Renovando o mundo: cura através da união na diversidade : um plano de comunicação para o pacto mundial consciente

The perception of modern society regarding the nature and indigenous peoples came to be shaped in the sixteenth and seventeenth centuries, with two major events, the invasion of Europeans in America and the scientific revolution. These events symbolize the cultural overlap and European thinking about the rest of the world. The current scenario is industrialism, consumism and cultural standardization driven by Cartesian thought. This work demonstrates, through literature research and data analysis, that this dominant model has caused the crisis of modernity, focusing especially on the environmental crisis that threatens human life. The solutions are present in the modern society the knowledge of indigenous peoples that is inherently ecological and sustainable by tradition. From the union of diverse cultures and knowledge dialog you can find solutions for today's problems and provide a renewal of relationships between modern society, indigenous peoples and nature. The World Conscious Pact presents this proposal which can be increased through public relations strategies in order to reconnect the man-nature bond, generating critical behavior with respect to the current dominant system and motivate society to adopt truly ecological postures. For this it is necessary to rescue the Earth image as a mother

Marketing 3.0: a sinergia entre marketing e as relações públicas

This paper aims to discuss the influence of the Public Relations professional in the current market environment, where the client's relationship with the organization is visibly marked by greater freedom of the latter in the decision of buying. The importance of the work and vision of this professional can be observed trough the paths marketing area had been taking, like the appearance of Marketing 3.0. In this paper the intention is to study the paths who lead to the convergence of both areas and in what way both professionals can allied their knowledge aiming to succeed in the market, without ignoring the fact that the results will be better and better the more genuine is the philosophy of respect for the client practiced by the organization and its employees

Competências em relações públicas: qualidades profissionais para atuação em comunicação pública

The professional skills desirable to graduates in public relations are defined by many authors of scientific specialized literature, and are continually developed throughout the academic life of the PR student. There are many opportunities of learning aspects such as professional behavior, responsibilities and challenges in the activity's various branches. The field of public communication has particularities that must be respected in order to have an effective communication process with quality and focused vision for citizenship building. This paper examines the specificities of public communication in Brazil, characterized by innovations of the right to information on public social policies, and offers a contribution to the characterization of the necessary skills and abilities of the communicator of this field in the contemporary scenario

Internacionalização organizacional e cultura: as relações públicas no processo interno de mudança

The ever more interconnected and competitive markets have contributed to the increase in the number of companies seeking mergers and acquisitions, as they undergo significant cultural dimensions that can influence the success of an organization. This study analyses how the process of change can happen, considering the importance of culture, the complexities of the internal public and the interaction between professionals, with the aid of Public Relations. The analysis is grounded on theoretical principles concerning intercultural communication and the role of the professional as a manager of communicational barriers. It also recommends the application of storytelling as an organizational strategy in order to mediate potentially conflicting changes that could be facilitated with the work of Public Relations

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 e coolhunting: os caçadores de tendências sob o olhar das relações públicas

The anticipation of trends has become vital in today's market due to the shortening of product life cycle. For this reason, the organizations need to be alert to ongoing changes so as to satisfy the consumer market. Given the current profile of these consumers, the reducing of the products life cycle and the transformations of cultural and social aspects, has developed the coolhunting research that uses different processes from those used by traditional trends research and focuses the analysis in the young public. This work investigates the characteristics of this new research proposal in the contemporary society and your rise in the coming years, In addition to relating the work of Public Relations in this innovative proposal

O luxo, as mulheres e as relações públicas: entendendo o consumo de valores

This work aims to study the luxury and discuss their applications in business, through the vision of a public relations professional. The author believes that luxury is based on high product quality at all stages that involve the co nsumption of this, and public relations professional is able to show how to use because it is trained to recognize and communicate with the most different audiences. Therefore, understanding the concept of luxury not only as a market, but guiding values in contemporary society, and from this concept of questioning, seeking to apply it, becomes, as proposed in this paper, a goal for any company want to keep the market through customer acquisition

Relações públicas e web 2.0: a manutenção do relacionamento entre artista e público pela internet

The objective of this study is a explanation about the action possibilities of the Public Relations professional as a manager of communication between the musical celebrity and his publics. For this purpose, a bibliographical research was made about Internet question like his history, the evolution of Web 2.0 and even about different kinds of virtualization, introducing with interactivity. Other researches was been made like social culture topics and even the studies of Public Relations actions in the artistic scene, acting like a manager of different publics relationships in the virtual contacts. A study case with the virtual communication tools employed in the career of Hugo e Tiago, one of the country artists in Brazil, is also in this studies. Otherwise, the study explains about the different ways of Public Relations actions, his upgrades along with the new communication tools and his new types of making relations with more and more different publics. Working with new strategies and keeping his objectives in the organization and public relationship, Public Relations brands a new vision to this type of communication professional, who becomes even more important in the actual organizations scenario

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.

Por uma práxis da comunicação na formação de um comunicador comunicólogo

What is the place of theory in the field of communication? From this epistemological inquiry, this paper examines the tensions and connections between theory and practice in the discipline of Communication. It discusses the segmentation of Undergraduate courses of Communication in Journalism, Public Relations, Advertising, and Radio and the emphasis on technical and vocational training that occurs in the communicator’s education. It discusses some components of the new curriculum guidelines of the course of Journalism and articulates this segmentation with the Postgraduate area. The paper also discusses the deduction and induction movements in the construction of the area’s knowledge and advocates a dialectical examination of the relationship between science and experience, theory and practice, leading to a praxis of communication.

A interculturalidade no ensino-aprendizagem em relações públicas: contribuições a partir de uma parceria internacional

This paper presents the aspects of an intercultural experience relative to the international partnership of teachingapprenticeship in public relations between the São Paulo State University (Brazil) and the University of Sevilla (Spain). The purpose is of reflecting on the interculturality and its importance for the graduation in public relations, presenting results of this academic experience. To this end, we seek to describe the partnership, discuss the influences of this teachingapprenticeship process and its intercultural experience.

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.

A comunicação pública a favor da democratização da universidade pública: o caso UFABC nas escolas

The communication in public institutions has mediating character to strengthen the commitment to the citizens and creating channels aimed at high-quality information and transparency. This article deals with public communication, marked by public relations actions in the context of the federal public university through the project called “UFABC in Schools”, Federal University of ABC . The project objectives are to promote the policy of quotas established by the Federal Government and strengthen the relationship with high school students from public schools located in the ABC Paulista region.

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

O marketing de experiência e o novo consumidor: um estudo bibliográfico

This study aims to elucidate the marketing experience and to show the fundamental role that strategic communication plays as a tool for approaching the target audience and for consolidating a brand. The necessity for differentiation and innovation increases with market competition, standardization of products and services and with a customer more demanding and careful, leading the sensorial experiences to a trend of communication capable of bringing closer the relation between consumer and brand. From a bibliography research, marketing concepts, public relations and marketing experience are studied, presenting national and international cases of success in the retail industry. The study focuses on the comprehension of actions that leads to experiences in the market environment