A valorização dos eventos na formação da imagem institucional

: caso Banco Santander Totta

Abstract

Events are a communication tool, increasingly explored by organizations, more precisely by Public Relations, and can be used both in internal and external communication. Through events, organizations communicate their corporate identity, in order to create the desired image on their target audience. An event can help build or improve the organization’s reputation, perceived by its target audience. The aim of this report is to analyze and understand if events do contribute for the appreciation of the corporate image and frame and analyze its impact, based upon the case study of Banco Santander Totta. Throughout this report it was observed that events contribute positively to the appreciation of the corporate image, proving that using this communication tool continues to be a positive approach for organizations.

Date of Award	2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)