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Qualitative research and the role of public relations in the sedimentation of organizational image of an educational radio: radio UNESP Bauru

Grant number: 11/07831-0
Support type:Scholarships in Brazil - Scientific Initiation
Effective date (Start): July 01, 2011
Effective date (End): December 31, 2012
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal researcher:Célia Maria Retz Godoy dos Santos
Grantee:Christiane Delmondes Versuti
Home Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil


The paper will discuss the role of qualitative research in the process of building the image of a vehicle of communication education. The proposal is to develop a case study focusing on the Radio UNESP, in order to verify the importance of interaction with the public in the process of consolidation of identity and reputation of the Issuer, which unlike commercial radio does not depend on the audience or sponsorship to survive economically. It is also hoped, by studying the process of consolidating the image to check what the professional expertise of public relations as an intermediary in this procedure in order to contribute to the production of sense or in the consolidation of the desired image from the identity and reputation scrutinized in different segments of the public community. This will be done literature surveys and focus groups (qualitative research) with the listeners and listeners not to raise hypotheses on the subject, in order to verify how to work - through communication processes - the intangible values of identity and reputation Radio Unesp in support of a positive image. It is believed that this study will contribute not only to the continued development of the Radio, but to provide greater reach and impact on the population it is designed using the relationship of identification with their audiences. (AU)

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