Assessoria de imprensa

: controlo em rede o : assessor de imprensa como estratega de enquadramento

Abstract

Understanding and forming theories among sources, public relations professionals and journalists it will always be a task as much challenging as the growing interest of all parts involved in keeping these relations as much invisible as possible could get. The goal of my research, about the Network Control Society, in a scientific way, is undo the role of the Media Relations as a framework agent, being able of influencing the journalistic outputs on the benefit of the organization. The scientific approach that I propose will allow to specify the implications of the strategic actions from the Media Relations on the news as final output, which will define him as an agent in control of the institutional reputation, within the organization. Therefore, the main axis of the research will be the Media Relations and journalism. The relation between the Media Relations and journalists will be scientifically exploited throughout two separate empirical ways of research: (1) in depth interviews to Media Relations, journalists and agents that perform as mediators in the two professional areas in the financial background in Portugal; (2) the Millennium bcp case study supported by an active observation, press analysis and relevant theoretical cross-checking. The research outcome led me to conclude that the Media depend even more on professional sources, and we are facing a broader number of institutional sources that reach for Media Relations competencies, specialized in tactical negotiations and information control strategies. The corporate sources under analysis – Portuguese listed companies and Millennium bcp case study – benefit from differentiated institutional and economical resources, having the power of narrowing the access to information. The journalistic output is really conditioned by the Media Relations strategy: setting the agenda and framework, defining the key element of information, since he benefits from the credibility empowered by hierarchy. This is the first scientific research in Portugal about the relationship of the Media Relations from the companies listed in Euronext with journalists, confronting journalists, ERC members and Media Relations from the appointed companies.

Date of Award	28 May 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rogério Santos (Supervisor)