O papel das agências de comunicação nas organizações

Abstract

The first communication agency emerged in the mid-nineteenth century and since then they have followed the communication trends, helping Organizations to overcome their challenges and supporting the design and implementation of a Strategic Communication. With the evolution from traditional media to digital media, agencies have increasingly invested indifferent ways to promote Organizations, as well as their products and services. The object of study of this report is to understand the symbolic and material value that communication agencies have for organizations in terms of supporting the creation and implementation of Strategic Communication. In addition to the internship experience, 3exploratory research was used, through qualitative analysis, by the method of structured interviews with directors of the two agencies in which the student interned. As a quantitative method, we prepared an online questionnaire with the objective of understanding the opinion of the various audiences about agencies, including employees of Organizations that have already used the support of agencies, as well as the general public to understand their knowledge about this area. The conclusions of this study were reached through the critical analysis of the data, which allowed us to realize that communication agencies are effectively an important resource for Organizations and that they have, above all, supported the monitoring of the transition of brands to digital, being a relevant support in order to provide the strategies and tools best suited to the needs of Organizations.

Date of Award	9 Dec 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Clarisse Pessôa (Supervisor)