Relações públicas em uma nova perspectiva de atuação: empresas start-up

This paper presents a new playing field for the public relations professional: the start-ups. This new company, with characteristics of fast growth and high-risk investments, becomes an alternative and, at the same time, opportunity for innovative projects that turns from theory into real business, product or service. This way, the work starts on the context of innovation and spread of new ideas, so people can understand the importance of the promotion and study of new ways to market. Faced with this context, public relations professionals are becoming essential in the mediating process of scenario analysis for the implantation of start-ups, as well as the communication of innovation and insight in this new business environment