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Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Public relations is an activity that deals with two central dynamics: that of understanding the phenomena of public opinion from a reading of the publics that are formed due to controversial and relevant issues at the collective level, and that of managing the public visibility of organizations and of people. The configuration of a strategic communication goes through a process of tension and permanent dispute between institutions, organizations, public persons and publics for what appears or does not appear, for what is or is not visible and for what is or is not discussed, as well as for what is likely to appear, be seen and discussed. Our special interest lies in the vulnerabilities of publics to factors that silence them, but also it is important to connect this issue to deliberate silences, to processes of institutional concealment, that is, of what is withdrawn from the public's view or from the which impels them to ignore reality. This is a complex and nuanced process. One that calls our attention is described by Zerubavel (2006). When dealing with these dynamics, he focuses on a phenomenon metaphorically postulated as "the elephant in the room", to talk about something that, despite being in plain sight, is ignored and not discussed. It is a very complex phenomenon, which involves, on a collective level, what he calls "conspiracies of silence" and a discrepancy between what we experience in reality and what we end up publicly recognizing, that is, in the public's perception. Therefore, in this work we focus on two important aspects that are raised by the author: indisputability and the emergence of "silence breakers". To do so, we take Operation Lava Jato as an empirical case, especially the Curitiba nucleus. Launched in March 2014, with the aim of dismantling criminal organizations that operated in money laundering in several Brazilian states, the Operation consisted of a set of investigations and their consequent lawsuits, involving the Federal Police, the Federal Public Ministry and the Federal Justice in Curitiba, São Paulo, Rio de Janeiro and Brasília, in addition to superior courts and other control bodies. The most famous nucleus, however, is that of Curitiba, which brought together, from the beginning, the then Public Prosecutor Deltan Dallagnol and the then judge Sergio Moro. In 2023, the media and the political scene are moved by denunciations regarding Lava Jato maneuvers and abuses. Former deputy and Operation whistleblower, Tony Garcia, went to the media to reveal the coercion, extortion and persecution suffered during the years of Lava Jato. In this episode, we can more clearly identify what Zerubavel calls "breaking the conspiracy of silence", as it is the appearance of people in the role of breakers who will consistently offer testimonies and evidence and who will in fact point out, with the force of denunciation, the existence of the "elephant in the room" in a complete and irrefutable way. Thus, we will dwell here on analyzing the appearance, in the public scene, of Tony Garcia's media speeches. [ABSTRACT FROM AUTHOR]

This work aims to investigate the approaches to inclusion and accessibility in the Public Relations undergraduate programs offered by Brazilian public universities, filling a perceived gap in the literature in the area of communication and in studies on inclusive education in higher education, whose focus is generally on teacher training through undergraduate courses. Assuming that people do not have disabilities, but rather limited by the society through the many barriers imposed, which frequently prevent them the exercise of their full rights as citizens. In this context, we verified that, although representing 8,4% of the total Brazilian population aged 2 and older, people with disabilities occupy only 2% of the positions in large companies and only 0,4% of the spots in undergraduate programs in the country. To change this reality, consistent investments in education and training are needed, including in higher education. Thus, we have reflected on the academic evolution of the public relations professionals, considering that they are responsible for mediating between the organisations and their audiences, with their actions impacting the consolidation of a inclusive culture in the public, private and third-sector organisations. Taking as an initial motivation our own experiences as researchers, professors and students in a public university in the Northeast region of Brazil, the methodology applied to conduct this research includes a qualitative approach. Regarding technical procedures, we carried out a documental and literary review, using as our object the National Curricular Guidelines and the Political Pedagogical Projects of 13 undergraduate courses with active status on the Brazilian Ministry of Education portal, all of which are taught in person, across the five regions of the country: North, Northeast, Southeast, South and Midwest. The analysis of the data revealed a transition moment, in which all the universities are making adjustments to include university extension activities in the curriculum of their undergraduate courses. We have therefore classified four levels of approach to inclusion: a) political-institutional, restricted to standardization through official policies and documents; b) political-assistance, whose focus is on the direct assistance to students with disabilities, and enabled by to the creation and work of Accessibility Centers and Inclusion Committees in Higher Education Institutions (HEIs); c) didactic-methodological, which comprises the development and application of methodologies and/or assistive technologies in the classroom; d) scientific-experimental, concerns the role of HEIs in spreading knowledge and developing assistive technologies for people with disabilities. The results of the research revealed that the promotion of inclusive education as depends on various actors and situations, and the dynamic and complex articulation between the state, civil society and the HEIs, including the collaboration in the creation of national policies for special education in higher education. On the other hand, the existence of an inclusive discourse in educational career projects, through references to public policies on specialized education and inclusion centers, cannot be interpreted as a result of the effectiveness of inclusive education policies in Brazilian higher education institutions. studied. The data shows that the speeches do not necessarily translate into changes in the school curriculum with the introduction of subjects on accessibility and inclusion. [ABSTRACT FROM AUTHOR]

Copyright of Comunicação Pública is the property of Escola Superior de Comunicacao Social and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Anagramas is the property of Editorial Universidad de Medellin and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Foco (Interdisciplinary Studies Journal) is the property of Revista Foco and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Estudos em Comunicação is the property of Labcom / Universidade da Beira Interior and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Management Analysis / Revista Gestão em Análise is the property of Revista Gestao em Analise and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The inclusion of people with disabilities in organizations is a unique topic today, especially with the growing attention given to discussions on Diversity, Equity and Inclusion (DE&I). Although these issues are currently debated, the issue of diversity of bodies and minds, which concerns people with disabilities, has less visibility. Discussions that consider individuals with disabilities as subjects that make up the characterization of human diversity can be found in areas such as Administration, Education, Entertainment, Law and Psychology. However, the absence of the theme in Communication, specifically in the academic and professional field of Public Relations, is noticeable. This professional is responsible for communication between organizations and their most varied stakeholders, including the internal public, that is, employees. These, in turn, may be people with disabilities living in a context of exclusion. Furthermore, Public Relations is understood as an area that, from a social perspective, considers the diversity of interests in relationships and has both a tactical/operational and reflexive role, necessary in modernity. Therefore, this work aims to understand the role of Public Relations and Communication in the inclusion of people with disabilities in organizations, based on the identification and systematization of the approach to this topic in the scientific literature in the area, produced in the last ten years. A bibliographical research was conducted, with a qualitative approach and exploratory-descriptive character. The research technique used was systematic literature review. Initially, a volume of 876 works was collected. Based on the filters applied and the suitability to the theme, a corpus of 20 works was selected from Google Scholar, Scielo and the Capes Periodicals Portal. The selected works are articles published in scientific journals (n=11) and papers presented at conferences (n=9). A considerable frequency of the same Higher Education Institutions (HEIs) and authors is not identified. In relation to the methodologies used in the studies, most works adopt a qualitative approach and opt for methods and techniques such as bibliographical research with literature review, in-depth interviews and application of questionnaires. It is clear that scientific production on the role of communication for the inclusion of people with disabilities in organizations is not consolidated in the area of Communication, on the contrary, it is widespread in other areas such as Administration, Management, Human Resources, etc. and, when discussed by Communication authors, it is found in conferences/congresses, as incipient works. The results indicate little mention of Communication and/or Public Relations, however, it is possible to establish a relationship with the roles designated as essential for inclusion with essentially communication and relationship management functions and activities. They are: 1) establishing dialogue to deconstruct stigmas and prejudices against people with disabilities; 2) strategic management of internal communication and how communication processes take place; 3) consideration of accessibility and the use of accessibility features in internal communication channels and fluxes, mainly adaptations and availability of alternative formats of audiovisual products; 4) construction of an inclusive corporate culture, based on the construction and circulation of possible new imaginaries about disability in the workplace. [ABSTRACT FROM AUTHOR]

This work maps the market, social, and racial landscape in which black PR professionals are situated, aiming to identify the main interconnections and challenges they face in Brazil, a country where racism remains a deeply ingrained issue. The research was conducted using an exploratory method with both qualitative and quantitative approaches. The research techniques employed included documentary research, bibliographical research, and the administration of a semi-structured questionnaire to black individuals working in the field of public relations across various regions of the country. The analysis reveals the media's influence on identity construction and underscores the significance of ethnic diversity in communication. The primary findings indicate a lack of representation and the perpetuation of stereotypes concerning black professionals in the media, which contrasts with the reality of the industry. The research underscores the necessity of promoting ethnic diversity in PR and communication at large, while also addressing stereotypes and access barriers. It emphasizes the importance of inclusive policies to combat racial inequality in all its forms. Regarding the questionnaire, respondents reside in 12 of Brazil's 27 states, with the highest participation observed in São Paulo and Goiás. The majority of respondents were female (81%) and fell within the age group of 26 to 35. Of the respondents, 78.5% self-identified as black, while 21.5% identified as brown. Concerning monthly income, most professionals earn between 3 and 5 minimum wages, and 84.8% live on an income below the ideal threshold for a good quality of life, despite holding a higher education degree. The survey also revealed that a majority of black PR professionals graduated from private universities through affirmative action programs. In terms of their professional field, participants predominantly work in the private sector, specializing in areas such as content production, communications consultancy, digital marketing, institutional communications, and customer relations. However, they face challenges related to racial discrimination, with 56.4% reporting missed job opportunities due to their skin color. Furthermore, only 25.3% officially hold or have held leadership positions. Regarding the perception of racism, 82.4% believe it is present or very present in the communications market, and 57.7% reported experiencing some form of racial discrimination at work. Participants' accounts indicated that racism manifests through discrimination based on appearance and ethnic characteristics, racial stereotypes, invisibility, difficulties in gaining recognition as leaders, and unequal compensation. In conclusion, despite the advancements resulting from affirmative action and social movements, black PR professionals in Brazil still encounter inequalities and racial discrimination in the job market. This study underscores the importance of acknowledging and addressing these issues while promoting ethnic diversity within organizations and the field of Public Relations. Failing to discuss the racial challenges faced by PR professionals limits their opportunities and development. It is essential for black PR professionals, organizations, and universities to take a stand and raise awareness about this reality. To be heard, understood, and drive practical change, we must first identify the existing problems. The coming together, discussion, and advocacy for visibility, respect, and opportunities among black PR professionals, in a conscious and political manner, are also crucial for strengthening and recognizing this group of professionals. Collectives, organizations, personal connections, and academic relationships can serve as instruments to challenge the prevailing whitewashed narrative and contribute to building a genuinely diverse and socially responsible field of Public Relations. [ABSTRACT FROM AUTHOR]

Gênero e feminismo são temáticas que precisam ser discutidas de forma transversal em todas as áreas do conhecimento. Pensando nisso, este estudo apresenta um “guia bibliográfico”, que traz referências de autoras e autores do pensamento feminista, visando contribuir para a ampliação das discussões sobre os pontos de intersecção e tensionamentos com o campo das relações públicas e comunicação organizacional, os quais carecem de estudos sobre os processos comunicacionais a partir de lentes que questionem a heternormatividade e a hegemonia eurocêntrica.

O artigo analisa as construções de sentido sobre as relações interseccionais de poder que marcaram a trajetória de quatro mulheres que atuam como relações-públicas. Buscamos responder à questão: de que modo essas relações de poder sustentam as desigualdades vivenciadas pelas relações-públicas no Brasil? A partir da abordagem teórico-metodológica da Análise de Discurso Crítica, os resultados mostram a predominância do discurso da meritocracia, que naturaliza a discriminação vivenciada pelas mulheres, expressa pela naturalização da maternidade, a individualização do trabalho do cuidado e o não reconhecimento do racismo estrutural, entre outros.

In a time marked by connectivity, transparency and lack of trust, while journalism has plunged into an unprecedented crisis, Public Relations are being called to manage reputation and ensure/restore trust in brands. In order to contribute to the clarification of the normative objectives/motivations of these two socio-professional fields, this article explores supranational deontological codes, using discourse analysis. We verified that, despite the absence of conflicts in values/principles, there are differences in normative purposes/motivations, suggesting different social concerns and commitments, that can help to delimitate/demarcate boundaries between these two "close relatives". This study suggests, among others, that while journalism struggles to be respected; the central concern in Public Relations is to be respectable. [ABSTRACT FROM AUTHOR]

Disinformation has reached a high degree of professionalization in recent years. Dark PR or Black PR campaigns are an advanced level of negative campaigns and they fictionalize prescription and influence, usually with the aim of discrediting the political adversary or competitor. This paper proposes a systematic review of the search results of the terms Black PR and Dark PR in Google and Google Scholar. The aim is to identify the definitions and origins of both terms, to know the strategies used in these works and as well as the case studies that serve to exemplify them. It is observed that both terms are still very new and are used more by the media than by the academic literature, although they have common definitions and uses. A growing trend of negative influence practices is reported with numerous examples of astroturfing, disinformation campaigns and corporate censorship in different countries. This circumstance is problematic for the public relations sector as it differs from the ethical principles of the profession and forces those who practice it to engage in dishonest practices. [ABSTRACT FROM AUTHOR]

Copyright of Brazilian Journal of Law & International Relations / Relações Internacionais no Mundo is the property of Relacoes Internacionais no Mundo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Revista Anagramas is the property of Editorial Universidad de Medellin and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Diante da ressignificação sócio-organizacional imposta pela pandemia da covid-19, nosso texto, com caráter acadêmico-científico, reflete os desafios do ensino e prática da pesquisa. Ademais, apresenta alguns exercícios entendidos por nós como facilitadores do labor científico da investigação no âmbito da metodologia acadêmica, inserida na modalidade de ensino remoto emergencial para os cursos de graduação em Relações Públicas.

Copyright of Cuadernos.info is the property of Pontificia Universidad Catolica de Chile, Facultad de Comunicaciones and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

A prática pedagógica é um processo que abrange planejamento, execução e avaliação. Nela estão contidos conteúdo, tema, metodologia, recursos didáticos e avaliação, que devem possibilitar o desenvolvimento de habilidades e competências, que favoreçam uma formação adequada a atuação no mercado de trabalho. Visando a qualificação do futuro profissional é importante planejar o processo ensino aprendizagem. Objetivo: Identificar a prática pedagógica e de planejamento utilizadas durante o curso de Relações Públicas de uma universidade pública. Método: Pesquisa qualitativa de abordagem fenomenológica. O campo de estudo compreendeu o curso de graduação de Relações Públicas, numa instituição de ensino superior público. A produção de dados se deu a partir de entrevistas realizadas com docentes, discentes e coordenadora do curso. As respostas dos participantes foram categorizadas, se estabeleceu a relação destas com o Projeto Político Pedagógico do Curso, e com as reflexões advindas da literatura sobre o tema. Os resultados foram analisados a partir da Análise de Conteúdo na Modalidade Temática. Foram identificados, por meio de inferência, os núcleos de sentido que reorganizados resultaram em duas categorias: objetivo do planejamento e práticas pedagógicas. Resultados: Os docentes planejaram suas aulas com o objetivo de interagir com os discentes visando uma prática articulada com a realidade. Os discentes atentos a atuação dos docentes, no que se refere ao processo formativo enquanto futuros profissionais, perceberam que alguns docentes não seguiram o planejamento proposto. A coordenação acompanhou a ação docente, com foco nos conteúdos e na metodologia, previstas nos planos de aula e nas descrições orais dadas pelos docentes. Conclusão: Ao identificar as práticas pedagógica e de planejamento desenvolvidas, se revelou a necessidade de intervenções, para que o processo ensino aprendizagem realizado tenha um acompanhamento mais efetivo.

A área das relações públicas desenvolveu-se historicamente como mediadora da crítica social nos ambientes organizacionais em duas instâncias: na mediação da crítica externa originária dos fenómenos da opinião pública e da opinião dos públicos e na proposição de um dispositivo discursivo de autocrítica interna nas organizações. No modelo de estudos da comunicação como cultura, que tem as ciências sociais como disciplina de apoio e procedimento de pesquisa bibliográfica, este artigo tem como objetivo geral, em instância teórica, analisar o processo de modernização reflexiva das relações públicas na concepção crítica no pragmatismo da comunicação organizacional. Entre a crítica social externa e a autocrítica interna, as relações públicas, na perspectiva de Cicilia Peruzzo, tornam-se epistemicamente contemporâneas dos parâmetros teóricos que Anthony Giddens, Ulrich Beck e Scott Lash designam sociologicamente de “modernização reflexiva”, condição de a modernização se assumir como objeto da sua própria reflexão no âmbito das organizações contemporâneas.

Este artigo tem como objetivo compreender como as campanhas de comunicação e de relações públicas, realizadas durante a pandemia da COVID-19 por diferentes atores sociais no Brasil (governos, empresas e organizações sociais), disseminaram distintos discursos pela população, sendo estes por vezes contraditórios. Como hipótese de pesquisa, buscou-se observar se tais campanhas apresentaram interseções entre si em relação ao seu papel informativo, ou se revelaram apenas as perspectivas e visões dos emissores dos conteúdos sobre o tema em questão, distanciando-se do seu papel em prol do interesse comum intrínseco ao campo da comunicação pública. A fundamentação teórica contempla a abordagem da função política das relações públicas e suas interfaces com a perspectiva de cidadania, bem como a sua natureza estratégica e transformadora. A pesquisa apresentada é de natureza qualitativa, cuja metodologia consiste na análise sociológica do discurso presente em materiais audiovisuais. Os resultados indicam que as campanhas emularam posicionamentos e visões de mundo dos seus emissores, oscilando interesses informativos, de mercado e de visibilidade das próprias organizações. Ao final do artigo são apresentados caminhos de atuação e campos de pesquisa possíveis para as relações públicas, visando conformar uma reflexão acerca da ressignificação da atividade frente ao contexto de crise trazido pela pandemia de COVID-19 e à luz do seu compromisso social.

Pedagogical practice is a process that encompasses planning, execution, and evaluation. It contains the content, theme, methodology, didactic resources, and assessment, and should enable the development of skills, competences that favor an adequate formation to work in the job market. Aiming at the qualification of the professional future, it is important to plan the teaching-learning process. Objective: To identify the pedagogical and planning practices used during Public Relations course at a public university. Method: qualitative research with a phenomenological approach. The field of study comprised Public Relations undergraduate course at a public higher education institution. Data production was based on interviews with professors, students, and course coordinator. The data obtained from participants responses were categorized and their relationship was established with the Course Political Pedagogical Project, and with reflections arising from literature on the subject. The results were analyzed from the Content Analysis in Thematic Modality. This analysis identified, through inference, the nuclei of meaning that, when reorganized, resulted in two categories: planning objective and pedagogical practices. Results: The teachers planned their classes with the aim of interacting with students, directing a practice articulated with reality. The students attentive to the performance of teachers, regarding training process as future professionals, realize that some teachers did not follow the proposed plan. The coordination followed the teaching action with a focus on content taught and methodology described in lesson plans and on information given informally by teachers. Conclusion: Identifying the pedagogical and planning practices developed showed need for interventions, so that teaching-learning process carried out has a more effective monitoring. [ABSTRACT FROM AUTHOR]

This research brings to the debate social, environmental, economic and cultural issues in order to trace the profile of the Public Relations professional, in order to understand what sustainability practices they develop in organizations. In methodological terms, the following research processes were carried out: documental, bibliographic, quantitative and qualitative, with the development of techniques such as questionnaire and content analysis. Each one of these methodological movements collaborated in a way that dialogued with the objectives of the work and problematized the data obtained. It was found that the professionals have a broad understanding about sustainability, that most of them work or have worked with the subject in the organization, and that the most developed actions in the search for the inclusion of sustainability occur through events and projects. [ABSTRACT FROM AUTHOR]

This paper seeks to understand whether there is a concern in a municipal body as the Covilhã City Council to legitimize itself; gauge how it legitimizes the public processes of urgent matters, such as the Covid-19 process; and find out which categories of moral legitimacy suggested by Suchman (1995) are more important for the citizens of the municipality. In this case, legitimation through municipal communication was analyzed based on an in-depth interview with the professional responsible for communication, content analysis of press releases released by Covilhã City Council, and with data collected in four focus groups in order to understand the legitimating processes and expectations from the citizens' point of view. The results show that there an intention on legitimizing that is not translated in a strategic or tactical-planned way. Although there is an intense communication around the urgent public process, with about 14 press releases referring to it in the period of six months, these are limited to a more informative character and to the dissemination of activity and political decisions, rather than strategic or with contents that seek legitimization processes with implicit and/or symbolic dimensions. From the analysis of communication management, despite the professionalization and even a structure in the body in question, there is no decision-making autonomy, nor monitoring of the public or planning according to analyses. In this way, ad-hoc communication may mirror momentary mental strategies of the manager and the team of communication and public relations professionals, but does not consider an analysis of publics, nor the production of specific materials for each segment of citizens. These findings are in line with conclusions from studies of government communication, which suggest the need for a strategic and not only tactical approach to build intangibles (e.g. Sanders and Canel, 2013). Furthermore, the study reveals that citizens have expectations in various dimensions, including public communication in awareness-raising processes and strategies with preference to better suited tools to all age groups. As a conclusion we can state that there is no satisfaction of the communicative needs and consequently legitimacy is in question. The focus group analysis shows that younger citizens seek and expect communication processes at the level of the role of politicians and dialogical processes; the dialogical and procedural expectations decrease with the age of the groups. However, there is a predominance of structural legitimacy in all Portuguese groups, which mostly include national and regional bodies. The roles of local processes are left to the background. Consequential legitimacy has less relevance. The professional practice of communication in the public sector in the case of Covilhã Municipality regarding Covid falls short of what is proposed by the academic discipline. This study contributed to reinforce the idea that legitimacy and legitimation processes are always contextual and dependent on the environment and that, therefore, without research on publics, strategic management and strategic plans it is not possible to have an effective communication management in the public sector. [ABSTRACT FROM AUTHOR]

The public relations activity is defined as an area of strategic communication which acts on building mutually beneficial relationships between organizations and their audiences. Constant social transformations have an impact on the social perception of different themes, which in turn also directly affects the positioning of organizations. In this scenario, we discuss the term "astroturfing" and its similarities and/or differences concerning public relations based on a relational perspective of communication. This article is characterized as an exploratory research based on a bibliographic analysis. The object of study is astroturfing in the context of public relations; therefore, a qualitative approach has been used. We observed that the extreme usage of digital social networks has contributed to numerous scenarios of misinformation which, therefore, end up encouraging deceptive or simulated practices arising from different social institutions. Thus, it is in such a context that the practice of astroturfing can be seen. This practice emerged in the 1980s in the United States during an election campaign in which there were disputes for a favourable public opinion. The term is an analogy to the word "grassroots, that is, how spontaneous popular manifestations are known in the US, and AstroTurf is a brand of artificial grass created by Monsanto in the 1960s, which is famous for its similarity to the appearance of real grass" (Silva, 2013: 14). The phenomenon can be seen as the creation of public manifestations by an audience that does not exist in order to achieve a favourable scenario for organizational objectives. In a practical way, communication processes can act as astroturfing drivers, thus contributing to the emergence of artificial contexts. In this article, we investigate the communication process by reflecting on the importance of the PR professional who looks at the public from a relational perspective. The connection of such a phenomenon with the field of public relations derives from the practices of international agencies that have subtly used astroturfing to achieve the goals of their clients in such a way that organizational ethics committees do not clearly perceive it. This is one of the aspects that leads professionals in the area to question what would or would not be ethical. Public relations, as an expression of strategic communication, has the ability to observe scenarios, mobilize forces and elaborate narratives that enable the construction of an organizational image and reputation. Perhaps an adequate translation of these strategic efforts is to recognize the connections among public relations, its audiences and the public opinion. In this scenario, there are ample information flows from the mediatized context that sometimes can create gaps for the practice of astroturfing. We understand that the phenomenon is consolidated as a contemporary challenge in the market, mainly in communication. Therefore, we highlight on how the ethical dimensions of public relations permeate the purpose of balance and harmony of interests. It is urgent to act, not only for the aesthetics but also for the ethics of the profession, in favour of the strengthening of the subjects and, consequently, the quality of the established social relations. [ABSTRACT FROM AUTHOR]

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A produção científica representa um compromisso social firmado por um pesquisador, qualquer seja a área que ele atua. Relações Públicas é uma área essencial para realizar o gerenciamento da comunicação organizacional, bem como, colaborar para que as organizações e instituições se ajustem a seus públicos. A área de comunicação é um dos vértices considerados pela Capes e, deste modo, esta pesquisa se justifica por buscar compreender a produção científica na área de Relações Públicas no Brasil, no último quadriênio. Utilizou-se uma pesquisa de caráter qualitativo e quantitativo, viabilizada por meio de uma infometria. Os resultados dos 36 artigos avaliados, por atenderem aos critérios estabelecidos, indicam que o ano de 2016 foi o que apresentou mais artigos publicados, a principal palavra-chave foi Relações Públicas, a maior parte dos artigos possui 1 autor. O principal autor possui 4 artigos publicados em autoria e/ou coautoria. A instituição com maior representatividade entre os autores foi a Universidade de São Paulo. A maior parte dos autores são titulados como Doutores, e São Paulo foi o estado com maior número de autores, seguido pelo Rio Grande do Sul. As revistas com maior número de artigos publicados foram a Organicom e a Conexão: Comunicação e Cultura e referente aos procedimentos metodológicos, 72% das publicações eram teóricas. Relativo aos achados, cabe destacar que a área de Relações Públicas possui espaço para se desenvolver como campo empírico, e assim desenvolver e evoluir as teorias, visto que essa é, inclusive, uma das críticas encontradas na literatura.

Introdução: Descreve o fenômeno conhecido por arquivamento da web e o microambiente relacional de iniciativas implantadas pela Universidade de Columbia e pela Universidade de Harvard. Como problema central questiona como se configura a potencial rede de públicos estratégicos da Universidade Federal do Rio Grande do Sul, visando a promover iniciativas de arquivamento da web no âmbito acadêmico, tendo em conta o ambiente relacional projetado a partir dos Órgãos da Administração Superior da Universidade e seu Programa de Pós-graduação em Comunicação. Método: É uma pesquisa exploratório-descritiva desenvolvida por meio de pesquisas bibliográfica, documental e análise de conteúdo. O entendimento sobre públicos ocorreu a partir dos enfoques da conceituação lógica, do poder e da comunicação. Resultados: O estudo concluiu que os atores organizacionais exercem influência em diferentes níveis dentro das estruturas institucionais, cada um conforme suas responsabilidades, e que o sistema comunicacional denota papel importante para a efetividade das iniciativas. Alguns públicos mapeados agem na criação de coleções, como também podem vir a ser potenciais usuários dos arquivos web formados. Essas coleções são concebidas por várias organizações coletoras, não apenas as entidades macropromotoras das iniciativas. Quanto maior a quantidade de coleções arquivadas, maior a rede de públicos envolvidos na promoção da tecnologia. Conclusão: O escopo de coleta das iniciativas varia conforme os interesses de cada organização coletora, apresentando coleções com diferentes classificações: institucional, regional, nacional, internacional, por fato e evento. Elas preservam tanto a história organizacional de suas entidades, como também promovem o ensino, a pesquisa e a extensão de suas comunidades.

Esta pesquisa teve como objetivo comparar as Diretrizes Curriculares Nacionais de Relações Públicas de Brasil, Argentina e Uruguai e refletir a respeito da formação recebida pelos universitários da área. A metodologia conta com pesquisa bibliográfica e amparo documental. O ensino superior representa a preparação cidadã e profissional para o mundo do trabalho e, neste artigo, compara-se a realidade brasileira com a dos países vizinhos no que tange o ensino de Relações Públicas no âmbito digital. Os resultados mostraram que, apenas no Brasil, há diretrizes curriculares especificadas em âmbito nacional, criadas em 2013. A respeito da carga horária, há diferença significativa entre os países estudados. E em relação ao presente cenário, que insere a profissão de Relações Públicas na cultura digital, percebemos que tal mudança é discutida de forma incipiente pela documentação oficial brasileira. Ademais, outro ponto observado é que, na Argentina e no Uruguai, os cursos de Relações Públicas têm autonomia para criar seus conteúdos.

A significação do risco não gera consenso, quer junto da comunidade científica, quer entre decisores/reguladores e os media, sem esquecer o público leigo - no limite, a população que se pretende (in)formada e ativamente envolvida no processo de mitigação dos riscos. Urge comungar a noção de risco, aproximando perceções de peritos e leigos. A essa relação de concordância dos níveis de conhecimento, chama-se comunicação do risco. A prática de uma comunicação integrada do risco, estrategicamente direcionada para diferentes níveis de consciência e informação, constitui-se um meio eficaz na compreensão, avaliação e ação sobre os riscos. Tal comunicação aproxima-se do ideal de governança do risco, na qualidade de canal de troca de (in)formações e opiniões entre stakeholders para que convirjam decisões face aos comportamentos a implementar. Neste artigo, a partir do estudo da comunicação de uma autarquia local, traz-se a debate o papel que as Relações Públicas poderão desempenhar na antecipação do risco, bem como na capacitação das partes interessadas numa resposta concertada e atempada às diferentes interpretações dos perigos e incertezas da sociedade atual.

The mediatization processes, the consumption experiences, the innovation, and entrepreneurship environments emerging changes that remodel and give new meaning to the theory, methods, and praxeology of contemporary Public Relations. By means of a literary review and content analysis of latent curricula of Public Relations documents from public and private institutions in the North and Northeast regions, it maps the professional performance and elements of the structure of the courses. Based on these questions, we infer that there are gaps in training that may be linked to gaps between teaching, learning and the market. [ABSTRACT FROM AUTHOR]

This article aims to deepen the contributions that Symbolic Interactionism has to communication with an emphasis on organizational environments, from some theoreticalmethodological perspectives that make up the chain of interactionist thought, circumscribed mainly in the works of Robert Park, George Mead, Herbert Blumer and Erving Goffman. The text, which is a theoretical study, recovers the research tradition of the Chicago School, bases the approaches of Symbolic Interactionism and articulates concepts and applications related to the communication processes in organizations. Based on these researchers, a framework of reference called here as macro-possibilities and micro-possibilities is proposed for thinking about communication in organizations from the perspective of these symbolic interactionists. [ABSTRACT FROM AUTHOR]

This paper intends to carry out an investigation about the development of the creative competence during the formation on the university degree of Advertising and Public Relations. Specifically, it seeks to find out if the study and promotion of creativity is adapted to the demands of the professional advertising sector. A triple-approach methodology was carried out based on an analysis of the content of the study plans, a questionnaire for graduate students and a panel of experts made up of academics belonging to the degree of Advertising and Public Relations. The results indicate that, although the training of these graduates seems adequate in general terms, the training received on creativity seems insufficient to respond to the demands of the market. Some of the factors that explain these trends are the excessive integration of digital competences due to the renewal of the degree or the impossibility of the academics to implement creative methodologies in the classroom due to the complicated reconciliation between the professional and academic demands they are subjected to. That is why a transformation of the university study plans of the Degree in Advertising and Public Relations is recommended to meet the labor demands related to the exercise of advertising creativity in Spain. [ABSTRACT FROM AUTHOR]

Since the entry into force of the European Higher Education Area, creativity has been considered a transversal competence in most university degrees, especially in Communication. The aim of this article is identifying the approach to creativity in all the subjects taught in the Audiovisual Communication and Advertising and Public Relations degrees in Spanish public universities. Thus, have been carried out a contents analysis focused on teaching guides of the curricula, a questionnaire to teachers of these degrees and an experts panel from the professional sector, who have reflected on the training and creative skills of the new graduates. The outcomes indicate that, despite being considered a transversal and necessary quality for new professionals, creativity is not treated as such in the teaching guides. Although some of them contain terms related to this ability, in the rest of the programmes it is hardly present. This corroborates the gap between the needs of the professional sector and undergraduate university training, as young graduates show significant deficiencies in terms of creative capacity. [ABSTRACT FROM AUTHOR]

Trata­se de um estudo que procura analisar o perfil atual das relações públicas com a comunidade. Utiliza como quadro de referência as transformações na sociedade, que acabam trazendo uma revalorização de princípios de responsabilidade social das empresas. Empresas, privadas e públicas, passam a desenvolver uma série de programas de cunho social tendo como base estratégias de marketing voltadas para o futuro, mas altamente centradas no interesse imediato de corresponder as expectativas e anseios do mercado consumidor. Apresentamos também uma breve análise de conceitos de comunidade, público comunitário e de responsabilidade social, além de discutirmos as diferenças entre programas compromissados com a realidade social e aqueles mais preocupados em pintarem­se de verde ou de comunitário

The extension project entitled “Multiplier Training in Digital Media for Third Sector Organizations” was developed during the year 2017 in the city of Frederico Westphalen, RS, with “Apae”, “Cufa” and “Feira do Produtor”. Knowing that mediatization has changed the form of social relations especially in the digital environment the objective of the project was to train managers and volunteers of organizations of Third Sector for a planned performance in digital media, contributing for organizational communication and entities’ mission. Faced with this and taking into account the premises of university extension and Public Relations in the Third Sector an open interview was conducted with the managers of attended organizations and non-participant observation of their fanpages for the diagnosis of digital organizational communication. Then it was possible planning the content of given workshops and elaborating the didactic material and the hornbook of presence and performance in digital media. After developmenting actions, it was noticed that they were only a beginning for this "formation of multipliers", because the knowledge level about digital media in these entities is still basic.

Terrorist attacks have a negative impact on destination image, affecting their tourism demand and generating a crisis in the tourism sector. The objective of this article is to investigate how the Destination Marketing Organizations (DMOs) of London, Manchester and Paris managed the crisis during and after the terrorist attacks of 2017 from a Public Relations perspective. A content analysis method of the tweets published in the official account profiles of said destinations was carried out during the 30 days that followed the terrorist attacks. Based on the existing literature on crisis communication, an analysis template was developed that analysed the timing, format and content of the tweets, as well as the reactions they generated in the public. The results indicate that the 3 DMOs focused their communication efforts on the dissemination of messages to promote tourism in the region in order to manage the crisis, but despite the fact that the public want to be informed when an attack occurs to understand what happened and feel safe, DMOs communicated little or nothing about what happened in the attack. In addition, the tweets that reported on the management of the attack carried out and the protection of stakeholders were the ones that obtained the greatest reactions among the public. The main contributions of the study are the analysis template created for the analysis of destinations' crisis communication and the fact that public value the information received about the attack and the protection management carried out by the DMOs. [ABSTRACT FROM AUTHOR]

The study made by the Federation of Industries from Rio de Janeiro - FIRJAN pointed the growth of the Public Relations profession in Brazil between 2015 and 2017 years associated to the concern in organizations with the understanding by the consumers in the promotion and maintenance of the image (FIRJAN, 2019). The hiring of this kind of professional may be recognized as an intellectual investment cost to the organizations (Bolaño, 2002), reflecting directly in the formal labor activity. The study is reflexive to the Public Relations. First, because it says that the growth of the formal labor in Public Relations is connected to the impact in the digitization and experience value of the consumer. It implies in the graduation and qualification of the professionals inside the market. Second, because it takes to discuss the intense structural transformation of the profession: structural; if it is realized the changes in the position of the profession in economic activities and, consequently, in form of constitution of the profession while a know-how technique; intense, if it can be analyzed in time and in the quantity of formal labor constituted by the profession in Brazil. From these elements, the present research broadens the labor analysis in Public Relations. The methodologic approach made in this investigation used the qualitative and quantitative procedures. Qualitative, by the bibliographic review to build the theoretical framework about a paper for and in the economic system, as the occupation particularities of the Public Relations and the recent transformations. Quantitative, the research shows the view of the formal labor of the public relations through de Annual Relation of Social Information from Economic Ministry (Brazil), in a time analysis from 2013 to 2018. It was specifically analyzed the occupation of the Public Relations inside the National Classification of the Economic Activities (CNAE), while there is formal labor in public and private organizations. The study discussions point to a more specific view to quantity, the sectors of actuation, the salary dimension and the possibility to realize some transformation in the professional act in the economy of Brazil. Among 2013 and 2018 almost two thousand jobs were created in the area. In 2013, five sectors corresponded 53% of the occupations (1. Industry of transformation; 2. Administrative activities; 3. Technical and scientific activities; 4. Business and vehicles reparation; 5. Public administration). In 2018, one more time, five sectors corresponded 54% of the occupations (1. Technical and scientific activities; 2. Education; 3. Industry of transformation; 4. Administrative activities; and 5. Other service activities). By the organization side, it was realized that the number public relations bonds are an allocation of the professional sources with the capacity to comprehend and use knowledge pro the organizations. However, this knowledge was not implied in the sectors which generate material products constituted after a process of factory transformation, as it was spread in the conception in the labor value since XVIII and XIX centuries. The growth in number of jobs was in a sector which the final product did not constitute in a material physical good, but in services which effort the ampliation in the competitivity and conflict resolution generated in (re) production in economy. The public relation professional is, as a fact, part of a group intelligence in service of capitalist accumulation (Bolaño, 2002). The collected data corroborate to the perception of the professional in the broadening of the competitivity and in the resolution of conflicts generated in the (re) production of the economies. [ABSTRACT FROM AUTHOR]

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Este trabalho debruça-se sobre o planeamento estratégico de relações públicas em marcas digitais de referência, que estão sediadas em Barcelona. Esta é a cidade anfitriã da feira internacional de tecnologia “Mobile World Congress” e, ao mesmo tempo, está em quinto lugar na Europa, no que respeita ao número de startups existentes. A metodologia qualitativa com o recurso ao estudo de caso foi a estratégia de investigação utilizada, a qual privilegiou a triangulação na recolha de dados através da realização de entrevistas em profundidade e da análise documental. Foram estudadas três marcas sustentadas no ambiente digital, cuja atividade se desenvolve no meio online. Os resultados do estudo mostraram que o planeamento de relações públicas das marcas digitais analisadas é realizado em quatro etapas: a pesquisa, o planeamento, a implementação e a avaliação. As ações de relações públicas destas marcas estão integradas em estratégias de marketing e privilegiam ações de publicidade, de marketing de conteúdo e de marketing de influência, que combinam a criatividade e a análise a fim de se atingirem as metas de growth hacking. As estratégias destas marcas procuram atingir metas de comunicação a curto prazo e as técnicas utilizadas orientam-se por uma abordagem de gestão por objetivos.

O presente artigo discute o uso dos média sociais nas campanhas que visam promover a mudança social no setor da educação. O principal foco de análise é as estratégias de relações públicas utilizadas: a partilha de depoimentos reais e o desenvolvimento do storytelling, como conteúdos que aumentam a afinidade e o envolvimento com vista à mudança social. Para este trabalho foram desenvolvidos dois estudos de caso que debatem as campanhas de duas organizações não-governamentais do setor da educação, realizadas através de média sociais: #LeonorDejaLaEscuela da Fundación Secretariado Gitano, em Espanha, em 2015, e #Amigo-Bagos-Douro da Bagos d’Ouro, em Portugal, em 2017. A primeira foi implementada, principalmente, no Twitter – uma das redes sociais mais conhecidas e usadas atualmente –, enquanto a segunda utilizou o WhatsApp – o sistema de mensagens móveis mais popular nos dias de hoje –, como meios de campanha para promover um acesso mais amplo à educação. Este estudo tem como objetivo responder à seguinte questão de partida: qual é o papel dos média sociais nas estratégias de relações públicas das organizações sem fins lucrativos? Trata-se de uma questão que exprime dois objetivos de pesquisa: (1.º) aprofundar o conhecimento sobre a capacidade das redes sociais produzirem interação comunicativa; e (2.º) (re)enquadrar as relações públicas nas estratégias da comunicação para o desenvolvimento. A análise demonstra como as redes sociais têm contribuído significativamente para alterar o modo como as estratégias de relações públicas são usadas no terceiro setor. Na verdade, os média sociais podem desempenhar um papel fundamental na comunicação sem fins lucrativos, nomeadamente cumprindo alguns propósitos: fazendo lobbying por causas sociais, criando alianças, angariando financiamento, mobilizando voluntários, envolvendo os média tradicionais e a comunidade, ou advogando pela reforma de políticas.

A presente investigação centra-se no estudo das relações públicas nos cinco conservatórios superiores de música da Andaluzia (Espanha), que representam 16% dos centros de educação musical do país: o Real Conservatório Superior de Música Victoria Eugenia de Granada; o Conservatorio Superior de Música Andrés Vandelvira de Jaén; o Conservatorio Superior de Música de Málaga; o Conservatorio Superior de Música Rafael Orozco de Córdoba; e o Conservatorio Superior de Música Manuel Castillo de Sevilha. Neste contexto, realizou-se um estudo sobre a sua comunicação, centrado em dois aspetos: na contextualização dos conservatórios no panorama histórico-nacional (já que são instituições que datam do século XVII) e na análise das suas relações e interações no âmbito interno e externo. A temática foi abordada na perspetiva da comunicação educacional e institucional, através da realização de entrevistas semiestruturadas com membros das equipas de gestão de cada um dos centros; mediante a análise bibliográfica e documental; e recorrendo à análise do conteúdo nas redes sociais (Facebook, Twitter, Instagram e YouTube) e dos sites oficiais de cada instituição. Como resultados, este estudo mostra que as relações públicas dos conservatórios superiores da música, para com os seus públicos, vão para além do campo educacional e permitem definir os conservatórios como geradores e disseminadores de paradigmas do património da sua cidade e da sua comunidade como um todo.

Sabe-se que o crescimento dos utilizadores das redes sociais obrigou muitas instituições a considerar a relevância deste canal de comunicação. Nada se sabe, contudo, sobre a utilização das redes sociais pelos ACeS – Agrupamentos de Centros de Saúde, serviços públicos integrados no Serviço Nacional de Saúde (SNS), que têm por missão a prestação de cuidados de saúde primários, a promoção da saúde e prevenção da doença e a ligação a outros serviços para a continuidade dos cuidados. No ato da sua criação, em 2008, o governo reconheceu que os cuidados de saúde primários são o pilar central do sistema de saúde. Defende-se, neste estudo, que a comunicação deve estar orientada para o cumprimento da missão das instituições. Deste modo, pretende-se perceber de que forma a comunicação desenvolvida por estas instituições do SNS, particularmente a que recorre às redes sociais, está a contribuir para o cumprimento das suas missões organizacionais. Os objetivos deste estudo foram identificar os ACeS que estão presentes no Facebook e analisar a comunicação que aí tem sido desenvolvida. O corpus de análise foi constituído pelo universo de todos os ACeS existentes em Portugal. As fontes dos nossos dados foram todas as publicações públicas nas páginas de Facebook dos ACeS em 2018. Para a análise sistemática dos dados (análise das mensagens manifestas), utilizou-se o método de análise de conteúdo tanto com cariz quantitativo como qualitativo.