A carregar...
Publicação
A comunicação estratégica em organizações sem fins lucrativos: A Liga Portuguesa Contra o Cancro como estudo de caso
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 11.15 MB | Adobe PDF |
Orientador(es)
Resumo(s)
As Organizações Sem Fins Lucrativos (OSFL) desempenham um papel fundamental na
resolução de problemas sociais e na prevenção de ameaças e comportamentos de risco,
sendo entidades de solidariedade social que complementam o governo. Nesse sentido,
o presente estudo tem como principal objetivo identificar as estratégias de marketing e
comunicação utilizadas pelas OSFL na área da saúde.
Como tal, através da interligação da análise de referências bibliográficas sobre as
temáticas da comunicação estratégica, marketing social, comunicação em saúde e OSFL
e das tarefas e projetos desenvolvidos no âmbito de um estágio no Departamento de
Marketing e Comunicação da Liga Portuguesa Contra o Cancro – Núcleo Regional do
Norte (LPCC – NRN), o presente relatório procura demonstrar a importância de um
posicionamento favorável e branding integrado e de um relacionamento próximo com
os diversos stakeholders (cidadãos, doentes/utentes, colaboradores, voluntários,
doadores, parceiros, entidades governamentais e media) para a promoção de uma boa
reputação e imagem desta organização junto da sociedade civil.
A partir da observação direta, elaboração de entrevistas exploratórias a colaboradores
e parceiros, realização de inquéritos por questionário com duas amostras diferentes e
compreensão das dinâmicas laborais da LPCC, pretende-se estabelecer conclusões sobre
a importância da aplicação de um planeamento estratégico da comunicação e marketing
na gestão de uma Organização Sem Fins Lucrativos.
Nonprofit organizations (NPO’s) play a key role in solving social problems and preventing threats and risk behaviors, as social solidarity entities that complement the government. In this sense, the present study has a main objective which includes identify the marketing and communication strategies used by NPO’s in the health area. Through the connection between the analysis of bibliographic references in the areas of strategic communication, social marketing, health communication and NPO’s and the analysis of the tasks and projects developed during the internship on the Marketing and Communication Department of the Portuguese League Against Cancer (LPCC), the present report shows the importance of a favorable positioning , an integrated branding, and a close relationship with the stakeholders (citizens, patients/users, employees, volunteers, patrons, governmental organizations and media) to promote a good reputation and image of this organization among the society. Based on the direct observation, elaboration of explored interviews with LPCC’s collaborators and partners, development of surveys based on two different samples and understanding of the work dynamics at the LPCC, it is intended to achieve conclusions about the importance of the application of strategic planning of communication and marketing in the management of a Nonprofit Organization.
Nonprofit organizations (NPO’s) play a key role in solving social problems and preventing threats and risk behaviors, as social solidarity entities that complement the government. In this sense, the present study has a main objective which includes identify the marketing and communication strategies used by NPO’s in the health area. Through the connection between the analysis of bibliographic references in the areas of strategic communication, social marketing, health communication and NPO’s and the analysis of the tasks and projects developed during the internship on the Marketing and Communication Department of the Portuguese League Against Cancer (LPCC), the present report shows the importance of a favorable positioning , an integrated branding, and a close relationship with the stakeholders (citizens, patients/users, employees, volunteers, patrons, governmental organizations and media) to promote a good reputation and image of this organization among the society. Based on the direct observation, elaboration of explored interviews with LPCC’s collaborators and partners, development of surveys based on two different samples and understanding of the work dynamics at the LPCC, it is intended to achieve conclusions about the importance of the application of strategic planning of communication and marketing in the management of a Nonprofit Organization.
Descrição
Palavras-chave
Comunicação em Saúde Comunicação Estratégica Marketing Social Organizações Sem Fins Lucrativos Nonprofit Organizations Strategic Communicatio Social Marketing Corporate Identity Health Communication