O uso da Lei Rouanet como ferramenta produtiva em um plano de comunicação

The Rouanet law is a tax incentive law that allows companies to invest up to 4% of their taxes - based on actual profit - in sponsoring cultural projects previously approved by the Ministry of Culture. By sponsoring these projects, companies can have their name attached to them and, consequently, strengthening their brand and increase its visibility in the market. Whereas this project is aligned to the company vision, its image will be strengthened and the sales will increase. Large companies use the Rouanet Law to sponsor cultural events and have very strong names in the Brazilian market, perhaps worldwide. Examples: Petrobras, Banco do Brasil, Banco Bradesco, BNDES, Usiminas, Vale, among others. The Public Relations professional, who’s responsible for internal and external communication of a company, can use it as a differential of his work, expanding the company's profits with minimum investments, aligning the company's vision to actual practices and using the sponsorship as an agent capable of strengthen its social responsibility and, due to that, to increase the trust of its target audience. This study will address the theoretical and practical aspects of the Rouanet Law and of the public relations professionals, beyond mentioning examples on the subject, with special attention to Petrobras, the largest sponsor of cultural projects in Brazil. The greatest problem of the Rouanet Law is the fact that its sponsored projects are mostly concentrated in the Southeast, specifically in the Rio - São Paulo region. The more popular the Act become, for most places it will spread and Brazil may, after some time, become a world reference in the Cultural point

Definição de públicos na gestão de relacionamentos de instituição privada de ensino superior

This paper aims to provide guidelines for the development of communication strategies and relationship to a Private Institution of Higher Education (PIHE), having as initial activity of this process the definition and distinction of its various stakeholders. Currently, it has become necessary due to changes the scene of higher education has been through. In general, competition is greater, the demands of customers increased, causing the university management to take new directions in order to plan the activities in the most possible professional way. The study enables the public to identify needs and preferences of each group, allowing the creation of communication strategies and more targeted and relationships more prosperous and sustainable, making them competitive advantages in the midst of this tumultuous contemporary educational context. Therefore, it was developed a study of public interest of Faculdades Integradas de Bauru - FIB - coupled with the development of a field research, exploratory and descriptive to get subsidies for a project relationship for the various stakeholders of the institution

Reclamações e gestão de crise sob a ótica das relações públicas: um estudo da empresa Wet'n Wild São Paulo

For the last few decades the relationship between companies and their market has been changing, driven by economic and political changes, new social demand, and by the technologic evolution. This new setting, combined with the creation of laws and regulatory agencies, increased the complexity of the relationship between companies and their customers, creating the need for strategies capable of handling the contemporary market's relationship. This context creates the need for new actions to deal with post-sale costume care to create customer loyalty and evaluate its overall satisfaction, in addition to treating possible complaints about their products and services. Along with the new customer's requirements in a dynamic communicational scenario, this paper addresses public relations' role in managing customer's complaints in light of crisis management. Based on the concepts of public relations, the approach of crisis and complaints management processes is constructed based on literature review and analysis of Wet'n Wild São Paulo's claims management. Therefore, the method used was document and content analysis based on documents provided by the company in order to evaluate their actions based on the concepts covered

A internet e os públicos empresariais: manual prático de relações públicas na grande rede

The ease and convenience provided by the Internet allow for the communication between the organization and its stakeholders to become rapid and effective. This fact can be good both for the organization and for the public. Keeping this in sight, the Internet as a public relations tool for communication between the organization and its stakeholders is the theme discussed throughout this study. Through bibliographic and exploratory research, this paper aims at pointing at effective tools afforded by the Internet that can be used by Public Relations. These tools can promote the relationship between organizations and its publics inserted on the Internet. In this way, the organization can influence publics in its favor. The present work investigates what strategies the Internet can contribute significantly to the field of Communication despite the fact that it is not able to completely replace traditional media

Desafios da comunicação na gestão da sustentabilidade ambiental das organizações contemporâneas

The present production aims to approach environmental sustainability and communication to demonstrate that the public relations´s professional is capable of legitimation process´s assistance of ethics and coherent speechs and capable of sense´s construction´s assistance for environmental sustainability on contemporary organizations. This position shows that organization´s consistent speechs are connected with its institutional mission and effort besides, it is value and sensitive to interested parts that emphasis the environmental preservation and environmental project´s introduction, integrating organization with community. On this context it is constructed a discussion about Sustainability Report´s content and guidelines used for sustainability reporting framework, as where as main environmental organizational activities, analyzing three different companies and its respective Sustainability Reports on 2009. Thereby, it is pointed out relevance of efficient communication which deal with opposite interests between organizations and its stakeholders so that public relations focus on strategic management trying to include negotiation, dialogue, transparency and ethics to line up both interests

Relações públicas 2.0: um olhar sobre o twitter corporativo

This project analyses in theory the transformations that have occurred in the information society in the range of the organizational communication, developing the internet historical trajectory as a technology of transformation. We highlight the cyber culture study as a cultural expression that emerges with the current society needs, observed by an optic that focuses on digital communication, emphasizing the digital environment as a space for information trade, in the interior premise of communication: the relationship. The organizations will be approached in the project through a channel for communication, in the digital range, besides the traditional forms. In regards to the enterprises we will study in depth the consumer of this society of consumerism, with a special look at the generation Y, deeply inserted in this virtual context, describing the current type of consumption, mainly the relations of consumption with the social medias. After this transforming process in which individuals are inserted in the digital environment we intend to focus in the corporate digital communication, analyzing the organizational digital communication in the contemporary society. We emphasize the theories of Public Relations, one of the main activities, able to do planning, to put together and execute the strategies that will be used in the social medias as a form of corporate digital communication. We explicit Twitter as a tool of the corporate digital communication, because it reaffirms the theories described throughout the research as one of the most essential social media to turn loyal the relationship between the consumer and the organization in real time, as an example is the organization “camisetaria” that became a success case in the social medias; we detail the participation of the company on Twitter and the reach of this network through it’s strategies in the corporate digital communication

Relações Públicas: a importância das relações humanas

This monograph has as objective to study the human relations and the Public Relations in the contemporary time in witch the new technologies of the information got closer to the various existent cultures, but who make of the informative society of the global era, the expansion of the capital and of the culture of the more value. Man kind is backing away from the human relations, because the social interactions in the global world are done by objects such as the television, the internet and the telephone in witch cases the subjectivity and the human contact are traded for the informative quantity, because man kind doesn’t have anymore time to think, reflect and to exchange information. Man kind isolates itself and fills it’s subjective emptiness with the products offered by the neoliberal capitalism. The public relations in the organizations seek the human values created from a complex network of social interactions in all the heterogeneous of the organization. Through the communication the public relations tries to manage the relationships with the dialogical communication, between the public-organization, to harmonize the conflicting differences of the organizational environment. Thus, the public relations has to assume the roll of the information manager, and administrator of the human relations in this new global world, informative and that functions from the capital

Comunicação interna e gestão de pessoas: um olhar para as relações humanas nas organizações

The main purpose of this study is to show how internal communication can be allied to people management in the process of transformation of the organizations. It is known that the advent of new technologies and the information age, consequences of globalization, are provoking deep transformations in organizations and reaching people too. This way there is the human and the social issue that goes beyond the race for profit. The new forms of management are becoming increasingly concerned with the value of human being and communication professionals, more specifically public relations, can facilitate processes and significantly improve the relationships towards positive results

Relações públicas e reputação online: gerenciamento de crise no site americanas.com

The growing need for organizations to make themselves present on the Internet, the study aimed to demonstrate the importance of public relations activity in crisis management and analysis of the crisis in Americanas.com site. It also aims to analyze the electronic scene, highlighting their implications for consumer relations in e-commerce. In addition, as a consequence of conflicts, settles a loss situation, financial and reputation. A crisis begins with planning and communication failures, it is clear that public relations is essential in business today, as interest in integrating their knowledge and opinions, and maintaining a global view of the environment in which it operates. The case study analysis provided confirmation that the public relations face a growing market, which requires qualified and updated to do crisis management, especially in the online environment

Relações públicas e mídias sociais: o desafio de construir relacionamentos na era da hiperconexão

This proposed project is to analyze the strategies for building and maintaining relationships, as well as the possibilities of intervention of the public relations in the virtual world. For this purpose, we used the multicase study of beer brands - Devassa, Nova Schin, Heineken, Skol and Brahma - to verify their roles in the communication process in their social media channels. Analyses were based on communication theories covering concepts such as the Excellence in Public Relations, the questioning about the definition of public flashing and discussion about the processes of interaction mediated by the Internet. The evaluation of the channels covered the period of 30 days and that the end of the checks it was found that most brands promote specific actions with surface interconnections between media channels, referring only to the effectiveness of social networks like Twitter, Facebook and Orkut in order to consolidate of relationships

A noção de festa nas relações públicas: a comunicação comunitária na Feira da Vila Madalena

This paper aims to review the concept of Festival in the area of Public Relations and discuss about it according to the Classical Anthropology, Urban Anthropology and Public Relations theories, by their main exponents Emile Durkhein, Rita Amaral, Roberto Damatta and Joseph Guilherme Magnani, Waldemar Kunsch, Margarida Kunsch, Cicilia Peruzzo, Rennan Mafra and Márcio Simeone. The 33rd Vila Madalena Fair, a craft fair that takes place once a year in São Paulo, was chosen as a case study to provide this research with an empirical dimension. The Fair emerged as a result of the neighborhood residents and merchants´ mobilization in the late 70's and until today, has been responsible for the re-updating and the strengthening of the neighborhood identity. Thus, the proposal is to evaluate the possibilities of the Festival performance as a favorable strategy to sociability, to the strengthening and the re-updating the symbolic representations of a community

Branding, Storytelling e Relações Públicas: as histórias estabelecendo relacionamentos entre marcas e consumidores

This paper related the concepts of Branding and Storytelling with the purpose to demonstrate how stories can help the mark set up a solid relationship with their public. As we speak of a relation that involves communication processes, the ideas conveyed in this paper seek demonstrate to the professionals in this area, in especial way, the public relations, that the Storytelling could be a very important tool to the process of management of the mark. Before it get into this point, some characteristic and changes of the society and of the cosumers, to evidence news challenges that up-to-dates organizations have to face. After present this context, it moves in the direction of the understanding of the concepts of mark and branding, related those with the activities of the public relations. The marks are introduced in this paper as icons that have a virtual memory able to transmit emotional burden and meanings for the consumers. To finilize this, it introduces the concept of Storytelling and you’re applicability in the organizations, especially in branding process. Your contribution is very important as we see in the stories that are able to get the attention of many

Comunicação pública e acesso à cultura: um estudo de caso da Oficina Cultural Glauco Pinto de Moraes sob a ótica das Relações Públicas

This study examined how public relations can work through the implementation of tools for public communication, to seek to ensure a citizen of their rights: access to culture. We chose as case study Oficina Cultural Glauco Pintio de Moraes, located in Bauru (SP), an instrument of policy implementation for the Sao Paulo area, to discuss how the actions are carried out to the community as a whole. We analyzed data pertaining to the activities offered by the workshop and suggested actions for communication and relationship with its public workshop to happen more efficiently

As relações públicas na ambiência da comunicação móvel digital: o QR code como estratégia de comunicação

The internet as well as all technologies arising from it are transforming and changing socially and economically, the forms of relationships between people and organizations. The environment of digital mobile communication is on the rise, allowing more communication strategies in public relations to be enhanced, in order to allow effective dialogue, relationship and interaction between organizations and their stakeholders. Accordingly, the purpose of this paper is to analyze digital communications, especially a locative media tool that has been gaining ground in communication activities: Quick Response Code. So in addition to conceptualize and contextualize it, one tried to map out various campaigns, both national and international, who made use of the QR Code, highlighting the strategic role that this tool can have in Integrated PR planning, in order to create visibility and to establish effective and lasting relationships with the brand / organization

Eu posto, tu compartilhas, ele curte: relações Públicas para as novas redes de influência nas mídias sociais

The web has emerged as an important media. For the first time, people are highly connected, and users start to have lots of possibilities for expression and collaboration. Internet users contribute more and more to influence the preferences of your contact network. Organizations are beginning to discover that the power of influence networks is becoming more efficient than traditional marketing: people believe in what other people say, peers believe in peers. There is a new actor who builds preferences, who is constantly active in communication: the customer who narrates, on social networks, his experiences with a product, and makes his contacts become loyal customers or the most ardent critics of an organization. Transforming followers into disseminators is one of the biggest challenges of organizations in social media. Because of this, more and more companies have to plan communication strategies based in what customers think, desire, understand and discuss in these new places