A comunicação organizacional na vertente externa da instituição do Centro de Solidariedade de Braga

: Projecto Homem

Abstract

This work refers to organizational communication Solidarity Center Braga - Man Project, the external perspective. The organizational communication has been highlighted in the organizational environment, and is considered essential in a field organizations for their role in internal communications, external communications, public relations, advertising and institutional advertising. However, this research focuses on aspects of external communication. This component is based on the disclosure of the missions of the organizations, so that they can acquire the respect and recognition of their target audience, ie, aims to publicize and promote the image of institutions, with a view to obtaining favorable attitudes on the part the external public. Thus, the study was supported by a theoretical framework capable of providing a good understanding of the topic and sustain scientifically the results achieved. From the methodological point of view, this was an exploratory quantitative study, a questionnaire constructed by Socio-Demographic and questionnaire External Communications, applied to a sample of 154 respondents in the city of Braga. The result showed that Braga did not know the institution of the Solidarity Center Project Man-of Braga, or their values or their educational program. Also there was the existence of statistically significant results on the relationship between the quality of external communication and education level of the respondents. Another conclusion that was reached was that there is a significant relationship between the various age groups of respondents with clarity and objectivity of the information provided by the institution. But, as regards the relationship between age and the simplicity and usefulness of information obtained significant differences. Likewise, we find significant differences regarding the link between education levels of respondents and visits made to the website. Finally, it was found that the disclosure of the institution through friends and family proved to be more effective than mass media and institutional advertising.

Date of Award	20 Mar 2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria de Fátima Rodrigues Leitão Lobo de Araújo (Supervisor)