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Sob o tema “Avaliação de Comunicação: o que para além do AVE?”, o VII Debate Regional EACD Lisboa realizou-se a 19 de Maio, com o patrocínio da Galp Energia, destinado a profissionais de comunicação sobretudo in-house, reúne 4 especialistas da área empresarial e académica de âmbito internacional e nacional nos temas de Avaliação da Gestão e Estratégias de Comunicação e Reputação. A Coordenação Nacional da EACD trouxe a Portugal os coordenadores dos grupos de trabalho da EACD de Avaliação, Louis Schorlemer, e de Social Media, Philippe Borremans, que conjuntamente com Tânia Soares, da Entidade Reguladora de Comunicação Social (ERC) e Paula Nobre, da Escola Superior de Comunicação Social, debateram metodologias, instrumentos e casos práticos de Avaliação off e online da Comunicação, um dos temas mais relevantes da Gestão da Reputação corporativa uma vez que sem mensurar não é possível gerir, e sem gerir não é possível planear nem alcançar resultados.
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Presentation Media Regulatory Methodologies Tania Soares VII Debate Lisbon 2011 European Association of Communication Directors (EACD)<br /> Evaluating, monitoring and supervising media activity in Portugal - methods and tools <br />Communication Evaluation: What is Beyond AVE? Lisbon, May 19th<br /> <br />TÂNIA de MORAIS SOARES*<br />ERC and ISCTE<br />Lisbon , May 19th, 2011<br />
ERC’s regulatory mission<br />Portuguese Media RegulatoryAuthority (ERC)<br /> ERC's main functions and powers are to regulate and supervise the Portuguese media. <br /> In performing its functions, ERC is responsible for ensuring constitutional and legal rights and duties, among others, freedom of press, right to information, independence from political and economical powers and the confrontation of different points of view, checking compliance with the standards for media and broadcast contents and promoting the regular and effective functioning of the market in which it operates.<br /> ERC was therefore created as a guarantee of respect and protection of the public, particularly the younger and more sensitive ones; and to ensure individual rights, liberties and guarantees, impartiality and transparency in the media.<br />Source: http://www.erc.pt/pt/estatutos-da-erc<br /> ERC’s regulatory mission<br />Portuguese Media RegulatoryAuthority (ERC)<br /> ERC's main functions and powers are to regulate and supervise the Portuguese media. <br /> In performing its functions, ERC is responsible for ensuring constitutional and legal rights and duties, among others, freedom of press, right to information, independence from political and economical powers and the confrontation of different points of view, checking compliance with the standards for media and broadcast contents and promoting the regular and effective functioning of the market in which it operates.<br /> ERC was therefore created as a guarantee of respect and protection of the public, particularly the younger and more sensitive ones; and to ensure individual rights, liberties and guarantees, impartiality and transparency in the media.<br />Source: http://www.erc.pt/pt/estatutos-da-erc<br />
To ensure an effective evaluation and monitoring of the media under its supervision, has implemented a comprehensive set of methods and tools for content analysis and verification of media legal obligations whose results can be found on its Web site (www.erc.pt)<br /> Television Radio <br /> Print Press Online media<br /> To ensure an effective evaluation and monitoring of the media under its supervision, has implemented a comprehensive set of methods and tools for content analysis and verification of media legal obligations whose results can be found on its Web site (www.erc.pt)<br /> Television Radio <br /> Print Press Online media<br />
Citizens Input <br /> <br /><ul><li>Individuals - right to reply and complaints</li></ul> <br /><ul><li>Institutions - right to reply, political reply and complaints</li></ul>Main subjects: <br /><ul><li>Political Pluralism Citizens Input <br /> <br /><ul><li>Individuals - right to reply and complaints</li></ul> <br /><ul><li>Institutions - right to reply, political reply and complaints</li></ul>Main subjects: <br /><ul><li>Political Pluralism
. Image and Reputation </li></ul>Source:http://www.erc.pt/pt/deliberacoes<br />
. Regulated media input <br /><ul><li>Companies - records, permissions and complaints </li></ul> <br /><ul><li>Journalists - complaints</li></ul> <br />Source: http://www.erc.pt/pt/balcao-virtual<br />Main subjects:<br />Rights of journalists:<br />free access to information sources <br />political or economical pressures<br /><ul><li>Unfair Competition
. Licenses</li></ul>(Source:http://www.erc.pt/pt/deliberacoes)<br />
. Regulated media – Pluralism <br />No concentration of media ownership<br />Media Ownership Transparency Portal <br />The information contained on the website <br />Media Ownership Transparency Portal <br />are those that were available to the Portuguese Media Regulation Authority (ERC) by covered entities.<br />Data currently available on the Portal does not, yet, include all media operators and owners. The groups and the media presented were selected because of their size or importance, either nationally or regionally. The Portal will include in the near future, all media recorded at ERC.<br />It is therefore accessible to all interested parties a range of information on the ownership of the portuguese media.<br />Source: www.erc.pt/pt/transparencia<br /> <br />
. Regulated media – Pluralism <br />No concentration of media ownership<br /> <br />
. Internal Initiative - Decision of the Regulatory Board:<br />Sorce: http://www.erc.pt/pt/conselho-regulador<br />Verification of media legal obligations:<br /> <br /><ul><li>Advertisement of TV programming – schedule - respect for broadcasting ethics</li></ul> <br /><ul><li>Defense of the Portuguese Language</li></ul> <br /><ul><li>European and Independent Production</li></ul> <br /><ul><li>Advertising Insertion on TV</li></ul>Source: http://www.erc.pt/pt/estudos-e-publicacoes/relatorios-de-regulacao<br />
. Internal Initiative <br /> <br /> <br />Content monitoring and Media statistics:<br /> <br /> <br /><ul><li>Pluralism, diversity and journalism accuracy and ethics on TV channels (online and offline)
