Metodologias de media training desenvolvidas pelas assessorias de comunicação.

As the main objective, this research tried to identify the agencies that use media training, and investigate how they compose and / or innovate their approach to training and development in the face of new market demands. This study sought to answer the following question: What are the methodological approaches used by agencies to develop communication process media training? 26 interviews were conducted in 14 agencies in Sao Paulo, enrolled in Brazilian Association of Communication Agencies (Abracom), whose analysis allows us to state that the main approaches are directly related to simulations (press, TV, radio and collective) and customization of training. Construction of organizational image is a constant concern in media training programs and among the most innovative actions identified, it is worth mentioning the use of role play and the use of media training for social media. [ABSTRACT FROM AUTHOR]