Como é que as organizações não-governamentais criam valor através da sua comunicação?
: o caso da save the children international

  • Catarina Marques dos Santos (Student)

Student thesis: Master's Thesis

Abstract

The following research report aims to analyse the context within which Non-Governmental Organisations (NGOs) operate, and in particular how they develop and apply their communication strategies to achieve their objectives and to create value to their different audiences. In this context, this research aims to study the specific case of Save the Children International, analyzing if this NGO can implement an effective communication strategy, bearing in mind the requirements of its market and the environmental factors. The research showed that there are many differences between the communication strategies of non-governmental organisations and other types of organisations, due to the specific aims and modes of operation of NGOs. Their operating environment is more complex and thus it is more difficult for NGOs to achieve their strategic objectives. Nevertheless, these organisations have a higher degree of acceptance by the public, and very often they lead changes in opinion and act as catalysts for socio-cultural change. The results allowed us to conclude that, despite the fact that organisations such as Save the Children allect an increasing effort to the development of their communications, this sector still denotes an enormous fragility in terms of the implementation of resources in its communication strategies.
Date of Award2014
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoana Machado (Supervisor)

Keywords

  • Save the Children
  • Communication
  • Non-governmental organizations
  • Advocacy
  • Human rights
  • Case study

Designation

  • Mestrado em Marketing

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