A comunicação de empresas verdes e a relação com o consumidor consciente

This academic work has as its objective to demonstrate the fundamental role of communication as a tool towards implantating an environmental management project in organizations, aswell as familiarizing with the complex relashionship be-tween green businesses and its publics. The concern involving environmental prob-lems are increasing and it directly affects the consumer’s choice and their requests on organizations’ behavior. The integration with all sectors of economy is necessary as a part of a developing process that has as its main objective the environmental conservation and therefore the quality of human life on planet. There is also the question of how in the process of communication there is not an only way of interven-tion, but a continuous reciprocal action. The work is accomplished with an analyses of the green management communication of the business Grupo Abril

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

A comunicação organizacional e a atuação das Relações Públicas na era da dialética entre globalização e glocalização

This study is the result of theoretical reflections and analyses about the role of public relations professional in existing management of cultural diversity in organizations, arising from globalisation and glocalisation. This way, we analyze new perspectives for organizational communication, considering the cultural aspects of different audiences in an organization. Thus, the goal of this work is to show another look for this activity, in which prime respect and integration amid interculturality and enable new paths for public relations, acting as ' cultural Integrator ' in this scenario. For understanding these new interfaces, the study takes as its starting point an overview of roots that gave rise to this context, starting from the analysis of various aspects of globalisation and your reflexes and impacts on organizations, plus a contextualization of the organizational communication trajectory. Then the global and local culture is discussed, as well as the glocalisation and repercussions in organizations, which gave rise to a scenary of cultural diversity and possible conflicts of that context. From the particular analysis of work, are given the implications of this encounter of multiple cultures in organizations, in addition to being presented theories of intercultural communication in trying to manage and provide the dialogue and understanding between different cultures. Finally, this study deals with the possibilities of public relations practice in interculturality, showing paths to the mediation of various interests between organizations and their audiences in the sphere of glocalization, showing the activity of International/Global public relations. It also presents the possible involvement of public relations in the management of a communication on cultural diversity scenary, showing perspectives for this activity on the theory of excellence, in order to seek understanding and understanding even in the midst of diversity

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

As relações públicas e a responsabilidade social empresarial: um estudo de caso da Empresa Júnior de Relações Públicas da Unesp Bauru - RPjr

The various changes occurring in society in the late twentieth century created a context of true technological revolution based on information. These changes resulted in three points: a new way to communicate with the emergence of new media and communication platforms; a new role assigned to organizations increasingly blamed for social problems, and a greater access to information by society, which forms more critical and demanding. The convergence of these three consequences observed strengthening of the concept of Corporate Social Responsibility and the importance of internal communication in their construction. This literature review and empirical research, based on a case study with the Junior Enterprise of Public Relations at Unesp Bauru, studied the role of Public Relations in the process of communication management as a facilitator of internal processes towards mobilization for Social Responsibility. It intent to see which are the main barriers to the inclusion of the concept too. The study shows the relevant current context itself, in which the concern with the changing social scenario should be seen as opportunities for growth. The concept of Corporate Social Responsibility should be inserted into the organizational DNA to its consolidation, characterizing itself as a cultural and dependent matter of internal restructuring. The role of public relations in this context covers the management of communication and harmony of the interests of all public organization

O papel do profissional de Relações Públicas na gestão com governança corporativa

This research has the finality to search for the Public Relations professional valorization considering new ways of business acting. So it addresses how would be the performance of this professional in a management with Corporate Governance. This way different kinds of references were researched specially business aspects, definitions and history of the public relations, corporate governance, communication and complexity in the organizations. By the end we analyzed the communication in complex organizations and how the public relations professional could be useful in the process

Comunicação interna: uma questão de qualidade

Internal Communications, a central theme of this project, it is essential to support a transparent and effective cooperation between organization and em ployee. In companies with Quality Management System, as certified in ISO 9001, need to adhere to the quality not only in its management policy, but as in all of its processes and the various agencies in which there is interaction, especially the internal. This paper aims to reflect on the interaction with the internal audience, paying attention to the fact that the information required and the strategic management of public relations positively interfere in the relationship between organization and employe e and the resulting benefits that these entail in quality management. The demonstration of the policies employed by the company Vien a Grafica & Editora as the basis for developing a model suggestive of internal communication in business quality. Thus, we intend to understand how effective communication arouses feelings of motivation and engagement among employees, so there is the realization of quality in all organizational sectors

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

Utilização dos sistemas integrados de gestão - ERP: estudo de múltiplos casos em pequenas e médias empresas

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A relevância da racionalidade comunicativa para a gestão educacional

This study presents implications of the assumptions of a model of educational management based on the perspective of technical and instrumental rationality regarding fundamental studies of the Frankfurt School and Gentilini (2001). We analyzed the presence of such theoretical assumptions in the Complementary Education Program “Prof. Henrique Scabello” implemented in the city of Araraquara, SP. The results indicate that this model of educational management brings negative implications for the school investigated, and above all that adherence to the management model based on communicative rationality can favor the realization of a truly democratic school management.

Teletandem: possibilidades, dificuldades e abrangência de um projeto de comunicação online de PLE

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Genomic analysis for managing small and endangered populations: a case study in Tyrol Grey cattle

Analysis of genomic data is increasingly becoming part of the livestock industry. Therefore, the routine collection of genomic information would be an invaluable resource for effective management of breeding programs in small, endangered populations. The objective of the paper was to demonstrate how genomic data could be used to analyse (1) linkage disequlibrium (LD), LD decay and the effective population size (NeLD); (2) Inbreeding level and effective population size (NeROH) based on runs of homozygosity (ROH); (3) Prediction of genomic breeding values (GEBV) using small within-breed and genomic information from other breeds. The Tyrol Grey population was used as an example, with the goal to highlight the potential of genomic analyses for small breeds. In addition to our own results we discuss additional use of genomics to assess relatedness, admixture proportions, and inheritance of harmful variants. The example data set consisted of 218 Tyrol Grey bull genotypes, which were all available AI bulls in the population. After standard quality control restrictions 34,581 SNPs remained for the analysis. A separate quality control was applied to determine ROH levels based on Illumina GenCall and Illumina GenTrain scores, resulting into 211 bulls and 33,604 SNPs. LD was computed as the squared correlation coefficient between SNPs within a 10 mega base pair (Mb) region. ROHs were derived based on regions covering at least 4, 8, and 16 Mb, suggesting that animals had common ancestors approximately 12, 6, and 3 generations ago, respectively. The corresponding mean inbreeding coefficients (F ROH) were 4.0% for 4 Mb, 2.9% for 8 Mb and 1.6% for 16 Mb runs. With an average generation interval of 5.66 years, estimated NeROH was 125 (NeROH>16 Mb), 186 (NeROH>8 Mb) and 370 (NeROH>4 Mb) indicating strict avoidance of close inbreeding in the population. The LD was used as an alternative method to infer the population history and the Ne. The results show a continuous decrease in NeLD, to 780, 120, and 80 for 100, 10, and 5 generations ago, respectively. Genomic selection was developed for and is working well in large breeds. The same methodology was applied in Tyrol Grey cattle, using different reference populations. Contrary to the expectations, the accuracy of GEBVs with very small within breed reference populations were very high, between 0.13-0.91 and 0.12-0.63, when estimated breeding values and deregressed breeding values were used as pseudo-phenotypes, respectively. Subsequent analyses confirmed the high accuracies being a consequence of low reliabilities of pseudo-phenotypes in the validation set, thus being heavily influenced by parent averages. Multi-breed and across breed reference sets gave inconsistent and lower accuracies. Genomic information may have a crucial role in management of small breeds, even if its primary usage differs from that of large breeds. It allows to assess relatedness between individuals, trends in inbreeding and to take decisions accordingly. These decisions would be based on the real genome architecture, rather than conventional pedigree information, which can be missing or incomplete. We strongly suggest the routine genotyping of all individuals that belong to a small breed in order to facilitate the effective management of endangered livestock populations.

Notificações espontâneas de eventos adversos a medicamentos hospitalares: estudo piloto

Introduction: Post-marketing surveillance of drugs aims to detect problems related to safety, effectiveness and quality. The identification of adverse drug events (ADE) is made, mainly, by health professionals´ spontaneous reporting. This method allows risk communication in pharmacovigilance and contributes for market regulation. Objective: To estimate the prevalence of adverse drug reaction (ADR) and the suspicions of therapeutic failure (TF) reported by health professionals; to verify the active principle and type of drugs related to ADE, seriousness, causality, production mechanism and clinical manifestation of the events identified. METHODS: A cross-sectional study was performed in a teaching and public hospital which integrates the Sentinel Hospital Network, in 2008. ADR seriousness was classified according to intensity (mild, moderate, serious and lethal); drugs associated with ADE were categorized according to type (brand name drugs and non-brand name drugs); causality was imputed with Naranjo algorithm and the mechanism of occurrence was analyzed according to Rawlins e Thompson definitions (A or B). Results: There were 103 ADE reports in the period, of which 39 comprised TF and 64 ADR. Nurses reported the most ADE (53.4%). The majority of ADR were classified as type A (82.8%), mild (81.3%), possible (57.8%), according to causality assessment, and related to brand name drugs (20/35). Human immunoglobulin, docetaxel and paclitaxel were the drugs frequently associated with ADR. TF arising from no-brand name drugs (26/29), regarding, mainly, midazolam and ganciclovir. Conclusion: The results of the ADE report contribute for proposition of trigger tools for intensive monitoring of drug safety, as well as for the supplier qualification and for the improvement of quality products.

Desafios da comunicação interna em departamentos de jornalismo

This paper focuses on the importance of internal communication within the journalism departments of regional Brazilian open television networks. This research shows that these professionals recognized that communication can improve relationship among staff and journalistic performance. However, just one of the companies researched invests in internal communication management. The present study also reveals many challenges which influence internal communication, relationship, and the journalistic work in these companies, such as: lean teams, interferences from other areas in the journalistic writing, lack of formal network of communication, competition among members of the team, the journalist's professional profile, need for shared leadership and internal communication policies and information management.

Informação, conhecimento e comunicação nas organizações do conhecimento

Reflection on the role of information, knowledge and communication on "knowledge organizations". The organizations called "knowledge organizations" need to be incurred in implementing significant changes in its organizational culture to meet the requirements of innovation - intrinsic to knowledge management. For this, we consider that these changes are possible to occur to the extent that organizations understand that despite the particularities of information, knowledge, and they represent a triad whose elements are inseparable in the construction of knowledge organizations.