A reputação e a responsabilidade social na BP Portugal

: a importância da comunicação

Abstract

Having as object of study BP Portugal and respective business areas operating in Portugal, Castrol, BP Gas, BP Fuels Value Chain, this report has as its starting point the stage held in the Department of Communication and Institutional Relations of BP Portugal, where I was given the opportunity to observe the different communication tools used by this multinational company operating in the Portuguese market, which sought to frame theoretical foundations with articulating the themes of communication, reputation and corporate responsibility. This report aims to contribute to understanding communication, while engage lever to the reputation and social responsibility to the organizations in Portugal. I conclude that the internal practices of BP Portugal, were as interesting object of study, because in any of the topics in analysis, its internal policy demonstrates a constant concern both to its employees as to the suttounding community. In an industry in constant evolution and change, reputation becomes a market differentiator. Thus, BP Portugal opts for differentiating strategies, aimed at greater proximity to this key customers, suppliers and other stakeholders, which allow to distinguish from the competition. Through its Social Responsibility practices, BP Portugal assumes its position as a responsible company that is concern not only with the society as well as with the environment, so keeping a strong relationship with its key stakeholders – from customers to employees, suppliers, partners, administrators and government entities. To achieve its strategic and business objectives, BP Portugal maintains a high focus in communication, an essential tool for achieving all its stakeholders. Either through internal communication, or through external communication strategies, BP Portugal aims to achieve its stakeholders, transmitting their messages with clarity and veracity.

Date of Award	3 Feb 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)