Universidade Federal Da Paraíba Centro De Comunicação, Turismo E Artes Departamento De Comunicação Curso De Graduação Em Relações Públicas

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Universidade Federal Da Paraíba Centro De Comunicação, Turismo E Artes Departamento De Comunicação Curso De Graduação Em Relações Públicas UNIVERSIDADE FEDERAL DA PARAÍBA CENTRO DE COMUNICAÇÃO, TURISMO E ARTES DEPARTAMENTO DE COMUNICAÇÃO CURSO DE GRADUAÇÃO EM RELAÇÕES PÚBLICAS MÁRTIN LUCAS ARAÚJO LUCIO PROGRAMA DE RELAÇÕES PÚBLICAS PARA FORTALEZA DE SANTA CATARINA JOÃO PESSOA 2020 MÁRTIN LUCAS ARAÚJO LUCIO PROGRAMA DE RELAÇÕES PÚBLICAS PARA FORTALEZA DE SANTA CATARINA Trabalho de conclusão de curso de graduação apresentado ao Centro de Comunicação, Turismo e Artes, da Universidade Federal da Paraíba, como requisito parcial para a obtenção do título de Bacharel(a) em Relações Públicas. Orientador: Me Bruno de Araújo Ribeiro Coorientadora: Ma. Daniella Alves de Melo JOÃO PESSOA 2020 MÁRTIN LUCAS ARAÚJO LUCIO PROGRAMA DE RELAÇÕES PÚBLICAS PARA FORTALEZA DE SANTA CATARINA Trabalho de conclusão de curso de graduação apresentado ao Centro de Comunicação, Turismo e Artes, da Universidade Federal da Paraíba, como requisito parcial para a obtenção do título de Bacharel(a) em Relações Públicas. RESULTADO: ____________________ NOTA: ______________ João Pessoa, _______ de ______________ de __________. BANCA EXAMINADORA ___________________________________________________ Prof. Me. Bruno de Araújo Ribeiro (orientador) Universidade Federal da Paraíba ___________________________________________________ Ma. Daniella Alves de Melo (coorientadora) Universidade Federal da Paraíba ___________________________________________________ Profa. Ma. Andréa Karinne Albuquerque Maia (examinadora) Universidade Federal da Paraíba __________________________________________________ Prof. Dra. Caroline Delevati Colpo (examinadora) Universidade Federal da Paraíba Dedico este trabalho a minha mãe, que sempre me apoiou em todas as minhas decisões. RESUMO A Fortaleza de Santa Catarina é um monumento histórico militar do Estado da Paraíba, situado na cidade de Cabedelo, que possui grande potencial turístico e cultural, no entanto, esse potencial é pouco explorado pelos órgãos competentes e por sua administração. Dessa forma, o presente trabalho teve como objetivo planejar e executar um Programa de Relações que visa trazer mais visibilidade a esse monumento, buscando a valorização e o resgate de sua identidade cultural, por acreditar que a cultura é um instrumento essencial para formar os cidadãos. Com base no briefing e na pesquisa de opinião realizada com visitantes, gestores, voluntários e representantes da comunidade, foi possível construir um diagnóstico comunicacional, no qual alguns problemas foram identificados, dentre eles: ausência de sinalização na área interna e externa da Fortaleza, falta de interatividade com os visitantes, guias com pouca capacitação, falta de apoio financeiro e logístico para manutenção do monumento. Diante das deficiências encontradas foram propostas ações para solucionar as falhas comunicacionais da Fortaleza, tais como: a definição de sua identidade organizacional (missão, visão e valores), a criação de uma identidade visual, o mapeamento da Fortaleza, a reestruturação de suas mídias sociais, a capacitação dos guias e a realização de um projeto cultural que contempla a história da Fortaleza a partir de exposições. Dessas ações, foram executadas e avaliadas quatro, que serviram para fortalecer a identidade organizacional da instituição, divulgá-la para seus mais diversos públicos, aproximá-la da comunidade e organizar seu espaço físico para receber melhor os visitantes. Palavras-chave: Programa de Relações Públicas. Fortaleza de Santa Catarina. Patrimônio histórico e cultural. Cabedelo. ABSTRACT The Fortaleza de Santa Catarina is a military monument of the State of Paraíba, located in the city of Cabedelo, which has great tourist and cultural potential, however, this potential is little explored by the agencies responsible for its administration. Thus, the present work aimed to plan and execute a Relationship Program that aims to bring more visibility to this monument, seeking to enhance and recover its cultural identity, as it believes that culture is an essential instrument to form businesses. Based on the briefing and opinion poll conducted with visitors, managers, and representatives of the community, it was possible to create a communicational diagnosis, some problems were found, including: lack of signage in the internal and external area of Fortaleza, lack of interactivity with visitors, guides with little capacity, lack of financial and logistical support to maintain the monument. In view of the deficiencies found, actions were taken to resolve communication failures in Fortaleza, such as: a definition of its organizational identity (mission, vision and values), a creation of a visual identity, the mapping of Fortaleza, a restructuring of its social media , the training of guides and the realization of a cultural project that contemplates the history of Fortaleza through exhibitions. Of these actions, four were carried out and evaluated, which served to identify the institution's organizational identity, disseminated its most diverse audiences, approached the community and organized its physical space to receive better visitors. Keywords: Public Relations Program. Santa Catarina Fortress. Historical and cultural heritage. Cabedelo. LISTA DE FIGURAS Figura 1 – Fortaleza De Santa Catarina ................................................................................... 21 Figura 2 – Organograma da Fundação Fortaleza de Santa Catarina ....................................... 26 Figura 3 - Igreja de Nossa Senhora da Guia ............................................................................ 29 Figura 4 - Farol da Pedra Seca ................................................................................................ 30 Figura 5 - Centro Cultural São Francisco ............................................................................... 31 Figura 6 - Casa da Pólvora ...................................................................................................... 33 Figura 7 - Mosteiro de São Bento............................................................................................ 34 Figura 8 - Parque Estadual Marinho Areia Vermelha ............................................................. 35 Figura 9 - Estação Cabo Branco – Ciência, Cultura e Artes ................................................... 36 Figura 10 - Farol do Cabo Branco ........................................................................................... 37 Figura 11 – Piscinas Naturais de Picãozinho .......................................................................... 38 FIGURA 12 - PÔR DO SOL DA PRAIA DO JACARÉ ....................................................................... 39 Figura 13 – Praia de Tambaba ................................................................................................. 40 Figura 14 - Praia de Coqueirinho ............................................................................................ 41 Figura 15 – Site da Secretaria de Turismo de Cabelo ............................................................. 45 Figura 16 – Site da Empresa Paraibana de Turismo ................................................................ 45 Figura 17 – Missão, visão e valores ........................................................................................ 89 Figura 18 – Publicação da Missão, visão e valores no Instagram da Fortaleza ...................... 90 Figura 19 - Logomarca ............................................................................................................ 91 Figura 20 – Uniformes nº 1 e nº 2, respectivamente .............................................................. 92 Figura 21 - Mapa da Fortaleza................................................................................................. 93 Figura 22 – Futura localização do mapa da Fortaleza ............................................................ 94 Figura 23 – Evolução do perfil da Fortaleza no Instagram, de acordo com o número de seguidores ................................................................................................................................. 95 Figura 24 – Parcerias realizadas com perfis locais no Instagram ............................................ 96 Figura 25 – Interatividade com o público no perfil da Fortaleza no Instagram ...................... 96 Figura 26 – Pagina da Fortaleza de Santa Catarina ................................................................. 97 Figura 27 – Resultado da enquete realizada ............................................................................ 99 Figura 28 – Manual de identidade visual .............................................................................. 112 Figura 29 – Manual de identidade visual .............................................................................. 112 Figura 30 – Manual de identidade visual .............................................................................. 113 Figura 31 – Manual de identidade visual .............................................................................. 113 Figura 32 – Manual de identidade visual .............................................................................. 114 Figura 33 – Manual de identidade visual .............................................................................. 114 Figura 34 – Manual de identidade visual .............................................................................. 115 Figura 35 – Manual de identidade visual .............................................................................. 115 Figura 36 – Manual de identidade
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