Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

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

A realidade contemporânea das relações institucionais: desafios e oportunidades para as Relações Públicas

The contemporary organizations establish complex networks of relationships with their audiences. However, it is the socio-historical setting of the organizations that allow that their internal structures, management and culture as well as their interests and goals in relation to the macro social environment to be understood. To understand what is currently proposed as institutional relations, it is necessary to search on that socio-historical source the progress in the studies of management and organizational communication aiming to prove the assumptions underlying this strategic role within organizations. In order to do that, this project raises ethnographic aspects of the institutional relationships to see what is proposed by the organizations and, therefore, highlights the lack of detailed studies in this area. From this survey, it is clear the possible role of public relations in contributing to studies, plans and execution of institutional relations according to the basement in the humanities and communication processes of networks of relationships between organizations

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

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

Relações públicas: elemento potencializador para o sucesso de um evento

This study aims to discuss the role of the professional of public relations and the marketing tools in organizing events. Taking as parameter the concepts of events, marketing and public relations and highlighting the contributions on strategic planning, the communication process and the relationship with stakeholders as key elements on this management, it is intended to form arguments to demonstrate that the work of a skilled professional is essential for the empowerment of the events not only as a communication tool, but as well as a relationship tool. The methodology utilized is based on literary data and on the exemplification of this process, with the analysis of three mega events. As a result, we leave a reflection about the importance of professionally events management, in addition to excellent communication and expansion of economic resources, since it defends the idea that management needs to generate lasting relationships across all the stakeholders' chain

Comunicação pública, transparência e políticas públicas: avaliação de informações em portais brasileiros de governo

An expansion of the professional field of Public Relations can be seen nowadays, influenced by factors such as the increasing use of information and communications technologies for the dissemination of information on public management and the potential creation of dialogue between government and citizens. Despite this trend, there is still a need for specific knowledge about normative aspects of public communication generated by governments on the internet and its role in the fulfillment of the right to information. This article offers a contribution to fulfill the gap of guidelines and standards for professional performance. It describes the results of empirical research which identified the potential contribution of government web portals of the main cities of São Paulo, in the southeastern Brazil, to the strengthening of citizenship, considered in its dimension of exercising the right to information about public policies, particularly those which have an impact on education. The depth and breadth of information were investigated according with twelve categories of evaluation: history; diagnoses; goals; goals; resources and current actions; planned resources and actions; efficiency; effectiveness; impact; cost-effectiveness; user satisfaction; and equity. The data found on the analyzed portals correspond to the average of 11% of which was considered, under the theoretical-methodological context of the research, as information necessary to comprise the full characterization of a public policy in relation to the categories of assessment. Opportunities to improve government web portals were detected, for which we suggest communication management strategies.

Mapeamento da comunicação nas organizações bauruenses: verificando o empoderamento da comunicação no interior paulista

The quantitative research conducted on communication in organizations from bauruenses has served as inspiration for: the development of applied research regarding Brazilian organizational reality, to the communication courses and on the improvements in the communication aspect of the organizations in the region. The goal is to provide information related t the role of organizational communication and the public relations role in this process, measuring the empowerment of this community. The mapping methodology is based on structured questionnaires in order to capture ordinary factors, active and retroactive, from the communication processes such as: relationship types, channels and media, degree of interaction and interdependence between the parties; types of public involved in the process and the expectations of the organization in relation to goals, objectives, actions, events and activities programmed in communication. For the delineation of a reflective proposal from the data, we chose to work on analyzing three dimensions: the strategic communication, linked to the business model and information technologies; the internal communication, linked to culture, to the organizational structure and management that implies the new paradigms of relationship; and lastly, the intention to materialize the collected data on indicators and scales from attributes caused or inhibited from the excellent communication, including evaluation of the practice of Public Relations. This article presents the main results related to micro companies in Bauru, São Paulo.

Princípios da cultura de paz e estratégias de sensibilização em relações públicas no Programa Cidades Sustentáveis

The proposal of this article is discuss about the concept of social responsibility in the context of the activity of Public Relations in order to verify how this concept is related to the notion of Peace Culture. It is a complex concept supported by the United Nations Educational, Scientific and Cultural Organization (UNESCO) which, among other objectives, seeks to interpret and also paid up organizational objectives to local and global demands by articulating social actions that lead to a sustainable development and management of cities. For this, we will defend the use of audiovisual resource for awareness of stakeholders as a strategic tool in Public Relations for the efficacy of topics related to "Sustainable Cities Program”, about which we will briefly discuss. The Program is a nonpartisan initiative that focuses on the sustainable management of cities so it functions as a tool that assists municipal managers in making strategic decisions.

Relações Públicas e o processo de análise de cenários

This paper, result of a bibliographic review, documentary research and interview with a professional of public relations area (PR), presents a scenario analysis tool and the way how the public relations professional can use it. Are pointed some abilities and strategic skills of this professional that can actually enable him to the prospection, building and analyze of scenarios, from the perspective of relationship with the organization publics. The scenario analysis tool is a strategic way to make some decisions, being used to the analysis of junctures, that can back up organizations' actions and activities, considering possible future results, in other words, the consequences and the developments caused by certain organization attitude or stance. On the end of this paper, we present a propose of strategic plan to Public Relations, using a suggested use for the tool

Formação de supervisores de ensino no estado de São Paulo: cartografia do curso Gestão de Redes Públicas

Pós-graduação em Educação - FFC