Estudo comparado do estado da comunicação estratégica em Portugal e na Europa - European Communication Monitor 2013

Ansgar Zerfass, Evandro Samuel Oliveira, Evandro Samuel Oliveira

Resumo


Quais são as principais tendências no desenvolvimento
do exercício da gestão de comunicação em Portugal? Qual
a sua importância nas organizações e quais as questões
mais relevantes? Partindo da análise dos resultados
do European Communication Monitor 2013, o maior
estudo mundial acerca do futuro da Comunicação
Estratégica, apresentaremos neste trabalho: (1º) os
primeiros resultados apurados para Portugal, com dados
de caraterização individual; (2º) uma análise comparativa
entre os resultados de Portugal e os dados relativos a
outros países europeus; e (3) uma tentativa de mapear,
enquadrar e interpretar aprofundadamente os mesmos
resultados, num esforço de reflexão e enriquecimento
teórico.


Palavras-chave


ECM; gestão de comunicação; comunicação estratégica; Objectivos da comunicação; estatuto da profissão

Texto Completo:

PDF

Referências


Cornelissen, J. (2011). Corporate communication. A guide to theory and practice, 3rd edition. London: Sage.

Dozier, D., Grunig, J (1995). Manager’s guide to excellence in public relations and communication management. Routledge.

Gonçalves, G., Spínola, S., Padamo, C. (2013) Analysing public relations education through international standards: The Portuguese case, Public Relations

Review, Available online 4 September 2013, ISSN 0363-8111, http://dx.doi.org/10.1016/j.pubrev.2013.07.020.

Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations

Research, 7(3), 163-186.

Grunig, J. E., Grunig, L. A., Sriramesh, K., Huang, Y. H., & Lyra, A. (1995). Models of public relations in an international setting. Journal of Public Relations

Research, 7(3), 163-186.

Grunig, J. E., & Dozier, D. M. (2002). Excellent public relations and effective organizations: A study of communication management in three countries. Psychology Press.

Hallahan, K., Holtzhausen, D. R., Van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic Communication. International Journal of Strategic Communication, 1(1), 3-35.

Holtzhausen, D., & Zerfass, A. (2013). Strategic Communication: Pillars and Perspectives of an Alternative Paradigm. In K. Sriramesh, A. Zerfass & N. Kim (Eds.),Current Trends and Emerging Topics in

Public Relations and Communication Management (pp. 283-302). New York: Routledge

Invernizzi, E., & Romenti, S. (2009). Institutionalization and evaluation of corporate communication in Italian companies. International Journal of Strategic

Communication, 3(2), 116-130.

Ihlen, Ø., Bartlett, J., & May, S. (Eds.) (2011). The Handbook of Communication and Corporate Social Responsibility. Chichester.

Liebowitz, J. (Ed.) (2013). Big Data and Business Analytics. Boca Raton, FL: CRC Press.

Sandhu, S. (2009). Strategic communication: an institutional perspective. International Journal of Strategic Communication, 3(2), 72-93.

Van Riel, C., Fombrun, C. (2007). Essentials of Corporate Communication. Abingdon, New York: Routledge

Verhoeven, P., Tench, R., & Zerfass, A. (2011). Strategic orientation of communication professionals in Europe. International Journal of Strategic Communication, 5

(2), 95-117.

Zerfass, A., Van Ruler, B., Rogojinaru, A., Vercic, D., & Hamrefors, S. (2007). European Communication Monitor 2007. Trends in Communication Management

and Public Relations.

Zerfass, A. (2008). Corporate Communication Revisited: Integrating Business Strategy and Strategic Communication. In A. Zerfass, B. van Ruler & K.

Sriramesh (Eds.), Public Relations Research. European and International Perspectives and Innovations (pp. 65-96). Wiesbaden: VS Verlag für Sozialwissenschaften

Zerfass et al, 2013

Zerfass, A., Tench, R., Verhoeven, P., Verčič, D., & Moreno, A. (2010). European Communication Monitor 2010. Status Quo and Challenges for Public Relations in

Europe. Results of an Empirical Survey in 46 Countries. Brussels: EACD, EUPRERA.

Zerfass, A., Verhoeven, P., Tench, R., Moreno, A., & Verčič, D. (2011). European Communication Monitor 2011. Empirical Insights into Strategic Communication in

Europe. Results of an Empirical Survey in 43 Countries. Brussels: EACD, EUP

Zerfass, A., Verčič, D., Verhoeven, P., Moreno, A., & Tench, R. (2012). European Communication Monitor 2012. Challenges and Competencies for Strategic

Communication. Results of an Empirical Survey in 42 Countries. Brussels: EACD, EUPRERA.