A comunicação estratégica e suas contribuições para a mobilização de recursos

• Autor(a) principal: Sanguin, Andrea Portella da Silva
• Data de Publicação: 2023
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/31573
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS; Comunicação; Imagem; Identidade; Reputação; Mobilização de recursos; Terceiro setor; Sustentabilidade; Comunicação; Imagem; Identidade; Reputação; Mobilização de recursos; Terceiro setor; Sustentabilidade

This research aims to analyze if the communication and its tools can help to mobilize resources more effectively in the Third Sector Organizations (OTSs). This is a qualitative study based on literature review and case study of the Division of Education and Rehabilitation of Communication Disorders (DERDIC), which sought to expand its communication work to mobilize resources. We spoke to fivepartners of this OTS, so that they would tell their impressions of the image and communication of DERDIC. The Third Sector has in mobilizing resources and the search for sustainability one of its greatest challenges. Meanwhile, scandals involving OTSs and the federal government revived the discussion about the image of the third sector. Thus, it constitutes a challenge to strengthen the image -and, in the long-term, the reputation -of these organizations in order to contribute to the mobilization of resources. Communication is a necessary process to all organizations wishing to enhance their image, "speaking" appropriately with its stakeholders using messages that are precise,clear and capable of conveying the information correctly. Image and reputation are built from a coherent and serious work that is well communicated to all stakeholders. It is not enough, however, to create a power point presentation, a brochure or send a release. Communication must be strategic and permanent, so that you can make effective contributions.Mission, vision and clear values that are experienced by a well managed organization and that are properly communicated to the society contribute to the good image and reputation and for the organization to get closer to strategic partners and mobilize resources