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