O papel do podcast na estratégia de comunicação das organizações

: o caso Fundação Luso-Americana para o Desenvolvimento

Abstract

This research is the result of an internship in the communications team of the LusoAmerican Development Foundation (FLAD). During the internship, among other tasks, the impact of the podcasts 'Atlantic Talks' and 'Era Uma Vez Duas Pessoas' on the organization's image was observed. However, there were no studies or reports on the subject. The theoretical context reveals that the podcast is a trend that has proved effective as an instrument of a communication strategy. The aim of this report was to study this effectiveness in FLAD's communication strategy. To this end, quantitative and qualitative methods were used. The quantitative approach was used to analyze the metrics and demographic data of both podcasts - taken from the Spotify and Apple Podcasts platforms - and their related Instagram posts. Exploratory, semi-structured interviews were also carried out with actors linked to the Foundation and/or the podcasts in order to obtain more in-depth data on the subject. The results show that FLAD has reached a new, younger, and more diverse audience with the podcasts, reflecting the positive influence they can have on the communication of organizations. The results also point to the need for foundations to invest in podcasts that include the presence of opinion leaders and/or influencers to guarantee greater brand reach. The conclusions of this report reveal the need for more in-depth research into podcasts in Portugal. More research is also needed into the impact of podcasts on uptake of FLAD initiatives.

Date of Award	8 Mar 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)