Assessoria de Imprensa como Gestão de Relacionamento com a Mídia em Universidades Privadas: Um caminho para a valorização e a diferenciação das IES

• Ano de defesa: 2013
• Autor(a) principal: Lima, Ana Paula Rothstein Ramos de
• Orientador(a): Bueno, Wilson da Costa
• Banca de defesa: Garcia , Paulo Roberto Salles, Caldas , Maria das Graças Conde
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de Sao Paulo
• Programa de Pós-Graduação: Comunicacao Social
• Departamento: Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
• País: Brasil
• Palavras-chave em Português: Assessoria de Imprensa; Gestão de Relacionamento com a Mídia; Comunicação Empresarial; Gestão Estratégica em IES; Poder Simbólico
• Palavras-chave em Inglês: Media Relations; Management of Media Relations; Corporate Communication; Strategic Management in HEI; Symbolic Power
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/2264

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. (AU)