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Centro de eventos na FEUP: a produção de eventos no Instagram
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Atualmente, a presença das organizações no meio digital é essencial. Perante a acelerada
evolução tecnológica e a crescente concorrência em escala global, os públicos esperam que as organizações se mantenham ativas, consistentes e capazes de comunicar com relevância e propósito nas plataformas digitais.
O presente relatório explorou as boas práticas de relações-públicas e de comunicação que
contribuíram para a presença eficaz do Centro de Eventos da Faculdade de Engenharia da Universidade do Porto no Instagram. Este estudo foi desenvolvido no âmbito da unidade curricular de estágio, integrada no Mestrado em Assessoria em Comunicação Digital, do
Instituto Superior de Contabilidade e Administração do Porto.
Através de uma metodologia inspirada na investigação-ação, o processo decorreu em
diversas etapas: exploração teórica dos temas centrais, análise e contextualização da
unidade, definição da identidade organizacional, criação e implementação de conteúdos digitais e monitorização contínua dos resultados obtidos.
Como considerações finais, sublinha-se que a diversificação de formatos, a capacidade de adaptação, e a consistência e criatividade na produção de conteúdos foram determinantes para aumentar a visibilidade, gerar envolvimento e reforçar a ligação com a Comunidade FEUP – resultando, assim, numa presença digital sólida, estratégica e coerente.
Currently, an organization’s presence in the digital environment is essential. In the face of rapid technological evolution and growing global competition, audiences expect organizations to remain active, consistent, and capable of communicating with relevance and purpose across digital platforms. This report explored the best practices in public relations and communication that contributed to the effective presence of the Events Center of the Faculty of Engineering of the University of Porto on Instagram. The study was developed within the framework of the internship curricular unit, part of the Master’s Degree in Advisory in Digital Communication at the Porto Accounting and Business School. Drawing on an action research-inspired methodology, the process unfolded through several stages: a theoretical exploration of the central themes, analysis and contextualization of the organizational unit, definition of its identity, creation and implementation of digital content, and continuous monitoring of the results achieved. In conclusion, it is worth emphasizing that the diversification of formats, adaptability, and consistency and creativity in content production were key factors in enhancing visibility, driving engagement, and strengthening the connection with the FEUP Community – ultimately leading to a solid, strategic, and coherent digital presence.
Currently, an organization’s presence in the digital environment is essential. In the face of rapid technological evolution and growing global competition, audiences expect organizations to remain active, consistent, and capable of communicating with relevance and purpose across digital platforms. This report explored the best practices in public relations and communication that contributed to the effective presence of the Events Center of the Faculty of Engineering of the University of Porto on Instagram. The study was developed within the framework of the internship curricular unit, part of the Master’s Degree in Advisory in Digital Communication at the Porto Accounting and Business School. Drawing on an action research-inspired methodology, the process unfolded through several stages: a theoretical exploration of the central themes, analysis and contextualization of the organizational unit, definition of its identity, creation and implementation of digital content, and continuous monitoring of the results achieved. In conclusion, it is worth emphasizing that the diversification of formats, adaptability, and consistency and creativity in content production were key factors in enhancing visibility, driving engagement, and strengthening the connection with the FEUP Community – ultimately leading to a solid, strategic, and coherent digital presence.
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Palavras-chave
Comunicação digital Relações-públicas Identidade organizacional Promoção de eventos Instagram Digital Communication Public Relations Organizational Identity Events Promotion