Made available in DSpace on 2016-08-03T12:29:48Z (GMT). No. of bitstreams: 1 Anap1-150.pdf: 1261470 bytes, checksum: b2621bfda6c744c73f0aad7c82032d35 (MD5) Previous issue date: 2013-04-08 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study about Management Media Relations (MMR) at private Universities aims to identify and analyze how this area of Business Communication has worked for the following Higher Education Institutions (HEI) in São Paulo: Ibirapuera University, University of Santo Amaro, University city of São Paulo and Paulista University, corpus defined based on previous exploratory research. This study we demonstrate the importance of MMR as part of strategic intelligence sector in the HEI. Thus, we believe that this area of Business Communication can contribute, through the symbolic power relations that are established in the media, for the recognition and appreciation of these institutions in the educational setting current Brazilian. This study aims, analyze contributions of MMR in building an image of credibility and reputation of the HEI; we seek also reflect on the theory and practice Corporate Communication sector through empirical research, observing their communication structure and actions taken and analyzes relating to the concepts found in the references about this theme. Diverse methodological techniques and instruments were used to achieve the objectives proposed in this study, including the documentary analysis, bibliographic research, semi-structured interviews and content analysis. Observed through this study that the practice of GRM remains incipient in those institutions where the main focus of strategic thinking and communication planning is in advertising actions, in policies of internal communication and basic actions, if not punctual press relations. / Este estudo sobre a Gestão de Relacionamento com a Mídia em universidades privadas pretende avaliar como esta área da Comunicação Empresarial tem sido conduzida pelas seguintes Instituições de Ensino Superior de São Paulo: a Univ. Ibirapuera, a Univ. de Santo Amaro, a Univ. Cidade de São Paulo e a Universidade Paulista, corpus definido com base em pesquisa exploratória prévia. Buscamos demonstrar neste estudo, o papel fundamental da GRM, sendo considerada como parte da inteligência estratégica das IES. Sendo assim, entendemos que esta área da Comunicação Empresarial pode contribuir, por meio das relações de poder simbólico que se estabelecem na mídia, para o reconhecimento e a valorização dessas instituições no cenário educacional brasileiro atual. Este estudo tem como objetivos, verificar as contribuições da GRM na construção de uma imagem e reputação de credibilidade das IES; Buscamos também refletir sobre a teoria e prática Comunicação Empresarial no setor por meio de pesquisa empírica, observando sua estrutura de comunicação e ações realizadas e relacionando as análises aos conceitos encontrados nas referências bibliográficas sobre o tema. Técnicas e instrumentos metodológicos diversos foram utilizados para alcançar os objetivos propostos neste estudo, entre eles, a análise documental, a pesquisa bibliográfica, entrevistas semiestruturadas e a análise de conteúdo. Observamos por meio deste estudo que a prática da GRM se mantém insipiente nessas instituições, onde o foco principal do pensamento e planejamento estratégico de comunicação está nas ações publicitárias mercadológicas, em políticas de comunicação interna e ações básicas, quando não pontuais de assessoria de imprensa.

Made available in DSpace on 2016-08-03T12:30:33Z (GMT). No. of bitstreams: 1 1- PRE TEXTO.pdf: 26558 bytes, checksum: 0640d9f2356dd4a2c9f842eb0a2c1c7e (MD5) Previous issue date: 2007-04-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This project has, as it's main issue the study of the Corporate Communication of Philip Morris Brazil, a subsidiary of Philip Morris International, one of the largest Tobacco Companies Worldwide. The objective of this research is to demonstrate how Philip Morris Brazil communicates and relates itself with its different targets: the community, the retail and young end-users, and also which strategies it uses to establish and maintain this relationship, guaranteeing its sustainability. Another important issue of the study is to understand how the company advertises its products and stimulate the use of cigarettes in Brazil, on behalf of a Brazilian Legislation that strongly restricts the Advertisement of cigarettes on the main national media.(AU) / Este projeto tem como tema central o estudo da comunicação corporativa da Philip Morris Brasil, subsidiária da Philip Morris International, uma das maiores industria de tabaco do mundo. Os objetivos desta pesquisa é demonstrar como a Philip Morris Brasil se comunica e se relaciona com seus públicos de interesse, a comunidade, o varejo e os consumidores jovens e que estratégias ela utiliza para estabelecer e manter este relacionamento, garantindo assim a sua sustentabilidade. Outro fator importante é entender como a empresa divulga o seu produto e estimula o consumo do cigarro no Brasil sabendo-se que a legislação brasileira impõe uma forte restrição à propaganda do cigarro nas principais mídias nacionais.(AU)

Studiens primära syfte är att undersöka hur målgruppen potentiellt framtida kvinnliga arbetssökande upplever det språkliga tilltalet i nätbanken Nordnets platsannonser. Hypotesen att det språkliga tilltalet i Nordnets platsannonser bär spår av manliga drag och attraherar män i högre utsträckning än kvinnor är en central utgångspunkt för undersökningen som görs. Ett sekundärt syfte med studien är även att ur språkvetenskapligt perspektiv undersöka hur de relationsskapande strategierna ser ut i fem slumpmässigt utvalda platsannonser från Nordnet. Studien utgår från frågeställningar som berör attityder till det språkliga tilltalet och hur platsannonsernas relationsskapande strategier associeras med manligt eller kvinnligt språk. Frågeställningarna besvaras med hjälp av två kvantitativa metoder: en enkätundersökning samt en textanalys, vars resultat legat till grund för enkätundersökningens utformning. 39 respondenter deltog i enkätundersökningen, varav 22 kvinnor och en kontrollgrupp på 17 män. Till grund för textanalysen låg fem slumpmässigt utvalda platsannonser från Nordnet. Studien har en sociolingvistisk ansats och bygger vidare på Gaucher, Friesen & Kays (2011) forskning om effekterna av könsbundna ord i platsannonser samt Xiaoli Fus (2012) forskning om platsannonsens kontaktskapande strategier. Resultaten från textanalyserna visar att de kontaktskapande strategierna i Nordnets platsannonser stämmer väl överens med tidigare forskning samt att användningen av olika attitydmarkörer och läsarinkluderande pronomen har en gynnsam effekt på målgruppen. Vidare talar resultaten för hypotesens förkastande - åtminstone vad gäller den undersökta gruppen - då merparten av de undersökta kvinnorna uppger sig vara lockade att söka en tjänst hos Nordnet och även upplever platsannonsens kontaktskapande strategier på ett positivt sätt. Inte heller uppgav de kvinnliga respondenterna att de associerade det språkliga tilltalet med manligt språk; tvärtom skattade männen i kontrollgruppen valda delar av platsannonsens språkliga tilltal som mera maskulint än kvinnorna. / The objective of this study is to investigate how a specific target group; potential, future female applicants, perceive the language in Nordnet’s job postings. The hypothesis that the language used in Nordnet’s job postings attracts men to a greater extent than women is a central starting point for the investigation. A secondary objective for the study is also to examine how the interactional metadiscourse, e.g. relationship building strategies, look like in five randomly selected job postings from Nordnet. The study is based on questions that apply to attitudes towards linguistic traits in the job postings and how the relationship building strategies is associated with masculinity or femininity. These questions are answered by two quantitative methods : a survey and a text analysis, the results of which formed the basis of the questionnaire survey design. 39 respondents participated in the survey, including 22 women and a control group of 17 men. The basis for text analysis were five randomly selected job postings from Nordnet. The study has a sociolinguistic approach and builds on Gaucher, Friesen & Kay's (2012) research on the effects of gendered wording in job postings and Xiaoli Fu's (2011) research on interactional metadiscourse in job postings. The results from the text analysis shows that the relationship building strategies of Nordnet’s job postings are consistent with previous research and the use of different attitude markers and reader-inclusive pronouns has a beneficial effect on the target audience. Furthermore, the results speak for hypothesis rejection - at least for the group studied – since most of the female participants claimed to be attracted to apply for a position within Nordnet and also experienced the job posting’s strategies in a positive way. Neither did the female participants associate the language with masculinity; on the contrary, instead the male participants rated selected parts of the job postings interactional metadiscourse as more masculine than the women did.

La presente investigación analizará cómo la planificación y aplicación de la comunicación interna de crisis en una empresa de retail es empleada para difundir el plan de reactivación post-cuarentena a sus colaboradores. En la misma se identificarán los factores que influyeron en la elección de la estrategia y el desarrollo de su implementación desde la perspectiva de los comunicadores organizacionales. Para realizar el estudio con un diseño fenomenológico desde un paradigma interpretativo, la técnica de recolección de datos será la entrevista semiestructura. Los informantes de esta investigación serán los líderes del departamento de comunicación interna de la empresa de retail, dedicados al planeamiento e implementación del plan de comunicación, así como a los consultores de su agencia de comunicación interna, encargados de brindar soporte a la implementación del plan de reactivación post-cuarentena. Se realizará un análisis temático para analizar las entrevistas dado que permitirá buscar e identificar temas importantes para la descripción del fenómeno. / This research will analyze how the planning and application of internal crisis communication in a retail company is used to disseminate the post-quarantine recovery plan to its employees. It will identify the factors that influenced the choice of strategy and the development of its implementation from the perspective of organizational communicators. To carry out the study with a phenomenological design from an interpretive paradigm, the data collection technique will be the semi-structured interview. The informants of this investigation will be the leaders of the internal communication department of the retail company, dedicated to the planning and implementing the communication plan, as well as the consultants of its internal communication agency, responsible for providing support to the implementation of the post-quarantine recovery plan. A thematic analysis will be carried out to analyze the interviews given that will seek and identify important topics for the description of the phenomenon. / Trabajo de investigación

Frente al panorama actual de incertidumbre a causa de la pandemia del coronavirus, las organizaciones se han visto obligadas a adaptar sus estrategias y contenidos de comunicación a las altas necesidades de información por parte del público para mantener el compromiso de estos hacia la organización a la que pertenecen. La presente investigación plantea el análisis de la gestión de la comunicación interna corporativa y el clima organizacional para comprender el desarrollo del compromiso laboral de estos en una empresa de fabricación y venta de electrodomésticos. El motivo de esta yace en los recientes hallazgos sobre la relación de la felicidad percibida y generada en el entorno de trabajo y su posible relación con el compromiso de los colaboradores hacia la empresa, así como la relación de la comunicación interna con la construcción de un clima organizacional percibido como positivo. La metodología empleada será cualitativa, ya que se analizará la relación entre la comunicación interna y el clima organizacional, dos aspectos intangibles muy relevantes en cuanto a las relaciones laborales desde la perspectiva de los colaboradores, quien serán los entrevistados. / Faced with the current panorama of uncertainty due to the coronavirus pandemic, organizations have been forced to adapt their communication content and strategies to the high information needs of their different audiences to maintain their commitment to the organization. This research proposes the analysis of the management of corporate internal communication and the organizational climate to understand the development of their work commitment in a company that manufactures and sells household appliances. The reason for this lies in the recent findings on the relationship of happiness perceived and generated in the work environment and its possible relationship with the commitment of employees to the company, as well as the relationship of internal communication with the construction of a positive perceived organizational climate. The methodology used will be qualitative, since the relationship between internal communication and the organizational climate will be analyzed, two highly relevant intangible aspects in terms of labor relations from the perspective of the collaborators, who will be the interviewees. / Trabajo de investigación

This master’s thesis deal with assertion personal marketing in company. Theoretical part of this work is focused on the knowledge of assertion of marketing in HR sphere. In the second, practical part of this master thesis analysis the current state of company, which should help in  the identification of problematic areas of personal marketing in the company. This analysis part of this work is enriched by the views of employees. The aim of this thesis is to evaluate the  current situation of the company’s personal marketing in order to improve the areas identified as problematic.

El presente trabajo de investigación analiza y evalúa cómo la gestión de la comunicación en las iglesias evangélicas Camino de Vida y Emmanuel han influido en el crecimiento o decrecimiento de su masa de adeptos en el período 2011-2018. Desde un enfoque de la Comunicación Corporativa se encontró que las iglesias evangélicas Camino de Vida y Emmanuel gestionan elementos de su identidad que les permiten diferenciarse de otras iglesias. Dicha diferenciación es el factor de atracción para las personas, lo cual contribuye al crecimiento de dichas iglesias. Es decir, las percepciones que generan al público y tienen un impacto directo con su crecimiento. Por ello, como hipótesis se plantea que la presencia de una gestión profesional de la comunicación y conocimiento de los activos intangibles puede tener como resultado un crecimiento en la masa de adeptos en las iglesias Camino de Vida y Emmanuel. El crecimiento de la congregación se puede traducir en una expansión de la iglesia, tanto en localidades como en diversificación de grupos; en la necesidad de producir eventos especializados; y en la consolidación de su reputación frente a otras iglesias a nivel nacional e internacional; sin dejar de mencionar el consecuente posible incremento de ingresos por la vía de los diezmos y las ofrendas de los congregantes. En ese sentido, la ausencia de una gestión comunicacional en las iglesias evangélicas estudiadas representa un problema que podría impactar negativamente en su crecimiento organizacional en el tiempo. La metodología que esta investigación realiza es mixta. La investigación tuvo un enfoque exploratorio que procesó información cualitativa y cuantitativa. En el caso de las dos organizaciones investigadas, es posible afirmar que la gestión comunicacional ha redundado positivamente en su crecimiento. Esto se comprueba desde lo cuantitativo con un crecimiento en la masa de adeptos y la necesidad de apertura de otras localidadesde de cada iglesia; así también como en lo cualitativo, como es la salud organizacional, tanto interna como externamente, en el período estudiado. / This research work analyzes and evaluates how communication management in the Camino de Vida and Emmanuel evangelical churches have influenced the growth or decrease of their mass of followers in the period 2011-2018. From a Corporate Communication approach, it was found that Camino de Vida and Emmanuel evangelical churches manage elements of their identity that allow them to differentiate themselves from other churches. This differentiation is the pull factor for people, which contributes to the growth of these churches. That is, the perceptions that they generate to the public and have a direct impact on their growth. Therefore, it is hypothesized that the presence of a professional management of communication and knowledge of intangible assets may result in a growth in the mass of followers in the Camino de Vida and Emmanuel churches. The growth of the congregation can translate into an expansion of the church, both in localities and in diversification of groups; in the need to produce specialized events; and in the consolidation of its reputation in front of other churches at national and international level; not to mention the consequent possible increase in income by way of tithes and congregants' offerings. In this sense, the absence of communicational management in the evangelical churches studied represents a problem that could negatively impact their organizational growth over time. The methodology that this research carries out is mixed. The research had an exploratory approach that processed qualitative and quantitative information. In the case of the two organizations investigated, it is possible to affirm that communicational management has positively resulted in their growth. This is verified from a quantitative point of view with a growth in the mass of followers and the need to open other localities of each church; as well as qualitatively, such as organizational health, both internally and externally, in the period studied. / Tesis

Esta investigación busca conocer las percepciones de la imagen corporativa que tienen los millennials acerca de la inclusión laboral de personas con discapacidad motora en los retailers de Lima Metropolitana, que actualmente forma parte de sus acciones de Responsabilidad Social Corporativa (RSC). Teniendo en cuenta que la Ley de Personas con discapacidad N.º 29973 regula a las empresas para que contraten a personas con discapacidad, este estudio analizó el vínculo de valor afectivo, la comunicación corporativa con respecto a la RSC y las percepciones basadas en lo que sienten, piensan y experimentan los millennials en relación con la inclusión laboral de personas con discapacidad motora. El enfoque de esta investigación es cualitativo y la técnica que se utilizó para el recojo de la información fueron las entrevistas semiestructuradas. Dentro de los resultados más destacados se evidenció que los millennials tienen una imagen corporativa positiva hacia los retailers que incluyen a personas con discapacidad motora. Sin embargo, los retailers no tienen definidos cuáles son los canales de comunicación para difundir sus acciones de inclusión laboral de personas con discapacidad motora como parte de la RSC, debido a la falta de una estrategia de comunicación corporativa. / This research seeks to know the perceptions of the corporate image that millennials have about the labor inclusion of people with motor disabilities in the retailers of Metropolitan Lima, which is currently part of their Corporate Social Responsibility (CSR) actions. Taking into account that the Law on People with Disabilities No. 29973 regulates companies to hire people with disabilities, this study analyzed the bond of affective value, corporate communication with respect to CSR and perceptions based on what Millennials feel, think and experience in relation to the labor inclusion of people with motor disabilities. The focus of this research is qualitative, and the technique used to collect the information was semi-structured interviews. Among the most outstanding results, it was evidenced that millennials have a positive corporate image towards retailers that include people with motor disabilities. However, retailers have not defined which communication channels are to disseminate their labor inclusion actions for people with motor disabilities as part of CSR, due to the lack of a corporate communication strategy. / Tesis

No description available.

Internal communication is essential for every company. However it is not always perceived as such. Internal communication is a conveyor of information and company's values. It is based on corporate culture and it also influences in. It affects atmosphere and performance of the company, engagement and overall happiness of employees. It is also related to the rate of their fluctuation. Diversity, which is the key to the diversity of approaches and perspectives, is also comparatively important to the functioning of the company. Diversity brings more effective problem solving or team functioning. In this respect, companies should strive for gender equality in their working environment and take supportive initiatives to help women overcome barriers in the labor market. The Czech Republic is one of the worst-ranked countries in the European Union in terms of gender equality in the labor market. This diploma thesis deals with the interconnection of internal communication and topics related to promoting women in work and personal life. The aim of this thesis is to use qualitative research to find out how selected domestic companies work with these topics in internal communication.