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.

1. European Association of Communication Directors (EACD) Evaluating, monitoring and supervising media activity in Portugal - methods and tools Communication Evaluation: What is Beyond AVE? Lisbon, May 19th TÂNIA de MORAIS SOARES* ERC and ISCTE Lisbon , May 19th, 2011

2. ERC’s regulatory mission Portuguese Media RegulatoryAuthority (ERC) ERC's main functions and powers are to regulate and supervise the Portuguese media. 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. 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. Source: http://www.erc.pt/pt/estatutos-da-erc

3. 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) Television Radio Print Press Online media

4. Process of Investigation (www.erc.pt)

6. Political Independence

7. Humor

8. Religion

9. Football

10. Violence

11. Sensationalism

12. Protection of Minors

13. Discrimination

14. Image and Reputation Source:http://www.erc.pt/pt/deliberacoes

17. Advertising

18. Registration

19. Licenses(Source:http://www.erc.pt/pt/deliberacoes)

20. Regulated media – Pluralism No concentration of media ownership Media Ownership Transparency Portal The information contained on the website Media Ownership Transparency Portal are those that were available to the Portuguese Media Regulation Authority (ERC) by covered entities. 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. It is therefore accessible to all interested parties a range of information on the ownership of the portuguese media. Source: www.erc.pt/pt/transparencia

22. Regulated media – Pluralism No concentration of media ownership

25. Pluralism, diversity and journalism accuracy and ethics on Radio frequencies (online and offline)

26. Pluralism, diversity and journalism accuracy and ethics in Press - print editions (online and offline)Area Supervisor: Estrela Serrano Area Coordinator: Tânia de Morais Soares Source: http://www.erc.pt/pt/estudos-e-publicacoes

28. Political independence

29. Economical independence

30. Journalism accuracy

31. Journalism ethics

32. Protection of minors – Children‘s media exposure

33. Violence - victim’s media exposure – innocence presumption

34. Discrimination (religious, political or generated bycolor, ethnic or national origin, gender or sexual orientation)

35. Image and reputation

36. Intimacy and privacy reserve

37. Media literacy

38. Media Reception – audiences and public profile Source: http://www.erc.pt/pt/estudos-e-publicacoes

40. Telenews - News - audiovisual contents

41. SPSS software – data analysisSource: http://www.erc.pt/pt/estudos-e-publicacoes/relatorios-de-regulacao

42. Telenews - News - audiovisual contents

43. Telenews - News - audiovisual contents

44. Telenews - News - audiovisual contents

46. News Players

47. Information Sources

48. Hierarchy – rankings

49. Children’s media coverage

50. Immigration and ethnic group’s media coverage

51. Disabled media coverage

52. Violent content

53. Sexual content

54. Advertorials and self-promotion Others that identify legislation transgressions Source: http://www.erc.pt/pt/estudos-e-publicacoes/relatorios-de-regulacao

56. Research and publications

57. Annual Political Pluralism Reports

58. Annual Regulation Reports – and market indicatorsSource: http://www.erc.pt/pt/estudos-e-publicacoes

62. Thanks to: EuropeanAssociationofCommunicationDirectors (EACD); EACD Regional Coordinator for Portugal, Rui Martins; ERC RegulatoryBoard, Azeredo Lopes and Estrela Serrano; Media Monitoring and Statistics Unit, team members. Lisbon, May 19th, 2011

63. Communication Evaluation: What is Beyond AVE? Lisbon, May 19th European Association of Communication Directors (EACD) Theopinionsandinformationcontainedherein are bindingonlyontheauthor *Tânia de Morais Soares ERC/ISCTE-IUL Sociologist. Head of Division of the Media Monitoring and Statistics Unit, in the Portuguese Media Regulation Authority (ERC). Doctoral student and invited lecturer at ISCTE-IUL. Master in Communication, Culture and Information Technology. Previously was Researcher in Sociology of Communication at ISCTE-IUL and lecturer at the following Portuguese universities: PIAGET, INP, ESCS and ISCTE-IUL. Contact: tania.soares@erc.pt Please respect presentationCopyright Evaluating, monitoring and supervising media activity in Portugal - methods and tools