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Sem fronteiras: Uma nova era na relação entre jornalistas e assessores de Imprensa
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No contexto atual, o relacionamento entre assessores de imprensa e jornalistas é fundamental para o funcionamento dos meios de comunicação. Com a popularização da internet e das redes sociais, as fontes de informação tornaram-se mais acessíveis e, consequentemente, o relacionamento entre assessores e jornalistas alterou-se.
A Message in a Bottle, agência de comunicação onde foi realizado o meu estágio curricular, no âmbito do Mestrado em Ciências da Comunicação, com especialização em Estudos dos Media e do Jornalismo, e que, serve de base para este relatório, disponibiliza entre outras atividades, o serviço de assessoria de imprensa. Partindo da instituição de acolhimento, decidi dedicar a primeira parte deste relatório a trabalhar a assessoria de imprensa na relação com os jornalistas, e tendo em conta o atual paradigma de comunicação, é objetivo desta investigação compreender por que deixou de fazer sentido existir uma barreira entre jornalistas e assessores. Na agência Message in a Bottle, os serviços desempenhados em conjunto com os jornalistas são um fator decisório para uma comunicação eficaz e benéfica para ambas as partes.
No presente trabalho académico são apresentadas as atividades desempenhadas por mim, durante o período de estágio na Message in a Bottle, com apêndices referentes às atividades e ações desempenhadas.
Através do estágio pude concluir que uma agência é crucial para a comunicação de uma organização, empresa ou evento, especialmente por privilegiar o contacto entre os meios de comunicação, cujo relacionamento tem de ser constante e tem impacto direto na reputação sobre quem a agência representa. Por outro lado, para os jornalistas, esta é uma fonte fidedigna facilitada, com informações privilegiadas, sendo que existe um espírito de entreajuda imprescindível no atual contexto de comunicação, beneficiando agências e jornalistas.
In the current context, the relationship between press advisors and journalists is fundamental for the functioning of the media. With the popularization of the Internet and social networks, information sources have become more accessible and, consequently, the relationship between press officers and journalists has changed. Message in a Bottle, the communication agency where the internship took place as part of the Master's degree in Communication Sciences with a specialization in Media Studies and Journalism, and which is the basis for this report, provides, among other activities, a press office service. With a bibliographical review that seeks to focus on the theoretical basis of press advisory services and the relationship with journalists, and taking into account the current communication paradigm, the objective of this research is to understand why it no longer makes sense to have a barrier between journalists and advisors, taking into account that the services performed at Message in a Bottle agency together with journalists are a decisive factor for an effective and beneficial communication for both parties. This academic work presents the activities performed by me during the internship period at Message in a Bottle, with attachments referring to the activities and actions performed. Through this case study I was able to conclude that an agency is a crucial tool in the communication of an organization, company, or event, especially because it privileges the contact between the media, whose relationship must be constant and has a direct impact on the reputation of whoever the agency represents. On the other hand, for journalists, this is a facilitated reliable source, with privileged information, and there is a spirit of mutual help that is indispensable in the current communication context. Through the growth of the internet and social networks in the last decade, there has also been a growth in the multiplicity of sources of information, so the collaboration between advisors and journalists is essential and viable for both parties, being beneficial for agencies and journalists.
In the current context, the relationship between press advisors and journalists is fundamental for the functioning of the media. With the popularization of the Internet and social networks, information sources have become more accessible and, consequently, the relationship between press officers and journalists has changed. Message in a Bottle, the communication agency where the internship took place as part of the Master's degree in Communication Sciences with a specialization in Media Studies and Journalism, and which is the basis for this report, provides, among other activities, a press office service. With a bibliographical review that seeks to focus on the theoretical basis of press advisory services and the relationship with journalists, and taking into account the current communication paradigm, the objective of this research is to understand why it no longer makes sense to have a barrier between journalists and advisors, taking into account that the services performed at Message in a Bottle agency together with journalists are a decisive factor for an effective and beneficial communication for both parties. This academic work presents the activities performed by me during the internship period at Message in a Bottle, with attachments referring to the activities and actions performed. Through this case study I was able to conclude that an agency is a crucial tool in the communication of an organization, company, or event, especially because it privileges the contact between the media, whose relationship must be constant and has a direct impact on the reputation of whoever the agency represents. On the other hand, for journalists, this is a facilitated reliable source, with privileged information, and there is a spirit of mutual help that is indispensable in the current communication context. Through the growth of the internet and social networks in the last decade, there has also been a growth in the multiplicity of sources of information, so the collaboration between advisors and journalists is essential and viable for both parties, being beneficial for agencies and journalists.
Descrição
Versão corrigida e melhorada após a sua defesa pública
Palavras-chave
Assessores de imprensa Relações públicas Jornalistas Agências de comunicação Fontes de informação Press advisors Public relations Journalists Communication Information sources