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”

Implicações sobre o trabalho coletivo, relações de poder na escola e valorização / desvalorização docente

As questões dessa pesquisa se delinearam a partir de uma outra, sobre a construção do Projeto Pedagógico (Dias e Tuppy, 2010), cujo levantamento preliminar aponta para os temas acima apontados, quais sejam: trabalho coletivo, relações de poder e mecanismos de valorização profissional no âmbito da instituição escolar, a que chamaremos de categorias de análise. O trabalho coletivo é o mecanismo vital para o êxito da vida escolar, e vê-se a necessidade de olhar quais os mecanismos dessa prática. As relações de poder na escola podem ser vistas de diversos ângulos, e será outro componente da pesquisa. A desvalorização e valorização docente que se vincula a ideologias, a visões da sociedade, e até as questões de gênero. No trabalho preliminar realizado no âmbito daquela pesquisa, por 10 pesquisadores, em 53 escolas de uma Rede Municipal de Ensino, tais categorias aparecem de forma recorrente nas discussões realizadas com os profissionais das diferentes escolas, apontando para o fato de que tais temas tem prevalência no cotidiano escolar, implicando a necessidade de um estudo mais acurado sobre eles. Nesse sentido, a presente pesquisa, buscará elementos que forneçam aporte teórico à parte das discussões que serão encaminhadas por aquele estudo. Recorreremos, assim, ao levantamento de trabalhos, cuja temática estabeleça relação com as categorias de análise aqui definidas. Com os objetivos de buscar aporte teórico para discussão do cotidiano escolar, levantar trabalhos científicos que tratem das seguintes temáticas: trabalho coletivo, relações de poder e mecanismos de valorização profissional no âmbito da instituição. Para elaboração deste trabalho será realizada uma pesquisa de natureza qualitativa, através de levantamento e análise bibliográfica, a fim de mapear e analisar a produção científica sobre os temas propostos. Tendo já delimitado o tema, faz-se necessário a busca por bibliografia

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

Entre o convencer e vencer: estudo sobre as relações entre políticas de subjetivação e ideologia

Neste estudo desenvolvemos uma análise das relações entre a ideologia e as políticas de subjetivação na sociedade moderna através do rastreamento de marcas discursivas em peças publicitárias próprias das práticas de governo vinculadas ao autoritarismo. O corpus da pesquisa se delimita no diálogo com os registros que chegaram até nós por meio dos esforços de Victor Klempere, em seu livro “A linguagem do terceiro Reich”. Este autor nos coloca em contato com propagandas utilizadas na imprensa escrita e falada. Por meio da Análise do Discurso discutimos o sentido de “convencer”, enquanto recurso de argumentação e cartografamos os recursos simbólicos utilizados nas estratégias de “vencer” sobre o público alvo das propagandas políticas. Queremos observar as marcas dos processos de subjetivação que acompanham os deslizamentos das práticas políticas de convencimento para o exercício da violência concentrada nos termos daquilo que se expressou como um ato de “vencer” pela força física. Que processos de subjetivação se consolidam sob o jugo da força colocada em exercício por formas autoritárias de governos sobre os cidadãos? Como estas marcas reverberam em nossos corpos e limitam as possibilidades de expressão da vida? Estas são as nossas perguntas que nos acompanharam nas leituras, no trabalho do pensamento e da escrita.

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 entre os acidentes de trânsito e a precipitação na área urbana de Rio Claro (SP)

Traffic accidents are considered a concern for both public agencies and for researchers that are seeking alternatives to reduce the number of deaths and incidents. Thus, the aim of this work was to compile a database of traffic accidents recorded for the 2° Sub-Grouping of the Fire Department of the city of Rio Claro (SP) during the years 2008 to 2010 and related to rain. The result allowed profiling of traffic accidents, recognize critical areas and correlate the rain as an interference factor in the occurrence of traffic accidents in Rio Claro (SP)

Um estudo de caso sobre a organização escolar e as relações interpessoais dentro do âmbito educacional

Violence and school organization are always current issues. And to investigate these two issues, the present study was carried within a public school in the city for being considered a model of educative institution. The analysis focused on finding out why some institutions are considered good and others not and also to explain how these good relations within the school studied. Therefore, we first observed the school in its stages: entry and exit of students, breaks and classroom activities. Then consult the official documents, such as the Management Plan, Rules, Standards, among others. And finally we interviewed staff, targeting participants in the educational process (principal, teacher, staff, students). Facing this data we verified that a good relationship is needed on the beliefs and the search for a favorable environment is the aim for everyone, especially regarding to teaching-learning processes of a student, that is: teamwork. And as every institution has its flaws, we nee greater participation, especially of what we call school community (parents and relatives).

Educação física e meio ambiente: algumas relações possíveis

The matter Environmental, some years ago, is gaining increasing importance in society. Considering this relevance, which connections can be built between Physical Education and the Environment? What concepts can serve as a basis for developing a method that makes possible rapprochement between these two topics? Therefore, this study aims to assess and implement physical education classes aggregating environmental matters in the context of bodily practices in order to build values and cause people to think more about this matter much discussed today. The methodology used in this study is a qualitative. The study was applied to class of 5° year of Physical Education of Elementary School from a state school in the municipality of Araraquara-SP. As a tool of analysis was used, all materials produced by the students throughout the process, taking into account the development and their participation during classes. Students understand some matters relating bodily practices and environment. It can be concluded although indiscipline was present from beginning to end of classes, students comply with expectations

Rafard (SP) e a cultura da cana-de-açúcar: considerações sobre a urbanização e as relações sociais

We intend to expose this paper a brief review about the social factors that include the capitalist system. Having the city of Rafard as our focus of study, we are going to analyze how agribusiness and migration have great political significance in this small town, and still are determining factors for socio-cultural training of its citizens, as well the formation and economic development of their own city. We are going to observe how a town with only 8.599 inhabitants is subjected to the laws dictated by capital through the interference of a large sugarcane agro industrial production unit present in its territory

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

Gestos, expressões e emoções: quando a linguagem corporal permeia as relações públicas

De quanto vale um pequeno gesto, um sorriso, um olhar? São estes detalhes que nascem da linguagem corporal é que estarão presentes neste trabalho. Este projeto foi construído a partir do desejo de se provar que a mensagem presente sob as palavras tem um grande e belo papel para o diálogo e as relações humanas. É com esse propósito que, inicialmente, buscaremos o homem na raiz de sua linguagem, numa trajetória cultural e evolutiva das expressões e da utilização do corpo humano nos rituais de interação. Aos poucos, este mesmo homem se descobre um ser simbólico, com sua capacidade de interpretar símbolos e sinais por meio de um mundo de representações, que fez com que o ser humano procurasse sair da solidão em busca da formação de comunidades. Neste momento, o corpo marca importante papel comunicativo, já que exerce sua função unificadora nas variadas dimensões interpessoais. A partir dessa particularidade, buscaremos o homem imerso na coletividade das organizações, comunicando seus estados emocionais e fazendo uso do não-verbal para reeducar o seu comportamento como trabalhador, mas principalmente, como homem. Este trabalho propõe, assim, analisar a importância de dimensões esquecidas da comunicação que permeiam a percepção dos sentidos, dos afetos, das emoções e da cordialidade entre os sujeitos. Neste sentido, o profissional de Relações Públicas quer fomentar em si – e no outro – o desejo de resgatar valores adquiridos ao longo da história humana, para se fazer presente como sujeito e compreender o outro, de corpo, alma e em todas as suas dimensões