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A presente dissertação investiga o papel das Relações Públicas nas redes sociais, com foco especial no Instituto Superior de Contabilidade e Administração do Porto (ISCAP). As redes sociais emergiram como uma ferramenta fundamental para a comunicação e o envolvimento com diversos públicos, tornando-se um elemento essencial para instituições de ensino superior. O estudo começa por explorar a evolução das redes sociais e a sua influência nas práticas de comunicação das instituições. Além disso, examina como o ISCAP utiliza as redes sociais para construir sua imagem e relacionar-se com estudantes, docentes, colaboradores e outros stakeholders.
A investigação utiliza o método quantitativo, incluindo análise de conteúdo das publicações nas redes sociais do ISCAP e uma pesquisa com estudantes. Os resultados revelam que as redes sociais desempenham um papel crucial na promoção do ISCAP, na disseminação de informações académicas e na interação com a comunidade académica. Além disso, demonstram que estratégias eficazes de Relações Públicas desempenham um papel fundamental na gestão da reputação online do ISCAP e na promoção de uma imagem positiva da instituição.
Este estudo contribui para o entendimento do uso estratégico das redes sociais nas instituições de ensino superior, destacando o papel das Relações Públicas nesse contexto. Este fornece insights valiosos para profissionais de Relações Públicas, administradores académicos e investigadores interessados no impacto das redes sociais nas organizações educacionais.
This dissertation investigates the role of Public Relations in social networks, with a special focus on the Porto Accounting and Business School (ISCAP). Social networks have emerged as a fundamental tool for communication and engagement with various audiences, becoming an essential element for higher education institutions. The study begins by exploring the evolution of social networks and their influence on institutions' communication practices. It also examines how ISCAP uses social media to build its image and relate to students, teachers, employees and other stakeholders. The research uses the quantitative method, including content analysis of ISCAP's social media posts and a student survey. The results show that social media plays a crucial role in promoting ISCAP, disseminating academic information and interacting with the academic community. Furthermore, they demonstrate that effective PR strategies play a key role in managing ISCAP's online reputation and promoting a positive image of the institution. This study contributes to the understanding of the strategic use of social media in higher education institutions, highlighting the role of Public Relations in this context. It provides valuable insights for PR professionals, academic administrators and researchers interested in the impact of social media on educational organizations.
This dissertation investigates the role of Public Relations in social networks, with a special focus on the Porto Accounting and Business School (ISCAP). Social networks have emerged as a fundamental tool for communication and engagement with various audiences, becoming an essential element for higher education institutions. The study begins by exploring the evolution of social networks and their influence on institutions' communication practices. It also examines how ISCAP uses social media to build its image and relate to students, teachers, employees and other stakeholders. The research uses the quantitative method, including content analysis of ISCAP's social media posts and a student survey. The results show that social media plays a crucial role in promoting ISCAP, disseminating academic information and interacting with the academic community. Furthermore, they demonstrate that effective PR strategies play a key role in managing ISCAP's online reputation and promoting a positive image of the institution. This study contributes to the understanding of the strategic use of social media in higher education institutions, highlighting the role of Public Relations in this context. It provides valuable insights for PR professionals, academic administrators and researchers interested in the impact of social media on educational organizations.
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Keywords
Relações públicas Redes sociais Comunicação Digital ISCAP Public relations Social media