The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.58050/comunicando.v5i1.209 |
Resumo: | Universities represent places of culture and knowledge, of which is expected commitment with societydevelopment. These institutions have been trying to give answer to the demands and challenges constantly presented to them and intensified by their commitment with social responsibility. In another instance it has been perceived that strategic communication, as tool oriented for the fulfillment of goals and objectives, has conquered an important place in these institutions. It is precisely in the center of strategic communication and social responsibility has relevant processes to universities that this study aims to focus on. It is intended to debate the relevance of strategic communication in the execution and divulgation of the mission of these institutions, particularly with regard of their role as important social agents. Therefore, it is wished to understand and discuss the relation of interdependence between the notions of strategic communication and social responsibility, supposing that the first is decisive for the success of the second. The conclusions of this brief study suggest that communicationactivities are extremely relevant for the fulfillment and divulgation of the social responsibility of universities, which is a fundamental part of their mission. |
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The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social missionO desafio da comunicação estratégica nas instituições de ensino superior: estudo do papel da comunicação na promoção da sua missão socialorganizational communicationstrategic communicationsocial responsibilityUniversitiesMissionComunicação organizacionalcomunicação estratégicaResponsabilidade socialUniversidadesMissãoUniversities represent places of culture and knowledge, of which is expected commitment with societydevelopment. These institutions have been trying to give answer to the demands and challenges constantly presented to them and intensified by their commitment with social responsibility. In another instance it has been perceived that strategic communication, as tool oriented for the fulfillment of goals and objectives, has conquered an important place in these institutions. It is precisely in the center of strategic communication and social responsibility has relevant processes to universities that this study aims to focus on. It is intended to debate the relevance of strategic communication in the execution and divulgation of the mission of these institutions, particularly with regard of their role as important social agents. Therefore, it is wished to understand and discuss the relation of interdependence between the notions of strategic communication and social responsibility, supposing that the first is decisive for the success of the second. The conclusions of this brief study suggest that communicationactivities are extremely relevant for the fulfillment and divulgation of the social responsibility of universities, which is a fundamental part of their mission.As universidades representam espaços de cultura e conhecimento, dos quais se espera um comprometimento com o desenvolvimento da sociedade. Estas instituições têm tentado dar resposta às solicitações e desafios que lhes são constantemente colocados com o reforço do seu compromisso para com a responsabilidade social. Noutra instância tem-se percebido que a comunicação estratégica, como ferramenta orientada para o cumprimento de metas e objetivos, tem conquistado um lugar importante nas universidades. É precisamente no centro da comunicação estratégica e da responsabilidade social como processos relevantes para as universidades que este estudo pretende focar-se. Pretende-se debater a relevância da comunicação estratégica na execução e divulgação da missão destas instituições, particularmente no que diz respeito ao papel destas como importantes agentes sociais. Deseja-se, portanto, compreender e discutir a relação de interdependência entre as noções de comunicação estratégica e de responsabilidade social, supondo-se que a primeira é decisiva para o sucesso da segunda. As conclusões deste pequeno estudo sugerem que as atividades de comunicação são extremamente relevantes para o cumprimento e divulgação da responsabilidade social das universidades, que é uma parte fundamental da sua missão.Sopcom2016-07-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.58050/comunicando.v5i1.209https://doi.org/10.58050/comunicando.v5i1.209Revista Comunicando; Vol. 5 No. 1 (2016): Come and bring a problem... Research: Resources and Theoretical-Methodological Solutions; 218 - 242Revista Comunicando; Vol. 5 Núm. 1 (2016): Viene Con un Problema... De Investigación: Recursos y Soluciones Teóricas y Metodológicas; 218 - 242Revista Comunicando; Vol. 5 N.º 1 (2016): Vem e Traz um Problema... De Investigação: Os Recursos e as Soluções Teórico-Metodológicas; 218 - 2422182-4037reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/209https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/209/144Direitos de Autor (c) 2021 Revista Comunicando - Os novos caminhos da comunicaçãoinfo:eu-repo/semantics/openAccessSilva, Sónia MeloRuão, TeresaGonçalves, Gisela2023-04-22T08:17:00ZPortal AgregadorONG |
dc.title.none.fl_str_mv |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission O desafio da comunicação estratégica nas instituições de ensino superior: estudo do papel da comunicação na promoção da sua missão social |
title |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission |
spellingShingle |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission Silva, Sónia Melo organizational communication strategic communication social responsibility Universities Mission Comunicação organizacional comunicação estratégica Responsabilidade social Universidades Missão |
title_short |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission |
title_full |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission |
title_fullStr |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission |
title_full_unstemmed |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission |
title_sort |
The challenge of strategic communication in higher education institutions: a study of the role of communication in promoting their social mission |
author |
Silva, Sónia Melo |
author_facet |
Silva, Sónia Melo Ruão, Teresa Gonçalves, Gisela |
author_role |
author |
author2 |
Ruão, Teresa Gonçalves, Gisela |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Silva, Sónia Melo Ruão, Teresa Gonçalves, Gisela |
dc.subject.por.fl_str_mv |
organizational communication strategic communication social responsibility Universities Mission Comunicação organizacional comunicação estratégica Responsabilidade social Universidades Missão |
topic |
organizational communication strategic communication social responsibility Universities Mission Comunicação organizacional comunicação estratégica Responsabilidade social Universidades Missão |
description |
Universities represent places of culture and knowledge, of which is expected commitment with societydevelopment. These institutions have been trying to give answer to the demands and challenges constantly presented to them and intensified by their commitment with social responsibility. In another instance it has been perceived that strategic communication, as tool oriented for the fulfillment of goals and objectives, has conquered an important place in these institutions. It is precisely in the center of strategic communication and social responsibility has relevant processes to universities that this study aims to focus on. It is intended to debate the relevance of strategic communication in the execution and divulgation of the mission of these institutions, particularly with regard of their role as important social agents. Therefore, it is wished to understand and discuss the relation of interdependence between the notions of strategic communication and social responsibility, supposing that the first is decisive for the success of the second. The conclusions of this brief study suggest that communicationactivities are extremely relevant for the fulfillment and divulgation of the social responsibility of universities, which is a fundamental part of their mission. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-07-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.58050/comunicando.v5i1.209 https://doi.org/10.58050/comunicando.v5i1.209 |
url |
https://doi.org/10.58050/comunicando.v5i1.209 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/209 https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/209/144 |
dc.rights.driver.fl_str_mv |
Direitos de Autor (c) 2021 Revista Comunicando - Os novos caminhos da comunicação info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos de Autor (c) 2021 Revista Comunicando - Os novos caminhos da comunicação |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Sopcom |
publisher.none.fl_str_mv |
Sopcom |
dc.source.none.fl_str_mv |
Revista Comunicando; Vol. 5 No. 1 (2016): Come and bring a problem... Research: Resources and Theoretical-Methodological Solutions; 218 - 242 Revista Comunicando; Vol. 5 Núm. 1 (2016): Viene Con un Problema... De Investigación: Recursos y Soluciones Teóricas y Metodológicas; 218 - 242 Revista Comunicando; Vol. 5 N.º 1 (2016): Vem e Traz um Problema... De Investigação: Os Recursos e as Soluções Teórico-Metodológicas; 218 - 242 2182-4037 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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