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O que s o as rela es p blicas 9 defini es

1. Uma defini??o de RP centrada na gest?o da conflitualidade . ?RP ? a arte de reduzir a conflitualidade das organiza??es com os seus ambientes e assim reduzir ou evitar custos (os custos que decorrem precisamente do conflito) a administra??es e a accionistas".. 2. Uma defini??o de RP que se pr

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O que s o as rela es p blicas 9 defini es

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    1. O que so as relaes pblicas ? (9 definies) Cadeira de Relaes Pblicas Rogrio Ferreira de Andrade

    2. 1. Uma definio de RP centrada na gesto da conflitualidade RP a arte de reduzir a conflitualidade das organizaes com os seus ambientes e assim reduzir ou evitar custos (os custos que decorrem precisamente do conflito) a administraes e a accionistas.

    3. 2. Uma definio de RP que se pretende universal (I) (Baseada numa ambiciosa pesquisa realizada em 1975 pela Foundation for Public Relations Research and Education com entrevistas a 65 profissionais e anlise de cerca de 470 definies diferentes de RP) Public Relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; (cont.)

    4. 2. Uma definio de RP que se pretende universal (II) (cont.) defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools. Seitel, Fraser (2006,10th edition), The practice of public relations, New Jersey: Prentice Hall, p6

    5. 3. A definio do Institute of Public Relations (UK) Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support, and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.

    6. 4. A definio de um manual de referncia em RP Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. This conceptual definition positions the many activities and goals in public relations practice as a management function. It also identifies building and maintaining mutually beneficial relationships between organizations and publics as the moral and ethical basis of the profession. Cutlip, Scott M.; Center, Allen M.; Broom, Glen M. (2005, 9th edition), Effective public relations, Prentice-Hall, p6

    7. 5. Uma definio funcional das RP (I) a) A frmula R.A.C.E. Communications professor John Marston suggested that public relations be defined in terms of four specific functions: (1) research, (2) action, (3) communication, and (4) evaluation. Applying the R-A-C-E approach involves researching attitudes on a particular issue, identifying action programs of the organization that speak to that issue, communicating those programs to gain understanding and acceptance, and evaluating the effect of the communication efforts on the public.

    8. 5. Uma definio funcional das RP (II) b) A frmula R.O.S.I.E. (extenso da frmula R.A.C.E.) Public relations professor Sheila Clough Crifasi has proposed extending the R-A-C-E formula into the five-part R-O-S-I-E to encompass a more managerial approach to the field. R-O-S-I-E prescribes sandwiching the functions of objectives, strategies, and implementation between research and evaluation. lndeed, setting clear objectives, working from set strategies and implementing a predetermined plan is a key to sound public relations practice Seitel, Fraser (2006, 10th edition), The practice of public relations, New Jersey: Prentice Hall, p7

    9. 6. Uma definio-mix: Marketing Public Relations (MPR) MPR o processo de planear, executar e avaliar programas que encorajem o acto de compra e a satisfao do consumidor, atravs da comunicao credvel de informao e de impresses que aproximem as empresas e os seus produtos das necessidades, desejos, preocupaes e interesses dos consumidores (...). No futuro, as relaes pblicas desempenharo um papel decisivo na definio de estratgias de marketing que respondam s preocupaes do consumidor. No sentido clssico, as relaes pblicas influenciaro no apenas o que as empresas dizem, mas o que fazem. Harris, Thomas (1991), The marketeers guide to PR, John Wiley & Son

    10. 7. Uma definio (provocadora) das RP enquanto criadoras de marcas (I) A percepo tudo. A grande questo como criar uma percepo favorvel no esprito do consumidor. E a publicidade tem um registo pobre quanto a esta matria (p62)... A publicidade como ferramenta para construir uma marca est morta. Mas a publicidade tem uma segunda vida como ferramenta de manuteno da marca, depois de esta ter sido construda pelas RP. O caminho para construir uma marca atravs das relaes pblicas (p97)... (Cont.)

    11. 7. Uma definio (provocadora) das RP enquanto criadoras de marcas (II) (Cont.) .... Se precisar de criatividade, ento a marca deve utilizar as relaes pblicas. Criamos marcas pelas RP. Mantemos marcas com a publicidade (p185)... Publicidade e relaes pblicas podem viver juntas e felizes para sempre apenas se cada uma das disciplinas aceitar o seu papel legtimo na famlia do marketing (p198). Ries, Al; Ries, Laura (2003), A queda da publicidade e a ascenso das relaes pblicas, Lisboa: Editorial Notcias

    12. 8. Uma definio das RP na era das redes e da globalizao Public relations is the strategic communication that different types of organisations use for establishing and maintaining symbiotic relationships with relevant publics many of whom are increasingly becoming culturally diverse. Sriramesh & Vercic (2009), The global public relations handbook: Theory, research, and practice. New York: Routledge (p. xxxiv)

    13. 9. A definio proposta na cadeira de RP As Relaes Pblicas so um meio de expresso pblica estratgica por parte de interesses constitudos ou a constituir para, atravs de argumentao convincente e de laos emocionais positivos, influenciarem e/ou obterem a confiana de mltiplos stakeholders na esfera dos negcios, da poltica, da administrao pblica ou da economia social. (in Programa da cadeira de relaes pblicas)

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