Relações públicas e terceiro setor: proposta de intervenção de comunicação na ONG Pró-Amor

Abstract

Third Sector organizations act as a mitigating alternative to the social contrasts present in society. They are institutions that intend to bring solutions to community demands not attended by the State. This is the case of the nursery school Pró-amor, which develops educational activities for children in a state of social vulnerability. The institution, which operates as an agent that transforms the reality of its beneficiaries, is experiencing financial instability due to insufficient donations. In this context, the objective of this project is to show that, in addition to the scope of private companies, investment in organizational communication is also necessary in non-profit organizations, that is, Third Sector organizations. As a manager of this communication process, the Public Relations professional stands out with his technical skills to act in the planning of actions focused on the different publics of the institution, taking into account the limitations and particularities present in the segment of non-profit organizations. Thus, the theoretical-conceptual basis was built after conducting bibliographic research and documentary analysis through textual sources present in articles, books, reports, theses and dissertations. Then, a situational diagnosis was developed based on structured interviews with employees of the institution, surveys of public opinion and organizational climate, website and social media assessment, in addition to the SWOT analysis, which looks at the strengths, weaknesses, opportunities and threats. As a proposal for intervention, a Strategic Communication Plan was presented, consisting of actions to consolidate the institutional image and fill in the gaps related to communication and the relationship between the organization and its stakeholders. Through this planning, it was possible to emphasize the importance of Organizational Communication managed by a Public Relations professional within Third Sector institutions.