Communication in municipal intervention in Portugal – A value proposition

Communication plays a crucial role in the management of any Local Authority, assisting in the promotion and achievement of its objectives and services to the community. The production of cultural events in the municipalities promotes the social and economic development of the municipalities.

In turn, a Local Authority is an administrative entity with autonomy to govern and manage the interests of a particular region or municipality. Thus, the ambition to combine political communication with the cultural spectrum is the main premise of this research.

In this sense, this research aims, through a qualitative analysis, and a sample of 20 specialists, (professionals linked to the field), and 50 citizens to demonstrate the importance of Communication in Local Authorities.

Keywords: Communication, Local Authority, Citizens; Value Proposition