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

Long-Term Evaluation of the Influence of Mechanical Pruning on Olive Growing

In Portugal, olive (Olea europaea L.) groves with the traditional tree density of around 100 trees ha -1, necessitate increasing pruning costs every year. As a result farmers tend to lengthen pruning intervals. With the purpose of studying a mechanised alternative to the expensive, labor-intensive manual pruning practice, the authors established in 1997 field trials with the following three treatments: i) manual pruning with a chain saw; ii) mechanical pruning, performed by a tractor mounted cutting bar provided with 6 circular disc-saws; and iii) mechanical pruning, as in the mechanical pruning treatment, followed by a manual pruning complement. The effect of the above treatments on olive production and on harvesting efficiency was evaluated every year for 8 yr. The harvesting was performed by a trunk shaker, and the remaining non-detached fruits were collected manually. The pruning rate of mechanical pruning (487 trees hour-1man-1) was substantially higher than the values of manual pruning and mechanical+manual pruning, which were the same (20 trees hour-1man-1). Over the 8-yr period, mechanical pruning had an average yield of 36,4 kg tree-1 year-1 which was significantly higher than the 30,1 kg tree-1 year-1 of manual pruning and no significantly different from the 34,1 kg tree-1 year-1 of mechanical+manual pruning. The shaker efficiency was significantly influenced by the year, ranging from 72% to 96%; no significant differences were found between treatments in terms of harvesting efficiency. These tests indicate that after mechanized pruning (horizontal cut at the uppermost part of the canopy) trees can be kept for at least 8 years without any significant loss in olive yield per tree and no effect in harvesting efficiency, therefore reducing costs. Selective manual complement to the mechanized pruning, performed in the same year, does not provide any further advantages in olive yield nor in shaker performance and consequently increasing production costs

World Equity Markets: A New Approach for Segmentation (in English)

This paper is an assessment of international equity-market integration and uses an innovative approach to segment equity markets into related geographic areas. The authors´ focus is on the relationships among the returns of the dominant national equity indexes by continent. To understand how these indexes have evolved, the authors will concentrate on a reduced number of dimensions extracted from principal components analysis. They will demonstrate that each one of these components is particularly associated with certain groups of nations and less associated with others.interaction, principal components analysis, returns

Dealing with inconsistent judgments in multiple criteria sorting models.

Sorting models consist in assigning alternatives evaluated on several criteria to ordered categories. To implement such models it is necessary to set the values of the preference parameters used in the model. Rather than fixing the values of these parameters directly, a usual approach is to infer these values from assignment examples provided by the decision maker (DM), i.e., alternatives for which (s)he specifies a required category. However, assignment examples provided by DMs can be inconsistent, i.e., may not match the sorting model. In such situations, it is necessary to support the DMs in the resolution of this inconsistency. In this paper, we extend algorithms from Mousseau et al.(2003) that calculate different ways to remove assignment examples so that the information can be represented in the sorting model. The extension concerns the possibility to relax (rather than to delete) assignment examples. These algorithms incorporate information about the confidence attached to each assignment example, hence providing inconsistency resolutions that the DMs are most likely to accept.Multicriteria decision aiding; Inconsistency analysis; Sorting problem;

Restoration of Poissonian Images Using Alternating Direction Optimization

Much research has been devoted to the problem of restoring Poissonian images, namely for medical and astronomical applications. However, the restoration of these images using state-of-the-art regularizers (such as those based on multiscale representations or total variation) is still an active research area, since the associated optimization problems are quite challenging. In this paper, we propose an approach to deconvolving Poissonian images, which is based on an alternating direction optimization method. The standard regularization (or maximum a posteriori) restoration criterion, which combines the Poisson log-likelihood with a (non-smooth) convex regularizer (log-prior), leads to hard optimization problems: the log-likelihood is non-quadratic and non-separable, the regularizer is non-smooth, and there is a non-negativity constraint. Using standard convex analysis tools, we present sufficient conditions for existence and uniqueness of solutions of these optimization problems, for several types of regularizers: total-variation, frame-based analysis, and frame-based synthesis. We attack these problems with an instance of the alternating direction method of multipliers (ADMM), which belongs to the family of augmented Lagrangian algorithms. We study sufficient conditions for convergence and show that these are satisfied, either under total-variation or frame-based (analysis and synthesis) regularization. The resulting algorithms are shown to outperform alternative state-of-the-art methods, both in terms of speed and restoration accuracy.Comment: 12 pages, 12 figures, 2 tables. Submitted to the IEEE Transactions on Image Processin