Marketing de relacionamento e relações públicas: uma aplicação no serviço de pós-venda da Embraer Executive Jets

The present study aims to investigate the interrelationship between the Relationship Marketing and Public Relations areas, high lighting its strategic value. The main goal is to discuss how the public relations professional can manage the customer loyalty by improving the after-sales services provided, applying it to a specific market such as business a viation. To establish the foundation to support the hypotheses, a revision of the subject literature was made, seeking to break down the barriers between marketing-mainly of relationship and public relations knowledge fields. A consult of the relevant literature was a continuous activity throughout the work. Divided into three chapters, the two first ones of fundamentals concepts, presents an after-sales services scenario, emphasizing the importance of the relationship and the definition of audiences in this area, in addition to a detailed description of the luxury market, a business aviation reality. The third chapter ends the discussion with a relationship proposal for Embraer Executive Jets, through actions based on the studied concepts. By gathering ideas and reflecting about the subject, using them to develop the proposal, a conclusion was resulted: the public relations professional is prepared and essential to build an effective after-sales relationship, since it's concerned about the communication excellence and knows the audiences significance in this process

O “valor” da mensuração de resultados para as relações públicas estratégicas

This paper has as purpose the demonstration of the importance to measure the results of the communication acts for the strategic public relations, by the reflection and theoretical intakes. The term strategic is very in focus nowadays, in all the areas of expertise, and it presupposes the evaluation of results as an essential part of the planning. Because of that, in addition to the survey of the concepts and bibliographical studies area, it is present an analysis of the strategic public relations specifically on this process. And a case that completes the discussion about the organizations’ concern in relation to the quality of relationships established between them and their audiences, the predominant factor for the effectiveness of communication

Relações Públicas pela sustentabilidade: o profissional dentro das organizações

This research has the purpose of highlighting one of the acting areas of the public relations' professional, ensuring that he has enough competence to develop his work within an organization, implementing actions and programs in pursuit of a sustainable growth. The study starts with an analysis of the organizations and their communication process to further expand the understanding of the concept of sustainable development and finally addressing the role of public relations and the scenario organizational that it is envolved. In the globalized world we live in, our relationships are mediated by the capitalism: economic system that is concerned with the higher production seeking only profits. Thus, some organizations - acting in accordance with this model, end up don't caring about the environment around them, using it only like an instrument for achieving their goals. However, because this type of action, the contemporary society is facing serious environmental problems, fact that arouses the attention of civil society members and international organs, concerned to combine progress with sustainable development. The public relations' professional, concerned about the concretization of a concept and favorable institutional identities, besides the obvious envolvement with environment, can act in defense of this, implementing policies and campaigns ecologically correct for sustainability

Relações públicas e eventos: um estudo sobre o Intercom Sudeste 2013

Based on the theoretical concepts about events, public relations and leadership, this work was developed with the aim of presenting in practical way the role of Public Relations professional in organizing events, checking his role as articulator of public interest in the cultivation of relationships. With definitions and characterization this study proposes legitimize the powers of the Public Relations event management. Beside this, the study aims to emphasize the exercise of leadership in management teams as one of the main points in the development of an event. So, the case of study develops a field research on the work of the infrastructure committee of the Southeast Intercom 2013

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

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

Globalização, pobreza, desigualdade e suas relações na América Latina

Recentemente, a globalização e seus efeitos tem sido alvo de estudo de muitos, bem como a pobreza e seus desdobramentos no cenário global. O presente trabalho buscou definir e analisar dados sobre globalização econômica e pobreza de diversos países da América Latina e mostrar que o modo como os países articulam-se em relação a uma elevação de sua globalização econômica apresenta relação inversamente proporcional com a pobreza e a desigualdade de renda dos países

As relações entre desenho infantil e cultura

As diferenças de desenho infantil entre os gêneros feminino e masculino têm se tornado um instigante tema de pesquisa educacional nos últimos anos entre os pesquisadores da área, buscando maior aprofundamento, conhecimento das técnicas e das formas como têm sido concebidas as produções infantis através dos anos, levando em conta o contexto diverso em que se situam tais produções. Pretendeu-se, por meio de pesquisa bibliográfica, buscar dados relevantes que pudessem orientar o aprofundamento das relações entre desenho infantil e cultura. O estudo do desenho infantil tem sido explorado por teóricos, e, a partir de informações já coletadas pela produção acadêmica existente, pretendeu-se acrescentar novas formas de observação e elucidação das produções infantis, analisandoas sob o viés da cultura. Um dos principais objetivos foi o de verificar, como tais produções vêm se desenvolvendo através da história, tendo em perspectiva a análise dos elementos cotidianos da vida da criança nessas produções, analisando inclusive, se a mídia atua de alguma forma sobre a produção dos desenhos e/ou se a produção infantil é direcionada pelos adultos do contexto ao qual a criança se insere. Por meio desta pesquisa foi possível verificar como a questão do gênero influencia as produções dos desenhos infantis

Relações públicas e a mediação do diálogo intercultural na comunicação organizacional

The large flow of businesses going abroad generates an ever more diverse internal multicultural organizational scenario. Different national cultures inside an organization can directly influence the management of people. Human values, languages, customs, work modes/routines and different habits can create conflicts among parties. This study deals with the role of Public Relations as a tool/strategy to deal with conflicting intercultural communication inside business organizations. The analysis is grounded on theoretical principles concerning the roles of communication professionals as the individuals responsible for the relationship between an institution and the internal public. The study introduces intercultural communication as a growing area to be explored by the Public Relations professional and highlights the possibility of emerging innovative solutions for organizational problems. It also brings reports by professionals that have intercultural experience concerning Brazil and Germany in an attempt to illustrate conflicts that might have been prevented by actions taken by a specialist in Communication in order to promote mutual understanding

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”

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

Habitação multifamiliar contemporânea: lotes aéreos para moradias flexíveis

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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.

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

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)