Comunicação pública e acesso à cultura: um estudo de caso da Oficina Cultural Glauco Pinto de Moraes sob a ótica das Relações Públicas

This study examined how public relations can work through the implementation of tools for public communication, to seek to ensure a citizen of their rights: access to culture. We chose as case study Oficina Cultural Glauco Pintio de Moraes, located in Bauru (SP), an instrument of policy implementation for the Sao Paulo area, to discuss how the actions are carried out to the community as a whole. We analyzed data pertaining to the activities offered by the workshop and suggested actions for communication and relationship with its public workshop to happen more efficiently

As Relações Públicas em contextos de internacionalização organizacional: um estudo de caso sobre a aquisição da Tilibra

The objective of this study is to demonstrate how Public Relations can deal with the issue of culture clash between companies undergoing mergers and acquisitions. Within this environment of organizational change, there is the question of human and social as well as the importance of the relationship with all the publics. The Public Relations professional should be part of the organization systems to inform and promote a culture present, and participated in the climates changes and its consequences within these environments

As relações públicas na ambiência da comunicação móvel digital: o QR code como estratégia de comunicação

The internet as well as all technologies arising from it are transforming and changing socially and economically, the forms of relationships between people and organizations. The environment of digital mobile communication is on the rise, allowing more communication strategies in public relations to be enhanced, in order to allow effective dialogue, relationship and interaction between organizations and their stakeholders. Accordingly, the purpose of this paper is to analyze digital communications, especially a locative media tool that has been gaining ground in communication activities: Quick Response Code. So in addition to conceptualize and contextualize it, one tried to map out various campaigns, both national and international, who made use of the QR Code, highlighting the strategic role that this tool can have in Integrated PR planning, in order to create visibility and to establish effective and lasting relationships with the brand / organization

Eu posto, tu compartilhas, ele curte: relações Públicas para as novas redes de influência nas mídias sociais

The web has emerged as an important media. For the first time, people are highly connected, and users start to have lots of possibilities for expression and collaboration. Internet users contribute more and more to influence the preferences of your contact network. Organizations are beginning to discover that the power of influence networks is becoming more efficient than traditional marketing: people believe in what other people say, peers believe in peers. There is a new actor who builds preferences, who is constantly active in communication: the customer who narrates, on social networks, his experiences with a product, and makes his contacts become loyal customers or the most ardent critics of an organization. Transforming followers into disseminators is one of the biggest challenges of organizations in social media. Because of this, more and more companies have to plan communication strategies based in what customers think, desire, understand and discuss in these new places

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

Sustentabilidade e comunicação: o profissional de Relações Públicas e a sustentabilidade nas organizações

This paper aims to present the importance of public relations professional in the sustainability context at the organizations. For this, we discussed the sustainability issue, and the concepts that comprise the function of the professional of public relations and the importance of communication to make the sustainable practices a management tool of the company's image and improve the relationship with stakeholders. Were presented and discussed four cases of companies to discuss the pathway of sustainability practices in Brazil

As empresas familiares e os desafios do profissional de relações públicas

The enterprises are in the midst of a competitive and open market, in which, rapidly, new enterprises are created, international competitors are installed on the local market and products and services are invented or improved to ensure quality, sophistication and low cost. In this scenario, the familial enterprises seek survival through new information and strategies to solve existing conflicts and overcome the challenges of the globalized market. However, resistance to change is a factor common to more traditional familial enterprise culture, therefore, modify solid structures, built over many years, reflects insecurity, fragility and threats facing the different. This project aims to analyze the brazilian familial enterprise, in particular the enterprise Móveis Zacarias, as its historical trajectory, representativeness, economic importance, concept, structure, culture and problems that are peculiar, for example, problems with succession, management, professionalism and communication. In addition to demonstrating the importance of Public Relations professional in mediating conflicts in family businesses. In addition to demonstrating the importance of PR, that when using any of the communication tools, can mediate and facilitate the relationship between members of the family business, and maintain both systems, leading to cooperation between business and family through preventive actions

Relações Públicas: o articulador dos relacionamentos na cultura da convergência

The purpose of this research project is to analyze the Convergence Culture, a term coined by Henry Jenkins, to refer to the cultural transformation we are experiencing - people want to produce their own content, share their stories, expand their experiences and make connections to different platforms media. That is, individuals have changed their position once considered passive and accommodating to sustain an environment of intense involvement, construction and collective pursuit of new experiences. So that we could reach that culture converged, there was a paradigm shift from an asymmetric communication for communication increasingly bilateral. In this new scenario, communication to different audiences is based on a participatory and collaborative model in which organizations do not have absolute control over the media message. Therefore, this study tried to demonstrate what steps to be followed by public relations in convergence culture

Marketing de relacionamento e relações públicas: uma aplicação no serviço de pós-venda da Embraer Executive Jets

The present study aims to investigate the interrelationship between the Relationship Marketing and Public Relations areas, high lighting its strategic value. The main goal is to discuss how the public relations professional can manage the customer loyalty by improving the after-sales services provided, applying it to a specific market such as business a viation. To establish the foundation to support the hypotheses, a revision of the subject literature was made, seeking to break down the barriers between marketing-mainly of relationship and public relations knowledge fields. A consult of the relevant literature was a continuous activity throughout the work. Divided into three chapters, the two first ones of fundamentals concepts, presents an after-sales services scenario, emphasizing the importance of the relationship and the definition of audiences in this area, in addition to a detailed description of the luxury market, a business aviation reality. The third chapter ends the discussion with a relationship proposal for Embraer Executive Jets, through actions based on the studied concepts. By gathering ideas and reflecting about the subject, using them to develop the proposal, a conclusion was resulted: the public relations professional is prepared and essential to build an effective after-sales relationship, since it's concerned about the communication excellence and knows the audiences significance in this process

O “valor” da mensuração de resultados para as relações públicas estratégicas

This paper has as purpose the demonstration of the importance to measure the results of the communication acts for the strategic public relations, by the reflection and theoretical intakes. The term strategic is very in focus nowadays, in all the areas of expertise, and it presupposes the evaluation of results as an essential part of the planning. Because of that, in addition to the survey of the concepts and bibliographical studies area, it is present an analysis of the strategic public relations specifically on this process. And a case that completes the discussion about the organizations’ concern in relation to the quality of relationships established between them and their audiences, the predominant factor for the effectiveness of communication

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 e eventos: um estudo sobre o Intercom Sudeste 2013

Based on the theoretical concepts about events, public relations and leadership, this work was developed with the aim of presenting in practical way the role of Public Relations professional in organizing events, checking his role as articulator of public interest in the cultivation of relationships. With definitions and characterization this study proposes legitimize the powers of the Public Relations event management. Beside this, the study aims to emphasize the exercise of leadership in management teams as one of the main points in the development of an event. So, the case of study develops a field research on the work of the infrastructure committee of the Southeast Intercom 2013

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

O prosumidor e as Relações Públicas na era da convergência midiática

This study supports the role of Public Relations within Organizations, inserted in the context of the media convergence age, in which all the medias complement each other and can be used together to achieve a given goal. The approach is exposed after reflection on consumers’ specificity and identity, in addition to an approach about media convergence age characteristics, such as collective intelligence, participatory culture and affective economy. Throughout this paper, it is also discussed the concept of Transmedia Storytelling and how consumers and communicators stories have become especially important in the convergence age. In this context, consumers are understood as prosumers, since they infer and influence brands, organizations or products, by using words. We showed that, because of those prosumers narratives, an organization may became susceptible to their image destruction in a short period of time or get more acceptance and profitability. Thus, Public Relations presents itself as a communication professional that can use several corporate strategies in the relationship between organizations and their different target audience

Índigo assessoria: um processo de criação de marcas sob a ótica das relações públicas

Este estudo tem como objetivo demonstrar que as relações públicas podem ser um diferencial no processo de construção de marcas. A partir deste posicionamento apresentam-se as atribuições do relações-públicas nesse processo que se dá principalmente em proporcionar uma visão ampla sobre elementos como a cultura e a identidade organizacionais, além de conseguir estabelecer, com maior criticidade, relacionamentos com seus públicos de interesse, segundo suas prioridades. Partindo, de um levantamento teórico sobre tipologias organizacionais, a visão fundamentada do planejamento de uma marca, as atribuições do relações-públicas neste processo, até chegar à descrição da criação da marca Índigo Assessoria, o trabalho propõe que as fases de construção da marca devam ser embasadas em estudos sólidos de relações públicas para se obter sucesso e relevância no cenário global atual