Plano midiático para o Sistema Encontro das Águas

Abstract

Communication underwent a transformation process in terms of mobility, promoted by the people themselves, who demanded such changes caused by social changes. Over time, the internet has proved to be a tool that allows people, institutions and organizations to interact, whose circumstances change social relations, sociabilities and the representation they make in this media environment. This course completion work aims to develop a strategic communication plan for the Instagram of the state public broadcaster (TV and Radio Encontro das Águas -@sistemaencontrodasaguas). The research started from the following problem: how to develop an effective communication plan for a public broadcaster on Instagram? With social media, information circulates faster. Ordinary people not linked to organizations can produce, publish and share their own content, as well as create dialogues with any type of person or organization. The communication plan consists of fulfilling two objectives: creating communication, image and brand positioning activities and also analyzing, throughout the implementation process of the activities, their evolution and, if necessary, promoting the necessary adjustments. To carry out this planning, a descriptive and exploratory research was developed, with the analysis of profile data from the Encontro das Águas System. The analysis of the system's profile allowed a clear understanding of the importance of planning, which contributed significantly to its dissemination. This process enabled a greater dialogue with its audience and an increase in followers, meeting the objectives established in the communication plan.