Estratégias de relacionamento com a imprensa em período de rebaixamento: os casos do Grêmio Foot-Ball Porto Alegrense e Sport Club Internacional

Abstract

This work aims to contribute with theoretical and practical knowledge about communication strategies in the sports organizations environment in order to build a good relationship with the press in periods of tension. From the media coverage of four football clubs in the period that led to the series relegation in the Brazilian Championship, we sought to analyze the different ways of approaching the news titles published in newspapers Zero Hora and Folha de S.Paulo. The objective is to understand the articulations of the press from the publication scheme of matters on the football teams Palmeiras, Corinthians, Grêmio and Internacional. The relationship with the actions of the press offices was cut to the gaucho organizations, through the methodological approach of the case study. Thus, juxtaposed to the case study, the methodological bases were explanatory exploratory, anchored in semi-structured questionnaires applied to the communication professionals of the Grêmio Foot-Ball Porto Alegrense and Sport Club Internacional.