Submitted by Nadir Basilio (nadirsb@uninove.br) on 2017-06-21T15:03:14Z No. of bitstreams: 1 Vinicius Lordello Cegalini.pdf: 1426909 bytes, checksum: b107789da5bcdbb3cbe56e8ae0cbecd9 (MD5) / Made available in DSpace on 2017-06-21T15:03:14Z (GMT). No. of bitstreams: 1 Vinicius Lordello Cegalini.pdf: 1426909 bytes, checksum: b107789da5bcdbb3cbe56e8ae0cbecd9 (MD5) Previous issue date: 2017-05-12 / To establish a profile committed to its public should be the premise of a sports organization. The club and its athletes should join a community of people and entities that share the same purposes. Understanding how is (or is not) the reputation management of a club, it gets less thorny the search to attract talent, resources, partners and, just as important, new admirers. Sport organizations are already assimilating what is best in other market practices. As in the corporate world, the sport has been working the Reputation concepts, even though they know it. It is crucial to understand, however, if has been working properly and, consequently, it is attentive to the aspects suitable for the construction and maintenance of good reputation. This paper, through literature in major newspapers and academic journals, seeks to understand the origin of the reputation construct, its application in the corporate world, comparing it to your link in treatments within the sport. But search, fundamental and priority mapping which are the dimensions of reputation that are relevant to the sport, as well as its main attributes. Therefore, as a methodology, we have initially a State of the Art Search on the term reputation. Approaches, the consensus points to reputation as the last of the understanding of actions and results of an organization, represented by the capacity that it has to create value for its various stakeholders. In this sense, the very reputation defines the relationship of an organization with its stakeholders. Thus, following the work, there are interviews with key stakeholders in the sport market to seek the understanding of which dimensions of reputation best apply to sport. It was observed that the reputation of concepts used in theory so restricted to the corporate environment are already a reality for sports entities because, as strategic management, the issue of management is critical to the performance observed in addition to the sports part. / Estabelecer um perfil de comprometimento com cada um de seus públicos deveria ser premissa de uma organização esportiva. O clube e seus atletas deveriam, então, integrar uma comunidade de pessoas e entidades que partilham os mesmos propósitos. Entendendo como é feita (ou se ainda não é) a gestão da reputação de um clube, fica menos espinhosa a busca para atrair talentos, recursos, parceiros e novos admiradores. As entidades esportivas já vêm assimilando o que há de melhor em outras práticas de mercado. Assim como no universo corporativo, o Esporte já trabalha os conceitos de Reputação, ainda que não se perceba. É fundamental entender, no entanto, se os tem trabalhado de forma adequada e, consequentemente, se está atento aos aspectos adequados para a construção e manutenção da boa reputação. Este trabalho, através de levantamento bibliográfico nos principais jornais e revistas acadêmicas, busca entender a origem do constructo Reputação, sua aplicação no universo corporativo, comparando-a com seu enlace nos tratamentos dentro do esporte. Mas busca, fundamental e prioritariamente, mapear quais são as dimensões da reputação que são pertinentes ao esporte, assim como seus principais atributos. Para tanto, como metodologia, temos inicialmente um Estado da Arte da pesquisa sobre o termo Reputação. Das abordagens, o consenso aponta a reputação como o entendimento do passado das ações e dos resultados de uma organização, representadas pela capacidade que esta tem para gerar valor para seus diversos stakeholders. Nesse sentido, a própria reputação define a relação de uma organização com seus stakeholders. Assim, na sequência do trabalho, que é qualitativo, de caráter exploratório e descritivo, há entrevistas com os principais stakeholders do mercado do esporte para buscar o entendimento de quais dimensões da reputação melhor se aplicam ao esporte. Foi possível perceber que os conceitos de reputação utilizados teoricamente de forma restrita ao ambiente corporativo já são uma realidade para as entidades esportivas porque, como condução estratégica, a gestão do tema é fundamental para o desempenho observado além da parte esportiva.

This master’s thesis summarizes the theoretical knowledge of the selected authors about organizational culture and analyzes the organizational culture of the company EXPONO, Inc. On the basis of a questionnaire survey, interviews, systematic observation and analysis of corporate documents there have been uncovered shortcomings of organizational culture of the company EXPONO, Inc. and have made proposals and recommendations for overall improvement and streamlining the current situation.

Since 2016 the external communication of the Swedish international development cooperation agencys (Sida) has been governed by the ‘Strategi för informations- och kommunikationsverksamhet, inklusive genom organisationer i det civila samhället, 2016–2022’. Government investigations have shown that the strategy leaves room for divergent interpretation due to abstract formulations and ambiguous objectives. Several researchers have studied How ambiguous strategy is interpreted by organizational members. However, there are no studies that, beyond the scope of profession-related factors, examine Why the interpretationsappear in any given way. Therefore, the purpose of this thesis is to analyze the interpretation process of an ambiguous strategy, by examining how cognitive, social and structural factors affect how employees at the communication units of Sida and Sida Partnership Forum interpret, and (consequently) enact the 'Strategy for information and communication activities 2016-2022 '. Based on the idea of accumulative understanding, the thesis theoretical framework consisted of Eric Eisenberg's Strategic Ambiguity, Abdallah & Langley's dimensions of the strategy process, and Hall's encoding/decoding model for communication. We used a combination of strategy documents and semi-structured interviews to answer the research questions through an interpretive discourse analysis. Ascertained organizational discourses were linked back to the theories of Strategic ambiguity and encoding/decoding to draw conclusions from chosen theoretical perspective. We found that organizational socialization, governing signals and actors as well as formal structures for strategy planning caused divergent interpretations and perceptions of the InfoCom-strategy. We also found that how the employees interpreted the InfoCom strategy affects how it was enacted in their work. Since the strategy does not offer clear directives, the enactment seems to differ depending on the employee's position at Sida or SPF.

La presente investigación busca analizar los aportes de la utilización del recurso lúdico como una herramienta eficaz de comunicación interna en la gestión de la cultura organizacional. Por ello a través de entrevistas en profundidad realizadas a un panel de expertos conformado por profesionales en comunicación interna, educación, arte y recursos humanos; así como a través del análisis de la aplicación de herramientas lúdicas dentro de la gestión de cultura organizacional en una empresa privada del sector de explotación y comercialización de gas natural en Lima y Callao, se vislumbra que la implementación de actividades lúdicas favorece el aprendizaje de los mensajes dados por los jefes, incentiva la creatividad de los colaboradores y mejora el clima laboral. Nuestra documentación de casos de estudio en la ciudad de Lima analizó complementariamente las experiencias de éxito en empresas industriales de los sectores deportivo, bebidas no alcohólicas, cosmética, pesquería y manufactura que, luego de activar herramientas lúdicas en sus diferentes públicos, detectaron importantes cambios favorables en la implementación y gestión de su cultura organizacional. / This research seeks to analyze the contributions of the use of recreational resources as an effective internal communication tool in the management of organizational culture. For this reason, through in-depth interviews with a panel of experts made up of professionals in internal communication, education, art and human resources; As well as through the analysis of the application of recreational tools within the management of organizational culture in a private company in the natural gas exploitation and commercialization sector in Lima and Callao, it is seen that the implementation of recreational activities favors the learning of the messages given by bosses, encourages the creativity of employees and improves the work environment. Our documentation of case studies in the city of Lima analyzed the success experiences in industrial companies in the sports, non-alcoholic beverages, cosmetics, fishery and manufacturing sectors that, after activating playful tools in their different audiences, detected important favorable changes in the implementation and management of its organizational culture. / Trabajo de investigación

[pt] Em pouco mais de um século de história, o trabalho de relacionamento com a imprensa nas organizações privadas no Brasil se transformou, foi reivindicado por áreas distintas na comunicação e ganhou forma e força no mercado de trabalho. No entanto, a atividade ainda carece de embasamento legal e reflexão acadêmica, o que traz insegurança jurídica e parece impactar diretamente a formação dos profissionais que construirão suas carreiras nesta área. A fim de colaborar com esta discussão, o objetivo desta pesquisa é reconstruir o percurso da assessoria de imprensa no Brasil, recorrendo à memória e à oralidade de alguns dos personagens desta história. O trabalho busca entender como ser deu a “ação coletiva” (BECKER, 1977) dos profissionais da área, analisada em uma perspectiva desviante e do estigma, dentro do campo de possibilidades em que estavam inseridos. A partir deste entendimento, a investigação pretende estabelecer premissas para refletir sobre a comunicação nas organizações de forma ampla e conectada às necessidades do mercado, oferecendo um diagnóstico da área. Assim, propor caminhos de entendimento que visa unir as pontas que historicamente se desenvolveram afastadas: a legislação, o mercado e a academia em prol de uma contribuição efetiva para os estudos de Comunicação nos contextos organizacionais e para a formação mais adequada de profissionais para atuar no setor. / [en] In more than a century of history, the relationship with the press in organizations in Brazil has been transformed, was claimed by different areas of communication and gained shape and strength in the labor market. However, the activity still needs legal foundation and academic reflection. It seems to result in a juridical insecurity and it has direct impact on the formation of professionals who will build their careers in the area. In order to collaborate with this discussion, the objective of this research is to reconstruct the trajectory of the press relationship in Brazil, using the memory and orality of some of the people that took part in this story. The research tries to understand the collective action (BECKER, 1977) of the professionals, as someone that is on deviance and carries a stigma, inside the space of possibilities in which they were inserted. Based on the considerations, the investigation intends to establish itself as premises to reflect on the organizational communication connected with the labor market needs, offering a diagnosis of the area. Thus, to propose ways to understand and unify areas that are historically separated: labor market, legislation and academy in order to contribute to communication studies and help to improve the qualification of professionals to work in the sector.

Bakgrund: Företag är bevisligen kritiserade för sin kommunikation till intressenter. Dessutom råder informationsasymmetri vilket försvårar intressenters bedömning av företagets faktiska prestation. Att företag tenderar att använda sig av symboliska hävdanden försvårar intressenters bedömning av företagets faktiska prestation. Det visar sig därutöver att inte ens regleringar kan slå vakt inför företags tendens att agera symboliskt och på så vis legitimera sina handlingar. Motsatsvis innebär substantiell kommunikation att företag förankrar informationen till praktiken.  Syfte: Rapporten syftar till att uppnå en förståelse för om företag tenderar att använda substantiella eller symboliska verktyg inom ramen för sin informationsdelgivning vid inträffandet av en skandal. Vidare ämnas att uppnå en förståelse huruvida ett av dessa verktyg förekommer mer frekvent beroende på om skandalen baseras på finansiella eller icke-finansiella grunder, samt att se empirin ur perspektivet av legitimitetsteorin.  Metod: Studien är baserad på en kvalitativ forskningsmetod och antar ett deduktivt angreppssätt. Genom en dokumentanalys sorteras materialet efter koder för att dra slutsatser om företagets kommunikation.  Slutsats: Företagen i urvalet tenderar att använda symboliska verktyg efter skandalen. Det visar sig dessutom att det inte åskådliggörs någon skillnad mellan företag drabbade av en finansiell eller en icke-finansiell skandal. / Background: Companies are demonstrably criticized for their communication to stakeholders. In addition, there is information asymmetry, which makes it difficult for stakeholders to assess the company's actual performance. The fact that companies tend to use symbolic claims makes it difficult for stakeholders to assess the company's actual performance. It also turns out that even regulations cannot guard against the tendency of companies to act symbolically and thus legitimize their actions. Conversely, substantial communications means that companies anchor the information to practice.  Purpose: The report aims to achieve an understanding if companies tend to use substantive or symbolic tools in the context of their information disclosure in the event of a scandal. The aim is to achieve an understanding of whether one of these tools occurs more frequently depending on if the scandal is based on financial or non-financial grounds, as well as to see the empirical evidence from the perspective of legitimacy theory.  Method: The study is based on a qualitative research method and adopts a deductive approach. Through a document analysis, the material is sorted according to codes in order to draw conclusions about the company's communication.  Conclusion: The companies in the sample tend to use symbolic tools after a scandal. It also turns out that no difference is illustrated between companies affected by a financial or a non-financial scanda

Although public relations is seen as a function that contributes to the greater good of society and the performance of an organisation (ref. Grunig, 2006b:3; Grunig, Grunig & Dozier, 2002:xii), the function does not, for various reasons, always deliver on this promise (ref. Gray, 2004:26–27; Grunig et al., 2002:166, 169, 192; Steyn, 2000c:40; Tobin, 2004:56; Van Ruler, 1997:248, 263; 2004a:123). Practitioners and professional bodies from various countries have researched, and tried to overcome the variables negatively influencing practitioners, through various methods. However, no study has provided a comprehensive prioritised list of all the variables influencing practitioners' contribution to organisational performance. In addition none of these actions has led to a sustainable solution for the profession where a critical mass of practitioners can keep the promise of contributing to the greater good of society and the performance of the organisation. In light of this problem, this study tries to understand how public relations practitioners can enhance their contribution to organisational performance, by examining the variables influencing practitioners in contributing to organisational performance. The study is framed within the relational, reflective, two–way symmetrical and feminist paradigms, supported by the general excellence theory as meta–theory, and the relationship management and corporate communication role theories. The multidimensional paradigm was specifically selected to accommodate the complex research context (Grunig, 1989:18; 2006a; Valin, 2004). From theory it was established that public relations contributes to organisational performance by assisting organisations to adapt to their changing environment by providing strategic information from the environment to the organisation that could reduce uncertainty in the organisation's strategic decision–making (Grunig et al., 2002:xi; Raupp & Van Ruler, 2006:18; Steyn, 2000c:27; Valin, 2004). Through this process the organisation's triple bottom line goals are aligned with the realities of the environment in which it operates (Moss et al., 2000:283; van Tonder & van Rheede van Oudtshoorn, 2006:149). This then creates long–term relationships with stakeholders that creates many benefits for the organisation (Grunig, 2006b:3, 6; Grunig et al., 2002:xi, 10, 11; Grunig & Haung, 2000:32; Hon & Grunig, 1999:7–9, 11; Phillips, 2006a:34, 35; 2006b:212). Within South Africa specifically, corporate communication practitioners perform the roles of strategist, manager and technician in order to complete the above tasks (Steyn, 2000b:1–42; 2000c:20–43). The research methodology followed to gather data to answer the General research question, is both exploratory and interpretive. The research started with a literature study, followed by semi–structured interviews with four purposefully selected practitioners and the chairpersons of the two professional bodies (PRISA and IABC) in order to verify the variables identified in literature, and possibly identify new variables pertaining to the South African environment. These variables, together with those identified in literature, were then used to construct a questionnaire completed by public relations practitioners active in the 1 319 top performing South African organisations as per South Africa's Top 300 National Companies List (Fletcher, 2007:1–330) and the Financial Mail Top 200 Companies List (Williams, 2005:1–168). A response rate of 19.9% was achieved. The qualitative data was content analysed and the quantitative data analysed by means of Statistica (StatSoft Inc., 2007) and SPSS (SPSS Inc., 2007) data analysis software. In order to determine the relationships between the variables influencing practitioners, structural equation modelling, by means of AMOS (SPSS Inc., 2009) software, was used. In essence it was found that practitioners should take ownership and manage the variables influencing their performance. Furthermore, 13 variables pertaining to the individual–, industry– and professional–levels were statistically verified as the most important variables influencing practitioners. Due to the specific relationship between these variables, it would seem that enhancing any of these 13 variables would enhance the practitioner's contribution to organisational performance. The main contribution of the study is to add to the discussion on the how the profession can manage its contribution to organisational performance by categorising and empirically verifying a list of all variables influencing practitioners' performance and by suggesting a model indicating the relationship between the most important variables influencing practitioners. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2011.

Although public relations is seen as a function that contributes to the greater good of society and the performance of an organisation (ref. Grunig, 2006b:3; Grunig, Grunig & Dozier, 2002:xii), the function does not, for various reasons, always deliver on this promise (ref. Gray, 2004:26–27; Grunig et al., 2002:166, 169, 192; Steyn, 2000c:40; Tobin, 2004:56; Van Ruler, 1997:248, 263; 2004a:123). Practitioners and professional bodies from various countries have researched, and tried to overcome the variables negatively influencing practitioners, through various methods. However, no study has provided a comprehensive prioritised list of all the variables influencing practitioners' contribution to organisational performance. In addition none of these actions has led to a sustainable solution for the profession where a critical mass of practitioners can keep the promise of contributing to the greater good of society and the performance of the organisation. In light of this problem, this study tries to understand how public relations practitioners can enhance their contribution to organisational performance, by examining the variables influencing practitioners in contributing to organisational performance. The study is framed within the relational, reflective, two–way symmetrical and feminist paradigms, supported by the general excellence theory as meta–theory, and the relationship management and corporate communication role theories. The multidimensional paradigm was specifically selected to accommodate the complex research context (Grunig, 1989:18; 2006a; Valin, 2004). From theory it was established that public relations contributes to organisational performance by assisting organisations to adapt to their changing environment by providing strategic information from the environment to the organisation that could reduce uncertainty in the organisation's strategic decision–making (Grunig et al., 2002:xi; Raupp & Van Ruler, 2006:18; Steyn, 2000c:27; Valin, 2004). Through this process the organisation's triple bottom line goals are aligned with the realities of the environment in which it operates (Moss et al., 2000:283; van Tonder & van Rheede van Oudtshoorn, 2006:149). This then creates long–term relationships with stakeholders that creates many benefits for the organisation (Grunig, 2006b:3, 6; Grunig et al., 2002:xi, 10, 11; Grunig & Haung, 2000:32; Hon & Grunig, 1999:7–9, 11; Phillips, 2006a:34, 35; 2006b:212). Within South Africa specifically, corporate communication practitioners perform the roles of strategist, manager and technician in order to complete the above tasks (Steyn, 2000b:1–42; 2000c:20–43). The research methodology followed to gather data to answer the General research question, is both exploratory and interpretive. The research started with a literature study, followed by semi–structured interviews with four purposefully selected practitioners and the chairpersons of the two professional bodies (PRISA and IABC) in order to verify the variables identified in literature, and possibly identify new variables pertaining to the South African environment. These variables, together with those identified in literature, were then used to construct a questionnaire completed by public relations practitioners active in the 1 319 top performing South African organisations as per South Africa's Top 300 National Companies List (Fletcher, 2007:1–330) and the Financial Mail Top 200 Companies List (Williams, 2005:1–168). A response rate of 19.9% was achieved. The qualitative data was content analysed and the quantitative data analysed by means of Statistica (StatSoft Inc., 2007) and SPSS (SPSS Inc., 2007) data analysis software. In order to determine the relationships between the variables influencing practitioners, structural equation modelling, by means of AMOS (SPSS Inc., 2009) software, was used. In essence it was found that practitioners should take ownership and manage the variables influencing their performance. Furthermore, 13 variables pertaining to the individual–, industry– and professional–levels were statistically verified as the most important variables influencing practitioners. Due to the specific relationship between these variables, it would seem that enhancing any of these 13 variables would enhance the practitioner's contribution to organisational performance. The main contribution of the study is to add to the discussion on the how the profession can manage its contribution to organisational performance by categorising and empirically verifying a list of all variables influencing practitioners' performance and by suggesting a model indicating the relationship between the most important variables influencing practitioners. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2011.

Magistro darbo oblektas – korporatyvioji komunikacija. Darbo tikslas - išnagrinėjus teoriją, nustatyti istorinio aspekto panaudojimo galimybes korporatyviojoje komunikacijoje. Darbo uždaviniai: Aptarti korporatyviosios komunikacijos ir korporatyviojo pasakojimo sampratą; Aptarti istorinio aspekto sampratą ir panaudojamumo galimybes korporatyviojoje komunikacijoje; Nustatyti Lietuvos verslo istorinio aspekto komunikavimą interneto svetainėse. Išanalizavus mokslinę literatūrą, taikant apibendrinamąją, dedukcijos, indukcijos ir loginę analizę, nustatyta, kad gera korporatyvioji komunikacija sudaro prielaidas atsirasti korporatyviajam pasakojimui, o šis, paprastai, būna išreikštas naratyvu arba istorija. Pirmojoje teorinėje dalyje aptariama korporatyvioji komunikacija ir jos svarba tapatybės valdymo procesui bei korporatyviąjai prekinio ženklo plėtrai. Nustatoma, kad geriausiai korporatyviąją tapatybę ir korporatyvųjį prekinį ženklą komunikuoja korporatyvusis pasakojimas. Aptariama jo raida ir bruožai. Aptariami korporatyviosios komunikacijos valdymo metodai ir korporatyviojo pasakojimo tapsmas. Antrojoje teorinėje dalyje kalbama apie istorinio aspekto sampratą korporatyviojoje komunikcijoje. Nustatyta, kad istorinis aspektas korporatyviojoje komunikacijoje apima ne tik korporatyviosios istorijos ar korporatyviosios atminties disciplinas, bet ir yra svarbi organizacijos tapatybės konstrukto dalis. Korporatyviojoje komunikacijoje istorinis aspektas laikytinas nenutrūkstamumo... [toliau žr. visą tekstą] / The purpose of this work is to determine how and to what extent historical discourse are reflected in corporate storytelling. The approach takes the form of systematic reading by traditional frameworks and principles of narratives. From extensive reading of the historical discourse, recurrent formal features and elements of thematic content which together define the genre of corporate history, have been identified. Good corporate communication is the assumption of a good corporate storytelling. This story appears in two ways - from narratives or history. Such a definition provides competence in the reading of historical narratives of organizations and raises questions regarding the role of history in organizational identity, memory and communication. Many different stories were told about organizations to illustrate an idea or concept of a historical discourse. There was a mixture of negative and positive stories that are the sum of the personalities, cultures and images. The emphasis of the values that the stories revealed determined the more important cultural beliefs. This does have an influence on the firm's identity, corporate brand and reputation. This research has shown that stories reflect the elements of abilities, activities and accomplishment. Storytelling is an important form of organisational communication. It is an important source of information for management and in some cases about management. It is also a tool that can be used by management to communicate... [to full text]

The Master's thesis focuses on the current on-board magazines of carriers operating in the Czech Republic. On-board magazines, ranking among the customer magazines are set in the context of marketing and media communication and subsequently defined on the basis of distinctive content and formal characteristics and communication objectives. There are seven current on-board magazines analyzed within the thesis (Review, Travel Service Magazine, ČD pro vás, Žlutý, LEO Express, Leopold and Můj vláček). Methodological background of this thesis is the qualitative content analysis, specifically two partial research methods: description and comparison. It evaluated thematic structure of each journal, graphic design and linguistic level, the historical development and the distribution method. Part of the analysis is also focused on blending of advertising and editorial content, which were investigated through framing analysis. The results of the qualitative analysis were verified by questionnaire survey.