O relações-públicas como gestor da Startup de uma agência de comunicação

This paper presents a new field for professional Public Relations: startups. And this new alignment brings context and typology with the business public relations as an entrepreneur and manager of a communications agency. This new type of business, startups, with accelerated growth characteristics and high-risk investments, and alternative becomes simultaneously an opportunity to undertake innovative projects up and turn into a business. In this sense, the work part of the mix of innovation and diffusion of new ideas, with the capacity of Public Relations professional to adapt and work with many different sectors. Considering this context, the study seeks, finds that public relations professionals become essential for mediating the process of scenario analysis for the deployment of startups, and can be very useful in the case of managers and initiators the agency itself as a startup company offering a strategic advantage by combining management and communication

A terceirização da comunicação: Uma reflexão sobre a realidade brasileira

Business communication, and in it inserted Public Relations, has evolved in the past few years, and after that, new forms to deal with it were arised and developed. Considering this premise, the study talks about the communication inside companies, pointing out the current trend of outsourcing this process. This paper is based in integrated communication, mainly stated by Margarida Kunsch, and in brazilian communication consulting data. Besides, a communication agency was chosen as a study case, which helped at information search for the issue, and as subject to discussion. The study tries to analyze the process of communication service, when executed by an outsourced firm, the pros and cons, from a Public Relations perspective

O prosumidor e as Relações Públicas na era da convergência midiática

This study supports the role of Public Relations within Organizations, inserted in the context of the media convergence age, in which all the medias complement each other and can be used together to achieve a given goal. The approach is exposed after reflection on consumers’ specificity and identity, in addition to an approach about media convergence age characteristics, such as collective intelligence, participatory culture and affective economy. Throughout this paper, it is also discussed the concept of Transmedia Storytelling and how consumers and communicators stories have become especially important in the convergence age. In this context, consumers are understood as prosumers, since they infer and influence brands, organizations or products, by using words. We showed that, because of those prosumers narratives, an organization may became susceptible to their image destruction in a short period of time or get more acceptance and profitability. Thus, Public Relations presents itself as a communication professional that can use several corporate strategies in the relationship between organizations and their different target audience

Entenda RP: campanha de difusão da profissão de Relações Públicas

The profession of public relations presents itself in Brazil currently as a profession in expansion. However, by it’s time of performance, it should already be instated and legitimatized by society like other areas that even though appeared later, are already known and understood. Therefore, this project intends to seek for answers about the current situation, analyzing since it’s appearance in Brazil until now a days. With this analysis of the whole historic trajectory it is possible to understand the many movements that occur today in the area of public relations that are constantly searching for a legitimating and valued profession. However in this context surfaces a paradox: How to value something that is not known? So this project starts up again a campaign of divulgation of public relations promoted by the ABRP (Brazilian Association of Public Relations), now on the internet using the social networks, seeking to have a wider audience, interaction and reach. By this campaign it is possible to show to different publics the existence and relevance of the profession in the Brazilian context in objective and practice way making it more comprehensible in Brazil

Governança corporativa no setor público: a comunicação pública no processo democrático

This work aims at the debate about the role of professional public relations practices in the Public Sector Governance, building concepts through policies to encourage public communication. The democratic regime in place in most national states gave up the struggle of social actors in the quest for greater participation and representation in public policy decisions. The communication processes established in the state-society relationship is not limited to the dissemination of information but should lead the public involvement in changing social reality. And public relations are responsible for the mediation in the dialectic of communication between governments and governed

RP a partir do pensamento empreendedor: evento como consolidação de Startup

Understanding the global context that holds the organizations today, this work goes on the characteristics that can be used to descript the enterprising mind, walking through the “startup” concept in its essence and observing how the Public Relations professional acts in this field. Then, the paper begins the experience report about Indigo, a real startup, making an observation of the cultural reality that motivated its creation and some of the first processes, coming to the definition of an “enterprising startup”. Seeking consolidation of the enterprise, the Public Relations planning comes up, leading to an event that not only reach the main goal, but also generate financial goods and innovates the cultural scene

Gestão de marcas e relações públicas: o papel da propaganda de relações públicas na construção e manutenção da imagem institucional

The main purpose of this study is to promote reflection about the relevance of institutional propaganda as a tool of public relations and as a component of brand management. Concepts relevant to the design of this propaganda as Peirce’s semiotics, the storytelling, DNA corporate, identity and corporate culture were also outlined. A study was conducted to illustrate the work on the business management of JM Empilhadeiras, brand management and global institutional first campaign image building of Hyundai, the “Live Brilliant”

Comunicação no terceiro setor: novos paradigmas para transformação social

This study is the result of a bibliographical research on the performance of the Third Sector in the current society. From references the study tried to locate the sprouting of the Third Sector in the international scene, whit the bankruptcy of welfare state, until its insertion in the Brazilian scene. Following this historical context, the paper of Communitarian Communication, Social Marketing and Communitarian Public Relations is discussed the importance of the communication of this Sector. Moreover, it has the effort of making one brief conceptualization and definition of the present terms. Working whit the concepts of Communitarian Communication and Communitarian Public Relations the study tried to focus the importance of creating a bond whit the development of a new educational model. Finally, the relation and the paper of the Communication in the construction of a new conception of citizenship was discussed. The hypothesis that crossed this study with respect to the potentialities of the Third Sector are considered an answer to the current social economic and political questions. Confiding, thus, a dynamic and stimulating field for the professional of Public Relations that, opposing what some studies had tries to show, are not necessarily the service of the market or private interests, but can collaborate whit its expertise to help to rescues the ethical values capable to change the life into a more solidary society

O Relações Públicas como agente fundamental para a implantação de um Programa de Marketing de Relacionamento

This work of course conclusion aim to do the elaboration of a model of implantation of a Program of Relationship Marketing in an organization of visual communication in Bauru, São Paulo. The bibliographical revision evidences the evolution of the marketing in accordance with the necessities of each period, as well as the evolution of the profession of Public Relations that throughout the time accumulated many functions. Therefore, to implant the Relationship Marketing is necessary that the marketing may be faced as an enterprise philosophy, so that all workers have the focus in the customer’s satisfaction. The proposal of implantation of a Program of Relationship Marketing is validated by a basic agent, the Public Relations, who is able to work integrated with the Marketing Department to manage the process completely. The proposal elaborated is personalized, at the same time, is made having as base a previous diagnosis and an analysis of 3 Puts of the organization, so that, do a strategical planning of implantation of this new culture focused in the customer, based in the relationship

O processo de construção das identidades no ambiente universitário: um estudo de caso sobre o relações-públicas

It is intended, by using the theoretical frameworks of Cultural Anthropology and Social Sciences, determine how to process social relations as a result of identity processes in the university environment. The study shows relevance in the field of Anthropology and Public Relations as it undertakes to identify issues that may guide the actions and perceptions of society and the professionals themselves regarding the activity, in addition to showing a socio-historical overview of the profession. Thus, it can contribute both in the scientific realm , revealing the identity of Public Relations through anthropological knowledge, as in the social sphere, providing the public relations have a broader horizon in relation to their activity and their recognition in the social context , allowing develop identity strategies and contributing to the profession will become even more important for individuals and organizations that make up society

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

Cidadão em sintonia participativa: uma perspectiva para as Relações Públicas

In contemporary times, to which the media is centralized in the hands of a few, it is necessary to understand and discuss its democratization. In this situation it surges a theory that is still maturing, Communication Public, which reflects the communication by the optic of citizen participation. In this sense, the research has as objective the reflection about democracy, the centrality and conglomeration media in society and what is affecting public broadcast organizations. So has too the intention to defend the performance of professional public relations in this context, due to its humanistic and strategic characteristic. Through literature review, observation of programming of Radio FM UNESP Bauru and interviews with employees, it is perceived that the vehicle radio for its intrinsic characteristics has great potential democratization, when this character in public can promote citizenship. There was also observed the demand for professional public relations, assisting the organization to recognize themselves as a social institution, defining its mission, its goals, its vision and policies, with objective to make two-way symmetrical communication to the public

Relações Públicas e as ferramentas de análise das Mídias Sociais: uma parceria de sucesso

This paper aims to analyze the social media monitoring as a specific instrument of Public Relations. Indeed, in the current context this is the most suitable professional to establish the relationship between organizations and their online audiences. Its function is to be manager of communications, mediating and instituting relationships, caring image and reputation of the organization and conducting strategic planning. This case study sought to monitor the Virada Cultural de Bauru through social media's own audience. For this purpose, two types of free tools - Socialmention and Topsy - sustained the diagnosis that turned data into information to be used by this professional communication. The balance shows the power of social media and how they are able to reflect the wishes of consumers, providing often the necessary tools for an efficient communication

Relações públicas e educação corporativa: um estudo multicasos

In scenery where the information and the knowledge are acquiring more and more importance, the corporations are looking for alternatives to remain themselves competitive in the market, once the competition happens globally. The current work presents, through bibliographic research and multicases studies, one possibility for the organizations that wishes to increase their competitiveness and look into the participation of the Public Relations professional in the development of Corporative Education programs aiming (at) the continuing education of a very important audience for the organizations, the intern one Through courses and trainings that can happen by presence or remote way, the Corporative Educational programs have as target developing of the critical competence to the organizations, aiming to solve internal problems and reach the best position against competitors. This work is aimed to present how the Public Relation professional can act like a facilitator agent for the education of the intern public of the companies through the Corporative Education. The courses offered through these programs aim to keep the professional always updated, besides to disseminate the values, culture and company’s legacy. At this point, the participation of the Public Relations is appointed to a possibility to strengthen the organization’s internal communication and promote a larger engagement and participation of the employees

A Gestão de Relações Públicas em culturas organizacionais conflituosas: caso AB InBev

Cultural clashes are part of the intercultural relationships, and especially in the organizations, they cause differences interfering in the process of sharing experiences, expertise and coexistence. This study outlines some communicational actions, built to improve the management of intercultural relations in organizations. This study also is related to the sharing and discussions on the communication planning process and its importance in intercultural differences detained and promoting interfaces between public of “different worlds”. The discussion is supported by theoretical theory of organizations and organizational culture in order to demonstrate a number of aspects related to this subject, which are directly accustomed to public relations activities. It also presents an analysis of the multinational AB InBev, in order to illustrate the process of knowledge and relationships that is built through the construction of the meaning in intercultural environments, as is the case of this organization