Relações públicas e a mediação do diálogo intercultural na comunicação organizacional

The large flow of businesses going abroad generates an ever more diverse internal multicultural organizational scenario. Different national cultures inside an organization can directly influence the management of people. Human values, languages, customs, work modes/routines and different habits can create conflicts among parties. This study deals with the role of Public Relations as a tool/strategy to deal with conflicting intercultural communication inside business organizations. The analysis is grounded on theoretical principles concerning the roles of communication professionals as the individuals responsible for the relationship between an institution and the internal public. The study introduces intercultural communication as a growing area to be explored by the Public Relations professional and highlights the possibility of emerging innovative solutions for organizational problems. It also brings reports by professionals that have intercultural experience concerning Brazil and Germany in an attempt to illustrate conflicts that might have been prevented by actions taken by a specialist in Communication in order to promote mutual understanding

Gestão de marcas e relações públicas: o papel da propaganda de relações públicas na construção e manutenção da imagem institucional

The main purpose of this study is to promote reflection about the relevance of institutional propaganda as a tool of public relations and as a component of brand management. Concepts relevant to the design of this propaganda as Peirce’s semiotics, the storytelling, DNA corporate, identity and corporate culture were also outlined. A study was conducted to illustrate the work on the business management of JM Empilhadeiras, brand management and global institutional first campaign image building of Hyundai, the “Live Brilliant”

O Relações Públicas como agente fundamental para a implantação de um Programa de Marketing de Relacionamento

This work of course conclusion aim to do the elaboration of a model of implantation of a Program of Relationship Marketing in an organization of visual communication in Bauru, São Paulo. The bibliographical revision evidences the evolution of the marketing in accordance with the necessities of each period, as well as the evolution of the profession of Public Relations that throughout the time accumulated many functions. Therefore, to implant the Relationship Marketing is necessary that the marketing may be faced as an enterprise philosophy, so that all workers have the focus in the customer’s satisfaction. The proposal of implantation of a Program of Relationship Marketing is validated by a basic agent, the Public Relations, who is able to work integrated with the Marketing Department to manage the process completely. The proposal elaborated is personalized, at the same time, is made having as base a previous diagnosis and an analysis of 3 Puts of the organization, so that, do a strategical planning of implantation of this new culture focused in the customer, based in the relationship

Relações públicas e educação corporativa: um estudo multicasos

In scenery where the information and the knowledge are acquiring more and more importance, the corporations are looking for alternatives to remain themselves competitive in the market, once the competition happens globally. The current work presents, through bibliographic research and multicases studies, one possibility for the organizations that wishes to increase their competitiveness and look into the participation of the Public Relations professional in the development of Corporative Education programs aiming (at) the continuing education of a very important audience for the organizations, the intern one Through courses and trainings that can happen by presence or remote way, the Corporative Educational programs have as target developing of the critical competence to the organizations, aiming to solve internal problems and reach the best position against competitors. This work is aimed to present how the Public Relation professional can act like a facilitator agent for the education of the intern public of the companies through the Corporative Education. The courses offered through these programs aim to keep the professional always updated, besides to disseminate the values, culture and company’s legacy. At this point, the participation of the Public Relations is appointed to a possibility to strengthen the organization’s internal communication and promote a larger engagement and participation of the employees

A influência das universidades públicas de São Carlos-SP na dinâmica do espaço geográfico: a importância da população estudantil para o setor imobiliário

The city of San Carlos is known to have important centers of research aimed at developing high technologies, which are: Federal University of São Carlos (UFSCar), the University of São Paulo (USP). Thus, the portion of the population of students who are not from the city of San Carlos, but it has to be present daily to provide their respective courses in San Carlos, has the need to rent property. The housing market, in turn, uses the application of capital to meet the demands of students and business is taking steps that make the production of space and provide new scope of the place, giving new meaning to the settings and new residents. This work goes towards understanding the students, social workers, boosting growth in this market and the influences of space and real estate agents and their actions materialized in space to meet this demand

Relações públicas e serviços virtuais: a comunicação entre as corporações da internet e o cibernauta

The objective of this study is to adress the action possibilities of the Public Relations professional in management of communication between the virtual services companies and their customers – the cybernauts. For this purpose, a bibliographical research was made about the cyberspace, Internet environment, as well as the cyberculture and the on-line consumer public. It was also studied the possible areas of Public Relations's action, their work tools and means of communication with the customer, in order to verify the specificities of communication mediated by new technologies. Based on these concepts, it was possible to propose an action of this professional in the organizations called dotcom, in order to contribute to the management of the communication flow between companies and this “invisible” public, which relates virtually to the organization, establishing different modes of interaction in relation to tradicional customers, requiring different strategies of relashionsip

Por trás da qualidade: inter-relações das Relações Públicas e os sistemas de gestão de qualidade

This study examines some characteristics of the contemporary reality and its influence on the dynamics of the organizational activities, in particular, related to the quality management. Discusses capitalist logic of maximization of profits that has been sophisticated in face of new scenarios that arise with society evolution. It also proposes a reflection on the philosophies and formats of management that fits with the desire to meet the needs of society through the expansion of quality - now a reference for the production processes and management systems. The work highlights the relations between communication and quality, pointing them as fundamental to the use of fissures on the evolution of the capitalist system in developing programs, philosophies and management systems. The intention is to turn able ways to contemplate the needs and interests of the largest number of public and variables in a different relation than the usual, in which a few wins and many lose

As relações públicas e a gestão da comunicação integrada em tempos de crise: uma análise sobre o caso Ades no Facebook

This paper aims to understand so that organizations in times of crisis - exposed to social media, especially Facebook - they conceive strategies to minimize any factors that shake with your credibility, image and reputation. There for, the case study on the crisis experienced by Ades brand in March 2013 was chosen. The methodology of the work consists of bibliographic research and analytical as well as the presentation and case study, covering the concepts of Marketing, Public Relations, Social Media, Reputation Management and Image, Branding and Integrated Communication. This work was divided into four chapters that present the management of communication in the digital age, the presentation of the global Unilever brand and it brand Ades; exposure to the crisis and its repercussion and an analysis of the case under the stance of public relations, in this order

Análise do crescimento das empresas de base tecnológica no Brasil

Technology-Based Firms (TBFs) are companies with intensive innovation dynamics based on technical competences, and for which high growth rates are expected. Nevertheless, even in developed countries, the evidence suggests that significantly high growth rates are more the exception than the rule. In Brazil, most studies on TBFs focus on factors that limit their success, such as managerial experience and capital availability. Based on extensive field research and on a reliable enterprise growth rate indicator, this article aims to evaluate the expansion of those firms, analyzing its relation to key elements such as degree of consolidation, market insertion, and public policy support. We found a growth rate which, although widely varied amongst firms, was significant and was not directly related to the amount of public policy support.

Um estudo sobre a influência do sistema de gestão ambiental ISO 14001 sobre a imagem de organizações industriais e o papel das relações públicas

The consumers' requirements are constantly growing, as well as the concern for the environment. Considering this change of scenario, industrial companies started paying more attention to environmental issues and decided to resort to solutions such as the adoption of the Environmental Management System based on the ISO 14001 model. It is believed that the adoption of this model changes the organizational image, both internally and externally. This possible change was the focus of this research, considering that many publics related to certified companies may have the wrong idea about what being a green company really means. The objective of this study is to verify, through a survey research, the relation between the Environmental Management System based on ISO 14001 with organizational image of Brazilian firms. At first, this paper presents a theoretical review on Environmental Management System, IS0 14001, Organizational image, green Marketing, Greenwashing and Public Relations. Next, the research method is presented, as well as the results obtained through theoretical study, the research application and data analysis, and a brief analysis of the Public Relations' role in the organizational environment at issue. Finally, it presents the results obtained by tabulating the questionnaires, analysis of related data, and consideration about these

Comunicação empresarial e relações públicas: a construção de relacionamentos no contexto do Facebook

Currently with the context of the Internet, especially on online social networks, it is observed that people and companies are establishing relationships both online and offline. The new digital culture and the competitiveness of the market are making companies change the way they communicate with their customers, providing a broader and more participative communication with their stakeholders. This resear chaims to understand the relation of corporate communication and Public Relations and from the conceptualization of the trials will detect the relationship processes of companies and their public in online social networks. Understand this type of relation ship is interesting because that, it is the field of the Public Relations professional. An area that grows in importance in today's market, since Facebook is being used as a channel of communication and relationship with consumers. The methodology used is exploratory research, in which, it aims to familiarize themselves with the subject and the possibility of analyzing three examples of relationships and engagement in the corporate communications field. In this case, the ranking of the top three companies, Coca-Cola, Guaraná Antarctica e Mc Donald's, in the Top Facebook Posts Brazil in January 2015. It is important that to have a Public Relations Professional that is able to create an open channel of communication on social networks with the purpose of detecting the characteristics of the target public and promote the participation of such public in the building of content and the innovative organization process. Therefore, it becomes an engaging and everlasting relationship

Relações públicas e gestão de eventos: pesquisa participante no carnatlética 2013

In the current dynamic environment in which the public relations professional is inserted and, considering their ability to perform various activities, the field of events, an area that comprehends many different aspects, ends up being very active and executed by professionals from other fields. The following research demonstrates the importance of the Public Relations professional in the management of an organizational event, aiming to present Public Relations as the area with the most expertize to put plan and organize events, due to the knowledge and theory that can be put into practice. Through a participatory research, the researcher recounts her experience with organizing Carnatlética, event in which she was a part of in 2013. Thus, it is concluded that the participation of a public-relations in the organization is critical to the success of an event, especially in issues related to advertising, media and planning

A propaganda institucional como instrumento das relações públicas: análise semiótica da campanha comemorativa aos 60 anos da Petrobras

The developed research aims to analyze clippings of Petrobras' commemorative 60th anniversary campaign, entitled Gente, é o que inspira a gente., launched in 2013, using concepts of institutional advertising from the perspective of semiotics. The company was chose due to its traditionalism and strength within and outside the country, being one of the 20 largest in the world. During the study, it will be covered topics such as organizational communication and institutional advertising. From analyzing three parts of the Campaign, which aims to influence public opinion about the organization, associating her concepts or images that benefit the way Petrobras is seen. To analyze the effectiveness and efficiency of the campaign, it was chosen as methodological method, the semiotic studies of Charles Peirce, with his concepts of firstness, secondness and thirdness. This approaching intention of its audience is clear in this campaign not only with the participation of employees and signs that compose it, but also with the dissemination of information about the company, such as history, data, policies, methods and services provided, transmitting effectively its essence as a company, through its mission, vision and explicit and implicit values in messages

Varejo e inteligência competitiva: um estudo exploratório sobre a função do relações públicas

The present work this is an exploratory study on the retail, considering its importance in the Brazilian economic scenario, in order to analyze their challenges in their different formats. This study emphasizes the importance of Competitive Intelligence area to complex sectors such as retail, and verify the professional skills of PR to act in this context, considering their academic training and skills developed in this process, focusing on his multidisciplinary approach to manage actions in strategic areas

Marketing 3.0: a sinergia entre marketing e as relações públicas

This paper aims to discuss the influence of the Public Relations professional in the current market environment, where the client's relationship with the organization is visibly marked by greater freedom of the latter in the decision of buying. The importance of the work and vision of this professional can be observed trough the paths marketing area had been taking, like the appearance of Marketing 3.0. In this paper the intention is to study the paths who lead to the convergence of both areas and in what way both professionals can allied their knowledge aiming to succeed in the market, without ignoring the fact that the results will be better and better the more genuine is the philosophy of respect for the client practiced by the organization and its employees