspetos da Estratégia
do Sistema de Comunicação do Exército, com vista à melhoria sua eficácia comunicacional.
The Portuguese Army considers that Strategic Communication is a fundamental tool not only for fulfilling the mission, but also for implementing strategic objectives, with the primary purpose of strengthening the image and reputation of the Institution. The existence of a well-defined Strategic Communication model is a key element for creating value. Therefore, it is important to identify contributions to improve the Army's Strategic Communication model. To this end, an inductive reasoning methodology was used, based on a qualitative research strategy, embodied in the analysis of NATO's Strategic Communication model, as well as in a case study design supported by two Allies and Friend countries of Portugal. The research carried out allowed us to conclude that there are different Communication Models, but the guiding line in all of them is focused on the perfect alignment and consistency of the narratives and communication messages both at the Internal and External levels, from the political to the tactical level. In this context, it was found that the Portuguese Army has a well implemented communication model, although there are challenges that need to be overcome, especially the need for greater political and strategic guidance for the area of institutional communication in accordance with the Institution's values and interests in the long term. Therefore, it is recommended that, in order to strengthen the image and reputation of the Army Institution, the creation of a clear political directive for the area of Strategic Communication should be improved and encouraged, as well as the improvement of some aspects of the Army Communication System Strategy, with a goal to improve its communicational effectiveness
The Portuguese Army considers that Strategic Communication is a fundamental tool not only for fulfilling the mission, but also for implementing strategic objectives, with the primary purpose of strengthening the image and reputation of the Institution. The existence of a well-defined Strategic Communication model is a key element for creating value. Therefore, it is important to identify contributions to improve the Army's Strategic Communication model. To this end, an inductive reasoning methodology was used, based on a qualitative research strategy, embodied in the analysis of NATO's Strategic Communication model, as well as in a case study design supported by two Allies and Friend countries of Portugal. The research carried out allowed us to conclude that there are different Communication Models, but the guiding line in all of them is focused on the perfect alignment and consistency of the narratives and communication messages both at the Internal and External levels, from the political to the tactical level. In this context, it was found that the Portuguese Army has a well implemented communication model, although there are challenges that need to be overcome, especially the need for greater political and strategic guidance for the area of institutional communication in accordance with the Institution's values and interests in the long term. Therefore, it is recommended that, in order to strengthen the image and reputation of the Army Institution, the creation of a clear political directive for the area of Strategic Communication should be improved and encouraged, as well as the improvement of some aspects of the Army Communication System Strategy, with a goal to improve its communicational effectiveness
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Palavras-chave
Comunicação Estratégica Exército Português StratCom Portuguese Army