DESAFIOS E ESTRATÉGIAS DE COMUNICAÇÃO DIGITAL NUMA ORGANIZAÇÃO EDUCATIVA EM PORTUGAL, NO PERÍODO PANDÉMICO COVID-19.

The COVID-19 pandemic accelerated the digital transformation process, significantly changing how educational organisations communicate. These changes brought numerous challenges that required the development of suitable communication strategies within the context of the pandemic crisis. In light of this situation, the objective of this article is to investigate how an educational organisation in Portugal adjusted its communication strategies during three distinct periods in 2020: before the pandemic (January-March), during the pandemic and lockdown period (March-June), and the back-to-school phase (September-December). Furthermore, this study aims to identify and analyse the challenges faced by the educational organisation during these periods and explore the communication strategies implemented. A case study was conducted within the educational organisation to accomplish these objectives. Data were collected through a questionnaire survey to parents and semi-structured interviews with heads and directors of the organisation. The findings suggest that during the COVID-19 pandemic, the crisis context significantly increased digital communication, particularly through various digital platforms such as blogs, Instagram, and YouTube channels. This shift amplified the importance of communication within the educational organisation under study and resulted in profound changes in communication dynamics between the teachers/educational organisation and parents. Therefore, it is deemed crucial to establish strategic plans for crisis communication in educational organisations. Additionally, it is important to ensure the continued implementation and use of new technologies and digital communication tools. Moreover, hybrid systems that enhance flexibility and facilitate face-to-face and remote communication interfaces should be studied. [ABSTRACT FROM AUTHOR]