Relações Públicas pela sustentabilidade: o profissional dentro das organizações

This research has the purpose of highlighting one of the acting areas of the public relations' professional, ensuring that he has enough competence to develop his work within an organization, implementing actions and programs in pursuit of a sustainable growth. The study starts with an analysis of the organizations and their communication process to further expand the understanding of the concept of sustainable development and finally addressing the role of public relations and the scenario organizational that it is envolved. In the globalized world we live in, our relationships are mediated by the capitalism: economic system that is concerned with the higher production seeking only profits. Thus, some organizations - acting in accordance with this model, end up don't caring about the environment around them, using it only like an instrument for achieving their goals. However, because this type of action, the contemporary society is facing serious environmental problems, fact that arouses the attention of civil society members and international organs, concerned to combine progress with sustainable development. The public relations' professional, concerned about the concretization of a concept and favorable institutional identities, besides the obvious envolvement with environment, can act in defense of this, implementing policies and campaigns ecologically correct for sustainability

Relações-Públicas 3.0: a atuação do profissional na sociedade conectada

This work aims to reflect on the role of professional public relations in the context of connected information society and, therefore, understand how the internet has changed life in society, evaluating their impact on organizations, communication and public relations. Certainly the communication as a whole is no longer the same after the arrival of the online universe. Organizations, in turn, also are not out of context and begin to feel the impacts of such changes. Perform a reflection on the current situation and the practices and functions of public relations is fundamental to that in the midst of many technological innovations, do not ignore the essence of humanistic profession

Relações públicas e marketing turístico: atuando pela imagem do Brasil

This study presents an analysis of International Tourism, one of the most growing economic activities in the world. To realize promotion in this area, countries use diverse strategies, among them the touristic marketing. It consists on an instrument used to attract foreign tourists and build the image of the country as a touristic destination, transforming it into a global emergent leader. Due to the big sports events which will happen in Brazil, the World Cup and the Olympic Games, respectively, it is expected a growth on touristic activities. This is an opportunity to promote the country and build its image, the reason why the Federal Government made Plano Aquarela 2020, formed by a strategic plan which aims the international promotion of the country through a marketing program focused on the international tourist. What this image is and how to promote it are issues that the public relations professionals are capable to solve, with their abilities to develop instruments and their important actions to build a good touristic destination image of the country. This study aims to analyze the collaboration of public relations to improve the country's image from the actions developed by Plano Aquarela 2020. For this, a literature search was performed to expose the concepts of communication involved, the analysis of the plan and their actions, use the interview as an exploratory study to clarify information and stimulate new ideas

As relações públicas na sociedade da informação: a comunicação digital nas organizações

This monograph deals with the participation of public relations professionals as a subject acting role in organizational communication in the face of new communication and informational technologies that have emerged in recent years and characterize the digital era. The present study begins with the cultural, economic and social changes that were triggered by the new communicational reality e how these changes affected the ways of acting and thinking of society. In this context, we look at how modern organizations are adapting to this new demand and how the public relations may participate in the development and management of communications strategies to relate to the new publics arising through the consolidation of digital media

Relações públicas e employer branding: estudo de caso da parceria entre Aiesec e Votorantim

The work consisted in analyzing how public relations can contribute to the development and application of the concept of employer branding. It also aims to bring contributions to the understanding of how the areas of communication, marketing and human resources, curriculum studied in Public Relations, can assist the professional performance. Based on data collected in the management of the partnership between AIESEC of Brazil and Votorantim, based on the information acquired through observation and participation in AIESEC, it was possible to reflect on how and why the PR professional is able to work in the development of positioning a company as good employer brand

Comunicação de marcas de moda: nova proposta para a ação do Relações Públicas

This study has the objective of presenting a new suggestion to the public relations professional into the Brazilian fashion business, seeing that, besides promising and little explored, presents social-economic conditions that allow the profession actuation. For this, it has been deeply analyzed the social character of fashion history e its development parallel to the society historical and economic transformations, basing, then, the study of fashion history in Brazil. To understand contemporaneity and the relations which interlace on it, there were used two analyzes about nowadays social order, liquid pos-modernity, from Bauman; and the hypermodernity, from Lipovetsky. In this context, it‟s approached new ways of relating with marks and with products which, since their consumption, are prepared to posterior discard. In the accelerated scenario of marks and consumption, the human relations, more liquids and tenuous, create the urgent possibility of action from on communication professional, who knows to identify the consumers desires and foresee their needs, rendering the tenuous laces stronger and the relationships more solid. This is when the profession of public relations presents itself as a new proposal to create experiences and to tight the loose laces on the consumption era

Relações Públicas e Cidadania: uma contribuição do Le Monde Diplomatique

As relações públicas podem construir uma informação e uma formulação da realidade, a partir da mídia, sem ser influenciado pelos grandes meios de comunicação de massa? Qual a relevância dessa maneira de se informar na conjuntura atual para o profissional de relações-públicas e como ele pode atuar em prol das causas sociais? O presente texto busca estabelecer parâmetros de atuação para os profissionais de relações públicas preocupados com as transformações sociais no mundo contemporâneo. Para chegar a tal objetivo estruturamos nossa análise a partir temáticas capazes de dar uma resposta à inquietação inicial. Realizamos a reconstituição da trajetória recente dos movimentos sociais no Brasil, procuramos esclarecer o conceito polissêmico de cidadania e direitos humanos, relacionando-os com a comunicação, assim como rever a trajetória das relações públicas na contemporaneidade levantando algumas hipóteses que contemplem novas perspectivas para a profissão. Dessa maneira, pretende-se mostrar a existência de um campo de atuação dialógica para os profissionais de comunicação abalizados pelo engajamento da transformação social

Gestão de desenvolvimento competitivo: atuação do Relações-públicas em programas de gestão do conhecimento

The theme approached relates contemporaneous organizational competitive scenario to draw parallels between the organizational structure, Knowledge Management and Public Relations. Many aspects are complementary and can be grouped, enabling the idea of verifying the possibility of a Public Relations work like a manager of Knowledge Management. The objective of this study focuses in analyzing the administration ways of the organizational environment to verify the best kind of structure for the competitive development pattern, then we sought the meaning of Knowledge Management and their results to draw a parallel between the image of the Knowledge Management process manager and the Public Relations professional. The methodology chosen was bibliographic research, by which we noticed the theme relevance, the proposal validity and build a convergence between the skills of a person responsible for managing processes in Knowledge Management and the capabilities of a Public Relations professional. This way adopts a human feature to the managing process, respecting the technical-informational scenario of this area

Relações públicas estratégicas: mapeamento de públicos

The present work intends to analyze the Public Relations as strategy way, evidencing the function of this professional for the appropriate development of the company's strategic plan, basing on the public mapping, a study which deepens the features of each interest group to the organization, listing the points of interest and the performance of each public, exalting the strategic characteristics between public and organization. For this will be done a demonstration of the application of Fabio Franças's theory applied to SNTalent Company. The study of public allows the identification of needs and preferences of each group, which allows creating communication strategies more directed and more prosperous and lasting relations, becoming competitive advantages among this context where the information is fast and the media drive markets constantly. Therefore, SNTalent company will be used as way to verify the theory presented combined with exploratory descriptive research for obtaining subsidies to compare the of relationship with different publics of the institution

Feiras de negócios: o estande que fala : o Relações Públicas no planejamento estratégico de estandes para Feiras de Negócios, da estruturação à mensuração de resultados

All the time, organizations are seeking ways to relate to their audiences, in order to become stronger institutionally and merchandising. In the era of information technology contacts occur increasingly in virtual form, minimizing the face-to-face. Thus, this study contextualizes the trade fairs as a way to bring business relations / public interest in a real environment and provides the friendly atmosphere, much as in a short time, the company with a large amount of their customers, potential customers, partners, suppliers, and other audiences that may be interesting. However, shows that for the success of these events is a necessary strategic planning, so that subsequent implementation is possible to measure the results. It also envisions the trade fairs getting a new format, that is, their commercial character to give the space for the relational as a way to bring more awareness to organizations and to strengthen ties with their audiences. This beneath the optics of Public Relation as the appropriate professional to manage relationships and therefore be the strategist of the company's participation in a trade fair

Relações públicas e o consumidor: comunicação organizacional nas mídias sociais

The objective of this study was to find and discuss the possibilities of action of a public relations professional in social media, taking as an example, the most popular, Facebook and Twitter, to work the organizational communication with the public consumer. Social media are gaining more followers, who are seeking information on companies before consuming your products or hire your services, getting attention for any kind of promotion or crisis of this organization. We saw how public relations mediate communication between company and consumer, being responsible for the clear, objective and correct posting of your organization in social media

As relações públicas em parceria com a ouvidoria e Ombudsman: gestão e ajuste para um relacionamento eficaz

This work presents as the central theme the management conducted by the Public Relations' professional regarding the custom relations' channels, focusing on Ombudsman. Its main objective is to discuss, reflect and establish a parallel between these activities, highlighting the importance of these channels on the organization’s communication and relationship process with their customers. Split in three chapters, it begins the discussion about the terminology in Ombudsman, from the meaning and concept of the terms to the comparison with other relationship means with the customer. It is a part of the study a brief history about organizations and their changes over the years, emphasizing the importance of customers and relations for the success of the modern day organizations, considering the Public Relations in this context. The discussion concludes establishing a parallel between the Ombudsman channels and the meaning of public relations in its management, regarding the relevancy of the subject in a highly competitive scenario, in which the customer/person, as a change agent, can be the responsible for the success or failure of organizations. The study tries to focus on showing the importance of the skills and competencies of the Public Relations for the fore mentioned channels, which are not well defined yet.

Sustentabilidade organizacional: o processo de construção do Relatório de Global Reporting Iniciative (GRI) para a Unimed Bauru sob a ótica das Relações Públicas

The paper describes the ways of reporting business management, employing the model of sustainability report called the Global Reporting Initiative - GRI. This makes use of indicators based on the concept called Triple Bottom Line, which takes into account the economic, social and environmental. The study points out theoretical positions and concepts that have demonstrated an understanding of this issue and especially emphasizes the presence and experience of Public Relations in the environment of organizational communication, especially in the sphere of quality management activities, coupled with the operational processes and sustainable principles. The discussion is exemplified by a case study of quality management activities, coupled with the operational processes and sustainable principles. The discussion is exemplified by a case study of the Health Cooperative Medical Unimed Bauru that involves the process of preparing the report in GRI model of sustainability, held earlier in the year 2011

O artista plástico e seus públicos na perspectiva da assessoria de relações públicas

This work aims to study and see the importance of building the image and reputation of the artist through a publishing of public relations, public recital, new technologies, media, cultural production and curatorial work. To this, we analyzed the history of the profession of public relations in Brazil. As well as their concepts, practices and definitions. Focus on work of publicist and cultural production sectors. The choice of theme is done by the need to understand the relationships. That intertwines in the art market and what media that best reaches in their audiences. Considering the artist-consumer relationship, and the relationship brand-artist and artist-public. And so, the importance of this advice means less explored public relations, for the creation of the brand concept for the artist before his public. Considered in this work as a gallery, art dealer, curator, media and consumers. In this context an analysis is done on diverse views on the market of the arts through specific interview. This interviews was made with professionals working in the cultural sector. And help to understand the communication segments that exist and the current conditions of the market in the context of competitiveness. As was considered the academic education of the public relations professional, it geared to the cultural context, the interviews with professional future. And then was considered that public relations presents itself as a proposal for better communication in the arts. They are concern to create concepts of brand identity-thinking artist and the best means for the artist to be present in this area

O relações-públicas como gestor da Startup de uma agência de comunicação

This paper presents a new field for professional Public Relations: startups. And this new alignment brings context and typology with the business public relations as an entrepreneur and manager of a communications agency. This new type of business, startups, with accelerated growth characteristics and high-risk investments, and alternative becomes simultaneously an opportunity to undertake innovative projects up and turn into a business. In this sense, the work part of the mix of innovation and diffusion of new ideas, with the capacity of Public Relations professional to adapt and work with many different sectors. Considering this context, the study seeks, finds that public relations professionals become essential for mediating the process of scenario analysis for the deployment of startups, and can be very useful in the case of managers and initiators the agency itself as a startup company offering a strategic advantage by combining management and communication