Ferramentas de comunicação em organizações não-governamentais

• Autor(a) principal: Borba, Cláudia Paes
• Data de Publicação: 2006
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional PUCRS
• Texto Completo: http://hdl.handle.net/10923/1158
• topic: ADMINISTRAÇÃO DE EMPRESAS; MARKETING; COMUNICAÇÃO ORGANIZACIONAL; MEIOS DE COMUNICAÇÃO; ORGANIZAÇÕES NÃO-GOVERNAMENTAIS

In Brazil, non profitable, non governmental organizations (NGOs), created during the military regime in order to defend social disparities have come to about nine thousand institutions in the country. Different from other existing social organizations, NGOs are characterized by voluntary work . They fight for different social causes and for populations who are marginalized. Peculiarities of the communication tools from the Marketing Integrated Communication are analyzed under the perspective of these non governmental organizations, identifying ways of acting either similarly to profitable commercial companies or totally distinctively. This project has tried to analyze the relation of the communication tools in NGOs based on the creation of three specific objectives: identify the process of the communication formation; checking the objective of the communication and identify the peculiarities of the communication tools. An exploratory research was conducted as well as a case study in two NGOs from the city of Porto Alegre. Data collection was performed using interview techniques, observation and document analysis. Data analysis was made through categories and on the results, the existing relations between different communication tools and the peculiarities of the application of the communication tools were highlighted. Peculiarities found were: lack of resources for communication actions; absence of departments and specific professionals for the area; a more intense use of propaganda compared to other communication tools which belong to the Marketing Integrated Communication; dependence on the voluntary work; disparity on the use of communication tools on the studied NGOs; use of communication tools in order to spread the social cause and gather resources and finally the use of means of communication as well as language similarly to profitable companies.