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

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 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

Relações públicas e o Brand Management: storytelling 2.0 na construção de relacionamentos

According to the Informational Society of the twentieth century, man develops society of the spectacle, where life becomes virtual and the individual ceases to be a spectator becoming the protagonist of wikiciberepopéia and organizations seeking to gain the attention and time of its consumers through new communication strategies. If the great epics of mankind brought mythical heroes, divine, with powers (mostly above the mortals), in the era of new technologies, the common man is in the hands the opportunity to become the hero of his own ciberepopéia. Increasingly resistant to traditional advertising, the new model of media consumer, the prosumer, the storytelling is transforming into one of the main communication tools of contemporary organizations. Offer your audience a creative and relevant content across several media platforms is a major brand positioning strategies currently used, in addition to providing the transmission of values and organizational principles in a subjective manner. Storytelling where objects are extensions of the human body (eg, the cell can be treated as an extension of the ears) is a strong indication of a technocratic society, because we can consider the new technologies as extensions of the human brain (as new store technologies, create meanings, share information through a specific language) and the individual who is on the edge of new technology ends up being excluded from certain social events. This new world tends to put an end to separation between seemingly contrary ideas, such as reality/fiction, natural/cultural and the man who emerges from this medium is not the creator, but rather, transforming what already exists. The current human evolution takes place from about half the human mind and tell stories that go beyond the media saturation that really emocionem and who have a real meaning for those who listen, to be interconnected with the socio-environmental reality of this new consumer, is a major chall...

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

O Relações Públicas e a comunicação organizacional: um estudo exploratório nas agências de São José dos Campos

The field of social communication, especially the one of Public Relations, seems to be unknown and not so recognized and explored in Brazil, even though these professionals are trained to operate in different kinds of organizations. Because of that, it is important for the Public Relations to know the demands of the market he or she wants to work on. Therefore, an exploratory study was conducted in agencies in São José dos Campos, São Paulo. The project objectives are to identify the communicational demands from the communication agencies’ point of view, get to know the work field for Public Relations, verify if the professional attends the market demands and identify market needs in communication. The methodology used was: bibliographical search of theories concerning organizational communication, communication agencies and Public Relations; and a field research in five agencies that provide services related to organizational communication, for recognizing reality. The data obtained shows that organizational communication is a growing field and in which the Public Relation has much to contribute, but unawareness of the profession results in a small number of professionals working in the area

Relações públicas aplicadas à comunicação pública digital: conceitos, práticas e recomendações

The increasing amount of information about public management conveyed by government electronic portals in the internet has attracted the attention of scientific research, which has resulted in reviews of the contribution of such channels of public communication for the expansion of citizenship. It is the duty of the government to inform citizens effectively as well as using effective language to deal with different ways of relating with each public. Based on data collected in the official social media of state government during search for Scientific Initiation PIBIC/CNPq entitled “Digital Democracy and Social Networks: Analysis of Use of Internet by the Government of State of Sao Paulo” and official strategic manuals of the first industry this work of course completion has analyzed practices and recommendations of the area to contribute to the development of strategies of public communication

Relações públicas e impacto ticomia: um case de sucesso

El mercado de trabajo sigue cada día más selectivo, que promueve el aumento en el numero de vacancias y instituciones de enseñanza superior. Con el crecimiento de este mercado, también aumenta el número de nuevos profesionales, ayudando en el fomento de un nuevo y promisor mercado: las graduaciones. El crecimiento de las graduaciones se da principalmente en los últimos diez años, periodo en que Impacto Ticomia fue creada y desarrollada. La necesidad de un trabajo estructurado de comunicación en la empresa fue indispensable para la sobrevivencia en el mercado y para el éxito pretendido. El análisis de la comunicación estratégica de Impacto Ticomia fue hecha en la óptica de cuatro teorías esenciales de relaciones publicas propuesta por Gruning, por las cuales están la teoría organizacional, teoría de gerencia, teoría de comunicación y teoría de conflicto-resolución. En este análisis procura-se demonstrar el valor de las contribuciones del trabajo de las relaciones publicas para las organizaciones

O Olhar do relações públicas na criação de uma agência experimental de comunicação

This work has as main objective to discuss the participation of professional public relations in the environment of communications agencies, based on experience of creating an experimental agency to participate in the challenge Overtime, sponsored by RPjr (junior company relations public), UNESP Bauru. In this sense there is the search for understanding of how globalization is changing the characteristics of the capitalist market today, also changing the manner of organizations and what is expected of their employees. There is an analysis and contextualization of the emergence of communication agencies in Brazil and what are their types, their structures and mode of action. The figure of the public relations professional in this context appears to help the agencies, through their knowledge and tools to plan better and return to their edges that looks just forgotten several times, allowing them to promote strategic actions each time better and more objective, thereby improving their results

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

Sistemas de informação governamental para monitoramento e avaliação das políticas públicas: quadro de desafios e perspectivas de avanços

Governament organizations has as challenge for their governance the requirement ro improve evaluation system that measure the acting of their mediations and profefer for society informations about achievements. The text analyze the challenges and advances of evaluation tools for produce guidelines that could be inserted at context of decision-making from public agents. Thereunto informations must be reliable and real-time, creating vectors of haste for modernization of informational capacity of State as a whole.

O papel do relações públicas na cultura da convergência

In the globalized world of capitalism, the organizations need to reinvent themselves in order to conquer the attention of the consumers. The offer of similar products is huge and it is necessary to innovate so the consumer will pick yours. The storytelling comes as an auxiliary tool for this difficult task. The transmedia is a tool that will put the products in many different media platforms. The convergence culture exists to make the experience with the brand become closer. Sometimes the consumer dictates the rules; in other moments the producers take this function for themselves; nowadays, this relation occurs in terms of the intense interactivity with the consumer. Concerning the Public Relations professional, among the questions that remain, we can city: where does the professional of Public Relations fit itself inside this complex context? Which would be its functions amid this whirlpool of information in the convergence culture era? These are the questions that are going to guide this paper

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