A Pirâmide das RP: Os media sociais e o papel das Relações

This paper explores the relationship between social media as tools used by public relations professionals and as part of the daily lives of organizations’ stakeholders, identifying emergent practices in public relations and confronting new perspectives, both professional and academic, on public relations functions and on its role within organizational communication. Departing from the agreement shared by academics and professionals on a profound shift in public relations as a consequence of the increasingly widespread, intense and frequent use of social media, this paper intends to clarify the nature and terms of that shift. Two perspectives are confronted: one of them is focused on emergent professional practices and regards social media as tools at the disposal of the PR professional; the other is broader in scope and views social media as a contextual factor that influences both the stakeholders’ behavior patterns and PR practices, thus redefining the role of public relations within organizational communication. The paper presents results from an exploratory study whose goal was to identify a conceptual framework for understanding the impact of social media on public relations.A relevant case study was identified, presenting the solution found by TAP, the Portuguese airline company, to deal with communication crisis involving the social media and to successfully manage social media use as a complementary communication channel. TAP’s social media presence is managed through an articulation of public relations, marketing and customer support where public relations assume a pivotal role. Drawing on this case study, we propose the PR pyramid as a theoretical model that redefines the role of public relations as the orchestrator of the consistent, coherent and integrated communication that is demanded by the contemporary digital context

Telenovelas latinas en el área ibérica : la telenovela latinoamericana

El drama de televisión, especialmente en su forma más conocida, la telenovela diaria, es una narración que, de una manera muy peculiar en Brasil, se convirtió en el principal y más lucrativo de los productos de televisión, desde el advenimiento de la televisión en 1950. (Mogadouro, 2007). Para Martín-Barbero, el campo de las comunicaciones en América Latina, es una crítica a la visión elitista de la cultura, con importantes contribuciones a la teoría de la mediación, especialmente para estudios de televisión, por el punto de vista de los estudios culturales de la realidad europea La telenovela es el producto cultural más popular y lucrativo de la televisión de Brasil, consumido por todos los sectores de la sociedad. Aunque tiene su origen esencialmente en el género melodramático, este género ha recorrido un camino muy interesante en Brasil, como deseaba su propia forma de narrativa popular, basada en las relaciones de la vida diaria, añadiendo realismo y la crítica social mediante la creación de un producto que es muy representativo de la modernidad en Brasil, por unirse a lo moderno y a lo arcaico, un producto típico de la hibridación cultural (García-Canclini, 2000). Esta producción es ahora lo que se consume en muchos países europeos, especialmente en Portugal.The TV drama, especially in its most familiar form, the daily soap opera, is a narrative that, in a peculiar way in Brazil, became the largest and most lucrative television products, since the advent of television in 1950. (Mogadouro,2007). For Martin-Barbero, the field of communications in Latin America, is a critique of the elitist view of culture, with major contributions to the theory of mediation, especially for television studios, at the point of view of cultural studies of the Europea reality. The sopa opera is the most popular and lucrative cultural product of television in Brazil, consumed by all sectors of society. Although it has its origin essentially in the melodramatic genre, this genre has come a very interesting way in Brazil, as sought their own form of popular narrative, based on the relationships of daily life, adding realism and social criticism by creating a product that is very representative of modernity in Brazil, to join the modern and archaic, a typical product of cultural hybridity (García-Canclini, 2000). This production is now consumed in many European countries, especially in Portugal

Conveyed religion: a strategic communication proposal for religious institutions

Contemporary society has fostered a period of transformation in religious communication. Globalisation propels a communicated religion that forges a dialogue with its followers and with society as a whole. In this chapter, we aim to describe the existing situation, analysing religions as a social fact in a global society that is shaped by the movement of people and the proliferation of (traditional and new) media channels. From this perspective, religious institutions are viewed as living organisations that must accept the current context and need to develop a strategic communication plan. The chapter begins with a review of a theoretical corpus on religion, communication, and society, intersecting various reflections with theories of strategic communication and crisis communication. It aims to respond to the following question: how can religious institutions use strategic communication in the contemporary world? This is a qualitative investigation, empirically supported by interviews with two prominent figures from the Catholic Church, as a case study. The principal results of this research, based on the observation of contemporary society, include the importance of correct use of new media for strategic communication, and continuous training in order to improve strategic communication plans, that should operate on a continuous basis.This work is supported by national funds through FCT – Fundação para a Ciência e a Tecnologia, I.P., under the project UIDB/00736/2020

The PR pyramid as model for managing organizational social media presence?

This paper explores social media as a new tool for Public Relations and also the implications of having a social media presence for organizations, confronting a literature review with empirical findings on emergent practices in organizations and exploring more particularly an example of best practices. Departing from the agreement shared by Public Relations academics and professionals on a profound shift in Public Relations as a consequence social media use, this paper intends to clarify 1) whether social media are tools that redefine PR practices or a contextual factor that redefines the role of Public Relations within organizational communication; and 2) which are the implications for organizations of deciding to manage a social media presence based on an exploratory and trial-and-error logic, vis-à-vis the implementation of concrete strategies.The paper presents an exploratory study that identifies a relevant casestudy: TAP Portugal, the Portuguese airline company. This organization is present on different social media and found its own strategy for successfully managing such presence. Based on this example, we propose a model for managing organizational social media presence – the PR Pyramid – that articulates a combined structure involving Public Relations, Marketing and Customer Care. In times if crises, the Public Relations assume a pivotal role as the orchestrator of integrated communication.info:eu-repo/semantics/publishedVersio

The articulation of massmedia and social media: exploring civic movements in Portugal

Each time a new communication medium is introduced and reaches relative generalization, it creates new balances and articulations among the existing media, thus reconfiguring the whole mediatic and communicational landscape (Bolter and Grusin, 2000; Jenkins, 2006). In contemporary society, two types of media with totally different characteristics and operating logics coexist, articulate and converge among themselves – massmedia and social media – resulting in a new way of communicating, describes by Manuel Castells (2009) as mass-self communication. Within public relations, several authors recognize a transition from asymmetric communication theories and models, in which organizations publicize information a strongly control their messages, to more symmetric conversation and dialogic models that are emerging as a consequence of PR professionals using social media as communication channels and tools (Kunsch, 2003; Solis and Breakenridge, 2009; Scott, 2010; Macnamara and Zerfass, 2012). Although most of these authors highlight the loss of control over their messages that organizations are undergoing, others explore the emergence of new power balances that are not necessarily symmetric or equalitarian (Edwards and Hodges, 2001; Coombs and Holladay, 2012; Dutta, Ban and Pal, 2012). This paper explores civic movements as an example of the new articulations among massmedia and social media that emerging, as well as new power balances between the public, media and politic agendas (McCombs and Shaw, 1972). Using qualitative methods, this paper empirically explores the recent civic movements against austerity in Portugal, that culminated with the demonstrations “Geração à Rasca” [‘Precarious’ Generation] (12th March 2011) and “Que se lixe a Troika!: Queremos as nossas vidas” [Screw Troika! We want our lives back] (15th September 2012), discussing the articulation of massmedia and social media that was done both by citizens and communication professionals (PRs and journalists, as well the role played by each of these types of media in publicizing, mobilizing and in the social impact of these movements

The relationship between the most consumed digital media in Portugal and audience participation mechanisms

Introduction: Digital journalism is well established in Portugal. However, the Portuguese public tend to opt for traditional media websites over those of a digital native nature. This research will confirm whether the reason for the national success of the former type of media is that their websites offer more participation mechanisms for the publics. Methods: Based on a qualitative methodology, an ad hoc methodological instrument was designed that allows for the evaluation of the ways in which audiences can interact with brands and content. Results and discussion: The results are highly surprising, since it is not possible to verify any type of relationship between preferred media and the number of audience participation mechanisms. Experts on a Delphi panel attribute media selection to the audiences’ interest in the stories covered and to the trust placed in the media.The author(s) declare that financial support was received for the research, authorship, and/or publication of this article. All sources have been submitted (see in the text). This article is part of the R&D project Digital-native media in Spain: Strategies, competencies, social involvement and (re)definition of practices in journalistic production and diffusion (PID2021-122534OB-C21), funded by MICIU/ AEI/10.13039/501100011033 and by “ERDF/EU”. The research was carried out within the framework of the research stay that the main researcher of this study (José Sixto-García) developed at the University of Minho (Portugal). This activity is part of the R&D project Digitalnative media in Spain: Strategies, competencies, social involvement and (re)definition of practices in journalistic production and diffusion (PID2021-122534OB-C21), funded by MICIU/AEI/10.13039/5011 00011033 and by “ERDF/EU”

Cenários Para Criação Intercultural: O Papel da Comunicação na Carta Cultural Ibero-Americana

Neste capítulo, analisa-se a Carta Cultural Ibero-Americana (2006), um projeto de colaboração da Secretaria Geral Ibero-Americana, da Agência Espanhola de Cooperação Internacional para o Desenvolvimento e da Organização dos Estados Ibero-americanos para Educação, Ciência e Cultura. Esta investigação aborda um processo intercultural, complexo, ambivalente, feito de fluxos e refluxos, o espaço ibero-americano. São observados os aspetos culturais dessa comunidade no espaço global, propondo modelos para uma partilha, como tornar comum, comunicar, ações de cultura, assim como apresentar conteúdos culturais com referência à Carta Cultural Ibero-Americana para a população mais jovem. Temos como objetivo, adotando um modelo qualitativo, sugerir a formulação de hipóteses a partir de uma pergunta inicial: “qual a relevância da Carta Cultural Ibero-Americana para a definição de políticas culturais em Portugal na década 2020–2030?”. A investigação tem como referência teórica os estudos latino-americanos das ciências da comunicação em diálogo com os estudos anglo-saxónicos da comunicação e do marketing. Esta investigação recomenda como resultados do estudo: a criação de cenários comunicacionais para cultura, a profissionalização da comunicação e a colaboração empresarial com a criação de clusters culturais e criativos

Língua portuguesa global: um estudo de caso luso-brasileiro

O presente trabalho propõe uma teorização sobre o espaço global que a língua portuguesa ocupa no contexto da sociedade da informação. Adotando uma abordagem interpretativista procurámos analisar o espaço luso-brasileiro no contexto da rede das redes, a internet. A investigação também analisa a importância dos diferentes meios de comunicação social, a mobilidade proporcionada pelos média digitais e a movimentação das pessoas no espaço luso-brasileiro. O espaço da lusofonia é considerado no quadro luso-brasileiro e no quadro das relações que prevalecem na sociedade contemporânea globalizada. Neste enquadramento partimos do posicionamento da tradição sociocultural em Ciências da Comunicação, com contribuições de outras tradições e de estudos de outras áreas científicas, explorando a comunicação e o uso de novas tecnologias de informação como contexto para uma ‘língua portuguesa global’. Temos em consideração diversas investigações sobre esta temática, procurando mostrar, sugerir e apontar a relevância das novas tecnologias, o seu uso e do ambiente por elas criado, para a comunicação na contemporaneidade

Relações Públicas, Comunicação Organizacional e empresarial: exposição da atual sociedade tecnológica Luso-Brasileira

Este artigo explora os conceitos de Relações Públicas e Comunicação Organizacional junto da atual sociedade tecnológica luso-brasileira. Abordaremos os conceitos de medias sociais e as ferramentas disponibilizadas para as Relações Públicas, confrontando uma revisão da literatura com alguns exemplos das práticas emergentes nas organizações. Partindo do entendimento compartilhado por académicos e profissionais de uma profunda mudança nas relações públicas com a chegada das novas tecnologias de informação e comunicação, o presente trabalho pretende esclarecer 1) mudança nos conceitos de Relações Públicas e Comunicação Organizacional e a relação com os consumidores que produzem e reproduzem informações criando um novo mix de comunicação; e 2) identificar o actual cenário das Relações Públicas em Portugal e no Brasil a fim de traçar um paralelo com a Comunicação Organizacional procurando uma defesa dos conceitos de Relações Públicas

Cenários para criação intercultural: o papel da comunicação na Carta Cultural Ibero-Americana

Neste capítulo, analisa-se a Carta Cultural Ibero-Americana (2006), um projeto de colaboração da Secretaria Geral Ibero-Americana, da Agência Espanhola de Cooperação Internacional para o Desenvolvimento e da Organização dos Estados Ibero-americanos para Educação, Ciência e Cultura. Esta investigação aborda um processo intercultural, complexo, ambivalente, feito de fluxos e refluxos, o espaço ibero-americano. São observados os aspetos culturais dessa comunidade no espaço global, propondo modelos para uma partilha, como tornar comum, comunicar, ações de cultura, assim como apresentar conteúdos culturais com referência à Carta Cultural Ibero-Americana para a população mais jovem. Temos como objetivo, adotando um modelo qualitativo, sugerir a formulação de hipóteses a partir de uma pergunta inicial: “qual a relevância da Carta Cultural Ibero-Americana para a definição de políticas culturais em Portugal na década 2020–2030?”. A investigação tem como referência teórica os estudos latino-americanos das ciências da comunicação em diálogo com os estudos anglo-saxónicos da comunicação e do marketing. Esta investigação recomenda como resultados do estudo: a criação de cenários comunicacionais para cultura, a profissionalização da comunicação e a colaboração empresarial com a criação de clusters culturais e criativos.Este trabalho é apoiado por fundos nacionais através da FCT – Fundação para a Ciência e a Tecnologia, I.P., no âmbito do projeto UIDB/00736/2020