Estratégias de comunicação e públicos-alvo: Um estudo de caso da Academia Olímpica de Portugal

Abstract

This work had as main objective to present the importance of the definition of the target audiences in the sports organizations, through a case study in the Portuguese Olympic Academy. In order to meet this and its specific objectives, a literature review of the subjects and authors pertinent to the study was carried out, i.e., communication, sports, public relations in sports, communication auditing and target audiences. With this, it is justified, with theoretical bases, the importance of the subject and the study itself. The methodology used was "multi-method" for data collection and analysis, through online survey, in-depth interview and documentary analysis. The tools for qualitative and quantitative analysis were MAXQDA and Google Analytics. Based on the communication audit methodology of Souza1, the results of the 18 topics proposed by the author were presented and discussed. The results showed that having the audiences mapped and identified turns out to be the guideline that drives all the strategic planning of an organization and is clearly decisive in defining the communication and dissemination strategies of each of the actions. Conclusions were presented for the three specific objectives related to the Portuguese Olympic Academy - AOP, where it shows that the communication process of the organization needs to be structured for the best development of the proposed actions, from the identification and organization of the target audiences that today, being viewed in isolation, hinders the flow of communication, and there are no specific strategies for each of them. And finally, the suggestion of a strategy plan for the most important audiences in the first moment of structuring the communication processes. References 1 Sousa PJ. A auditoria da comunicação organizacional na perspectiva das Relações Públicas. In: Cesca CZG (org). Relações Públicas e suas interfaces. São Paulo: Summus; 2006. p. 89-146. 2 Downs CW, Adrian AD. Assessing organizaitonal communication – Stretegic communication audits. New York: The Guilford Press; 2004. 3 Pedersen PM, Miloch KS, Laucella, PC. Strategic sport communication. Illinois: Human Kinetics; 2007. 4 PRSA. Public Relation Society Association [acesso em 10 mar 2018]. Disponível em:  https://www.prsa.org/all-about-pr/. 5 Stoldt GC, Dittmore SW, Branvold SE. Sport public relations managing stekeholder communication. Illinois: Human Kinetics; 2012. 6 Duarte J, Barros A. Métodos e técnicas de pesquisa em comunicação. São Paulo: Atlas; 2005. 7 França F. Conceituação lógica de públicos em relações públicas. São Caetano do Sul: Yendis; 2002. 8 Godoi CK, Melo RB, Silva AB. Pesquisas qualitativas em estudos organizacionais: paradigmas, estratégias e métodos. São Paulo: Saraiva; 2006. 9 AOP. Academia Olímpica de Portugal [acesso em 16 dez 2018]. Disponível em: http://www.aop.pt. 10 Mataruna-Dos-Santos LJ, Zardini-Filho CE, Cazorla A. Youth Olympic Games: Using marketing tools to analyse the reality of GCC countries beyond Agenda 2020. Journal of Human Sport and Exercise. 2016; 14(3): S391-S411. doi:https://doi.org/10.14198/jhse.2019.14.Proc3.12