As relações públicas e a gestão da comunicação integrada em tempos de crise: uma análise sobre o caso Ades no Facebook

This paper aims to understand so that organizations in times of crisis - exposed to social media, especially Facebook - they conceive strategies to minimize any factors that shake with your credibility, image and reputation. There for, the case study on the crisis experienced by Ades brand in March 2013 was chosen. The methodology of the work consists of bibliographic research and analytical as well as the presentation and case study, covering the concepts of Marketing, Public Relations, Social Media, Reputation Management and Image, Branding and Integrated Communication. This work was divided into four chapters that present the management of communication in the digital age, the presentation of the global Unilever brand and it brand Ades; exposure to the crisis and its repercussion and an analysis of the case under the stance of public relations, in this order

A realidade contemporânea das relações institucionais: desafios e oportunidades para as Relações Públicas

The contemporary organizations establish complex networks of relationships with their audiences. However, it is the socio-historical setting of the organizations that allow that their internal structures, management and culture as well as their interests and goals in relation to the macro social environment to be understood. To understand what is currently proposed as institutional relations, it is necessary to search on that socio-historical source the progress in the studies of management and organizational communication aiming to prove the assumptions underlying this strategic role within organizations. In order to do that, this project raises ethnographic aspects of the institutional relationships to see what is proposed by the organizations and, therefore, highlights the lack of detailed studies in this area. From this survey, it is clear the possible role of public relations in contributing to studies, plans and execution of institutional relations according to the basement in the humanities and communication processes of networks of relationships between organizations

Um estudo sobre a influência do sistema de gestão ambiental ISO 14001 sobre a imagem de organizações industriais e o papel das relações públicas

The consumers' requirements are constantly growing, as well as the concern for the environment. Considering this change of scenario, industrial companies started paying more attention to environmental issues and decided to resort to solutions such as the adoption of the Environmental Management System based on the ISO 14001 model. It is believed that the adoption of this model changes the organizational image, both internally and externally. This possible change was the focus of this research, considering that many publics related to certified companies may have the wrong idea about what being a green company really means. The objective of this study is to verify, through a survey research, the relation between the Environmental Management System based on ISO 14001 with organizational image of Brazilian firms. At first, this paper presents a theoretical review on Environmental Management System, IS0 14001, Organizational image, green Marketing, Greenwashing and Public Relations. Next, the research method is presented, as well as the results obtained through theoretical study, the research application and data analysis, and a brief analysis of the Public Relations' role in the organizational environment at issue. Finally, it presents the results obtained by tabulating the questionnaires, analysis of related data, and consideration about these

O papel do relações públicas na cultura da convergência

In the globalized world of capitalism, the organizations need to reinvent themselves in order to conquer the attention of the consumers. The offer of similar products is huge and it is necessary to innovate so the consumer will pick yours. The storytelling comes as an auxiliary tool for this difficult task. The transmedia is a tool that will put the products in many different media platforms. The convergence culture exists to make the experience with the brand become closer. Sometimes the consumer dictates the rules; in other moments the producers take this function for themselves; nowadays, this relation occurs in terms of the intense interactivity with the consumer. Concerning the Public Relations professional, among the questions that remain, we can city: where does the professional of Public Relations fit itself inside this complex context? Which would be its functions amid this whirlpool of information in the convergence culture era? These are the questions that are going to guide this paper

O planejamento da comunicação mercadológica sob a ótica das relações públicas

This study presented a literature review about the topics: marketing, public relations, marketing communication planning and marketing communication. From this, the project explained, through all stages of planning, the integrated work's importance between marketing and public relations in developing a marketing communication planning

Comunicação pública e os interesses do cidadão: uma perspectiva de relações públicas

This Project aims to study and verify the importance of effective communication in public organizations, considering current factors such as globalization and new trends in the behavior of the individuals. The issue is relevant because of the need to understand the relationships between the public institution and the various interest groups and research development of new practices of Public Relations as regards their influence on the municipal level. In this context, we present the concept of city, communication, citizenship and participation, focusing on the integration of these elements in the concept of Public Communication. Thus, attem pts to develop the applicability of instruments involving these concepts through scenario analysis, making communication purposal to the prefecture of Laranjal Paulista

Comunicação empresarial e relações públicas: a construção de relacionamentos no contexto do Facebook

Currently with the context of the Internet, especially on online social networks, it is observed that people and companies are establishing relationships both online and offline. The new digital culture and the competitiveness of the market are making companies change the way they communicate with their customers, providing a broader and more participative communication with their stakeholders. This resear chaims to understand the relation of corporate communication and Public Relations and from the conceptualization of the trials will detect the relationship processes of companies and their public in online social networks. Understand this type of relation ship is interesting because that, it is the field of the Public Relations professional. An area that grows in importance in today's market, since Facebook is being used as a channel of communication and relationship with consumers. The methodology used is exploratory research, in which, it aims to familiarize themselves with the subject and the possibility of analyzing three examples of relationships and engagement in the corporate communications field. In this case, the ranking of the top three companies, Coca-Cola, Guaraná Antarctica e Mc Donald's, in the Top Facebook Posts Brazil in January 2015. It is important that to have a Public Relations Professional that is able to create an open channel of communication on social networks with the purpose of detecting the characteristics of the target public and promote the participation of such public in the building of content and the innovative organization process. Therefore, it becomes an engaging and everlasting relationship

Relações públicas e gestão de eventos: pesquisa participante no carnatlética 2013

In the current dynamic environment in which the public relations professional is inserted and, considering their ability to perform various activities, the field of events, an area that comprehends many different aspects, ends up being very active and executed by professionals from other fields. The following research demonstrates the importance of the Public Relations professional in the management of an organizational event, aiming to present Public Relations as the area with the most expertize to put plan and organize events, due to the knowledge and theory that can be put into practice. Through a participatory research, the researcher recounts her experience with organizing Carnatlética, event in which she was a part of in 2013. Thus, it is concluded that the participation of a public-relations in the organization is critical to the success of an event, especially in issues related to advertising, media and planning

A propaganda institucional como instrumento das relações públicas: análise semiótica da campanha comemorativa aos 60 anos da Petrobras

The developed research aims to analyze clippings of Petrobras' commemorative 60th anniversary campaign, entitled Gente, é o que inspira a gente., launched in 2013, using concepts of institutional advertising from the perspective of semiotics. The company was chose due to its traditionalism and strength within and outside the country, being one of the 20 largest in the world. During the study, it will be covered topics such as organizational communication and institutional advertising. From analyzing three parts of the Campaign, which aims to influence public opinion about the organization, associating her concepts or images that benefit the way Petrobras is seen. To analyze the effectiveness and efficiency of the campaign, it was chosen as methodological method, the semiotic studies of Charles Peirce, with his concepts of firstness, secondness and thirdness. This approaching intention of its audience is clear in this campaign not only with the participation of employees and signs that compose it, but also with the dissemination of information about the company, such as history, data, policies, methods and services provided, transmitting effectively its essence as a company, through its mission, vision and explicit and implicit values in messages

Desmistificando o marketing de guerrilha no terceiro setor: o papel do relações públicas

This work points out innovative alternatives for increasing the visibility of nonprofits using the creative profile of the public relations professional through guerrilla marketing. By means of methodological literature and document the suggested proposal is that the public relations through a Strategic Planning, articulate actions of guerrilla marketing on behalf of third sector concerns increasing its visibility to the state's eyes, the private sector and company making the fundraising and the visibility of these entities increase with low cost, creativity and technique. How guerrilla marketing can encourage smaller competitor it is evident to face their opponents with great creative weapons, innovative and cost effective, providing improvement in the area of activity and easier to raise funds; especially in the third sector entities, which is moved without any profit, only for individual or collective will to solve social issues

Varejo e inteligência competitiva: um estudo exploratório sobre a função do relações públicas

The present work this is an exploratory study on the retail, considering its importance in the Brazilian economic scenario, in order to analyze their challenges in their different formats. This study emphasizes the importance of Competitive Intelligence area to complex sectors such as retail, and verify the professional skills of PR to act in this context, considering their academic training and skills developed in this process, focusing on his multidisciplinary approach to manage actions in strategic areas

Marketing 3.0: a sinergia entre marketing e as relações públicas

This paper aims to discuss the influence of the Public Relations professional in the current market environment, where the client's relationship with the organization is visibly marked by greater freedom of the latter in the decision of buying. The importance of the work and vision of this professional can be observed trough the paths marketing area had been taking, like the appearance of Marketing 3.0. In this paper the intention is to study the paths who lead to the convergence of both areas and in what way both professionals can allied their knowledge aiming to succeed in the market, without ignoring the fact that the results will be better and better the more genuine is the philosophy of respect for the client practiced by the organization and its employees

Competências em relações públicas: qualidades profissionais para atuação em comunicação pública

The professional skills desirable to graduates in public relations are defined by many authors of scientific specialized literature, and are continually developed throughout the academic life of the PR student. There are many opportunities of learning aspects such as professional behavior, responsibilities and challenges in the activity's various branches. The field of public communication has particularities that must be respected in order to have an effective communication process with quality and focused vision for citizenship building. This paper examines the specificities of public communication in Brazil, characterized by innovations of the right to information on public social policies, and offers a contribution to the characterization of the necessary skills and abilities of the communicator of this field in the contemporary scenario

Internacionalização organizacional e cultura: as relações públicas no processo interno de mudança

The ever more interconnected and competitive markets have contributed to the increase in the number of companies seeking mergers and acquisitions, as they undergo significant cultural dimensions that can influence the success of an organization. This study analyses how the process of change can happen, considering the importance of culture, the complexities of the internal public and the interaction between professionals, with the aid of Public Relations. The analysis is grounded on theoretical principles concerning intercultural communication and the role of the professional as a manager of communicational barriers. It also recommends the application of storytelling as an organizational strategy in order to mediate potentially conflicting changes that could be facilitated with the work of Public Relations

Relações públicas: elemento potencializador para o sucesso de um evento

This study aims to discuss the role of the professional of public relations and the marketing tools in organizing events. Taking as parameter the concepts of events, marketing and public relations and highlighting the contributions on strategic planning, the communication process and the relationship with stakeholders as key elements on this management, it is intended to form arguments to demonstrate that the work of a skilled professional is essential for the empowerment of the events not only as a communication tool, but as well as a relationship tool. The methodology utilized is based on literary data and on the exemplification of this process, with the analysis of three mega events. As a result, we leave a reflection about the importance of professionally events management, in addition to excellent communication and expansion of economic resources, since it defends the idea that management needs to generate lasting relationships across all the stakeholders' chain