Cristiana Ruivo Tomé, who has a master’s degree in PRSM, won the Best General Academic Work award, from the Internal Communication Observatory, for her master’s thesis.

Cristiana Ruivo Tomé, master’s in Public Relations Strategic Management (PRSM), was awarded in the Best General Academic Work category, at the 13th edition of the Internal Communication Observatory (OCI) Awards, for her dissertation “The Use of Employee-Generated Content on Social Media and Employee Engagement”.

The OCI Awards recognize and reward the best strategic practices in internal communications, as well as outstanding academic and editorial works in the area.

“How does the use of employee-generated content as a digital communication strategy in Worten’s TikTok affect employee engagement?” was the starting question of Cristiana’s dissertation, developed as part of the master’s degree in PRSM. The dissertation, defended last year and now awarded, was supervised by Professor Sandra Miranda.

“The award was another achievement that consolidated my academic trajectory in the master’s degree, which allowed me to study and investigate such a pertinent and current topic: the use of employee-generated content for an organization’s social networks, in terms of Internal Communication and Employee Engagement”, explains Cristiana, adding that “ESCS enhances research, crossing subjects that have never been developed before”. The PRSM master takes the opportunity to thank her supervisor, Prof. Dr. Sandra Miranda, and the master’s coordinator, Prof. Dr. Sandra Pereira, “for their motivation and support throughout this stage”.

It is also worth noticing that, in 2021, the student Inês Veiga, graduated in Public Relations and Corporate Communication (PRCC) and master in PRSM, was also honored by the OCI Awards, in the Best Academic Work category, for the dissertation “Internal communication as a strategic function of organizations: proposal for a best practices guide in internal communication”.

Text: Communication Office (Gabcom)
Photography of the OCI Awards ceremony: Internal Communication Observatory
Cristiana Ruivo Tomé’s photograph was kindly provided by her own