Main Article Content
This work had as main objective to present the importance of the definition of the target audiences in the sports organizations, through a case study in the Portuguese Olympic Academy. In order to meet this and its specific objectives, a literature review of the subjects and authors pertinent to the study was carried out, i.e., communication, sports, public relations in sports, communication auditing and target audiences. With this, it is justified, with theoretical bases, the importance of the subject and the study itself. The methodology used was "multi-method" for data collection and analysis, through online survey, in-depth interview and documentary analysis. The tools for qualitative and quantitative analysis were MAXQDA and Google Analytics. Based on the communication audit methodology of Souza1, the results of the 18 topics proposed by the author were presented and discussed. The results showed that having the audiences mapped and identified turns out to be the guideline that drives all the strategic planning of an organization and is clearly decisive in defining the communication and dissemination strategies of each of the actions. Conclusions were presented for the three specific objectives related to the Portuguese Olympic Academy - AOP, where it shows that the communication process of the organization needs to be structured for the best development of the proposed actions, from the identification and organization of the target audiences that today, being viewed in isolation, hinders the flow of communication, and there are no specific strategies for each of them. And finally, the suggestion of a strategy plan for the most important audiences in the first moment of structuring the communication processes.
1 Sousa PJ. A auditoria da comunicaÃ§Ã£o organizacional na perspectiva das RelaÃ§Ãµes PÃºblicas. In: Cesca CZG (org). RelaÃ§Ãµes PÃºblicas e suas interfaces. SÃ£o Paulo: Summus; 2006. p. 89-146.
2 Downs CW, Adrian AD. Assessing organizaitonal communication â€“ Stretegic communication audits. New York: The Guilford Press; 2004.
3 Pedersen PM, Miloch KS, Laucella, PC. Strategic sport communication. Illinois: Human Kinetics; 2007.
4 PRSA. Public Relation Society Association [acesso em 10 mar 2018]. DisponÃvel em: https://www.prsa.org/all-about-pr/.
5 Stoldt GC, Dittmore SW, Branvold SE. Sport public relations managing stekeholder communication. Illinois: Human Kinetics; 2012.
6 Duarte J, Barros A. MÃ©todos e tÃ©cnicas de pesquisa em comunicaÃ§Ã£o. SÃ£o Paulo: Atlas; 2005.
7 FranÃ§a F. ConceituaÃ§Ã£o lÃ³gica de pÃºblicos em relaÃ§Ãµes pÃºblicas. SÃ£o Caetano do Sul: Yendis; 2002.
8 Godoi CK, Melo RB, Silva AB. Pesquisas qualitativas em estudos organizacionais: paradigmas, estratÃ©gias e mÃ©todos. SÃ£o Paulo: Saraiva; 2006.
9 AOP. Academia OlÃmpica de Portugal [acesso em 16 dez 2018]. DisponÃvel em: http://www.aop.pt.
10 Mataruna-Dos-Santos LJ, Zardini-Filho CE, Cazorla A. Youth Olympic Games: Using marketing tools to analyse the reality of GCC countries beyond Agenda 2020. Journal of Human Sport and Exercise. 2016; 14(3): S391-S411. doi:https://doi.org/10.14198/jhse.2019.14.Proc3.12
The authors authorize others to copy, distribute, display and perform the work, as well as make and distribute derivative works based on it, even for commercial purposes.