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A comunicação nas autarquias: da instituição ao cidadão — estágio no gabinete de comunicação e marketing da câmara municipal de Coimbra
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O relatório que foi redigido com base nas tarefas que desempenhei no meu estágio curricular de Mestrado, no Gabinete de Comunicação e Marketing da Câmara Municipal de Coimbra, ao longo do 4 semestre do Mestrado em Marketing e Comunicação, entre o dia 13 de janeiro e o dia 16 de maio de 2025.
As principais responsabilidades do Gabinete de Comunicação e Marketing (GCM) e da Câmara Municipal de Coimbra (CMC) são: criar conteúdo, gerir todas as redes sociais do município e dos seus diversos núcleos, gabinetes e divisões, bem como, criar, gerir conteúdos do site do município e redigir notas de imprensa.
Tendo definido como objetivos, para a realização deste estágio, a compreensão do contexto real em que funciona um GCM num município, a forma como este atua nas redes sociais e junto dos órgãos de comunicação social e a compreensão das tarefas diárias do mesmo, foram realizadas e implementadas diversas atividades e ações no contexto da comunicação verbal e digital com os órgãos de comunicação social.
Das atividades realizadas é possível destacar a gestão das diversas páginas das redes sociais, a qual permitiu compreender o enorme fluxo de comunicação que é gerido pelo GCM e pela forma como este é gerido.
Assim foi clara a importância da atribuição de tarefas ao técnico de comunicação do GCM, para garantir maior coesão e eficiência no trabalho desenvolvido.
Durante o estágio, foi possível identificar padrões claros na utilização e perceção das redes sociais da Câmara Municipal de Coimbra pelos munícipes. Constatei que a maioria acompanha preferencialmente o Instagram e o Facebook, principalmente para se informar sobre notícias e eventos municipais. Os conteúdos são avaliados de forma positiva quanto à clareza e relevância, mas a transparência e o incentivo à participação cívica apresentam oportunidades de melhoria. Os munícipes também sugeriram maior divulgação de atividades e eventos locais, conteúdos mais interativos e uma comunicação que promova proximidade com a instituição. Estes resultados fornecem uma visão prática do impacto da comunicação digital do município e apontam caminhos concretos para otimizar o engagement e a relação com os cidadãos.
The report was written based on the task I performed during my Master’s curricular internship at the Communication and Marketing Office of Coimbra City Hall, during the 4th semester of the Master’s in Marketing and Communication, between january 13th and may 16th, 2025. The main responsibilities of the Communication and Marketing Office (CMC) are to create and manage all social media content for the municipality and its various departments, offices, and divisions, as well as to create and manage website content for the municipality and to draft press releases. The objectives set for this internship included understanding the real context in which a Communication and Marketing Office operates within a municipality, the way it interacts on social media and with the media, and understanding the daily tasks of such an office. Various activities were carried out and actions implemented within the framework of digital communication and communication with media. Among the activities carried out, special attention should be given to the management of the different social media pages, which allowed me to understand the high volume of communication handled by the office and how it is managed. Given its large scale, this often leads to excessive sharing of the same content, which does not allow for a clear perception by the audiences. Based on these findings, it is proposed that there be a restructuring of the tasks assigned to the communication technicians within the office, so that each one can focus more on specific tasks and the municipality’s communication becomes more homogeneous, concise, and cohesive. Thus, in the first part of this report, I will present the organization where I had the pleasure of undertaking the curricular internship, as well as a brief characterization of the activities I carried out during it. Following that, I will provide a theoretical framework for a theme I found crucial during my internship: “Communication in Municipalities: From the Institution to the Citizen”, where I will address concepts such as municipal communication, public communication, and the communication that takes place within these organizations. Finally, I will present a proposal for added value to the organization, as well as critical reflection on what I observed and experienced through the 16 weeks of the internship.
The report was written based on the task I performed during my Master’s curricular internship at the Communication and Marketing Office of Coimbra City Hall, during the 4th semester of the Master’s in Marketing and Communication, between january 13th and may 16th, 2025. The main responsibilities of the Communication and Marketing Office (CMC) are to create and manage all social media content for the municipality and its various departments, offices, and divisions, as well as to create and manage website content for the municipality and to draft press releases. The objectives set for this internship included understanding the real context in which a Communication and Marketing Office operates within a municipality, the way it interacts on social media and with the media, and understanding the daily tasks of such an office. Various activities were carried out and actions implemented within the framework of digital communication and communication with media. Among the activities carried out, special attention should be given to the management of the different social media pages, which allowed me to understand the high volume of communication handled by the office and how it is managed. Given its large scale, this often leads to excessive sharing of the same content, which does not allow for a clear perception by the audiences. Based on these findings, it is proposed that there be a restructuring of the tasks assigned to the communication technicians within the office, so that each one can focus more on specific tasks and the municipality’s communication becomes more homogeneous, concise, and cohesive. Thus, in the first part of this report, I will present the organization where I had the pleasure of undertaking the curricular internship, as well as a brief characterization of the activities I carried out during it. Following that, I will provide a theoretical framework for a theme I found crucial during my internship: “Communication in Municipalities: From the Institution to the Citizen”, where I will address concepts such as municipal communication, public communication, and the communication that takes place within these organizations. Finally, I will present a proposal for added value to the organization, as well as critical reflection on what I observed and experienced through the 16 weeks of the internship.
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Comunicação Pública Comunicação Autárquica Munícipes Public Communication Municipal Communication Residents