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

Datación del recinto murado calcolítico de Las Mesas (La Fuente, España)

El yacimiento amurallado de media hectárea de Las Mesas se ubica en la margen oeste del río Guadiana (La Fuente, Badajoz, España). El análisis de la cultura material recuperada en prospecciones de superficie remite a un arco cronológico que va desde el Neolítico Final (ca. 3600-2900 AC) a la Edad del Cobre (III milenio AC). Las excavaciones han revelado una muralla polibastionada y un espacio habitacional en el centro del asentamiento con tres fases de uso, diferentes áreas funcionales y un hoyo votivo adscrito a la segunda fase. En un hoyo ritual efectuado en la segunda fase se ha recuperado una cornamenta de cérvido que ha sido datado mediante AMS-14C. Se analizaron por Luminiscencia Ópticamente Estimulada (OSL) muestras de un nivel de uso de suelo asignado a la segunda fase (UE-9/10) y de la base de un horno asociado a la primera fase (UE- 18). Se aplicó un procedimiento de Dosis Única Regenerativa (SAR) sobre la fracción de granos de cuarzo de 90-160 μm. Se efectuó también un análisis de 7 muestras tomadas de la estratigrafía para determinar las variaciones de la conducta luminiscente y la edad relativa a través de la secuencia estratigráfica en muestras polimi- nerales mediante luminiscencia estimulada infrarojaópticamente y térmicamente (IRSl, OSL, TSL). La datación y el perfil luminiscente indican que el nivel superior (UE-1B) pertenecería probablemente al Bronce Final (ca. 1000 AC), pero que el resto de la secuencia estratigráfica se corresponde con una ocupación del Neolítico Final-Edad del Cobre. Siendo lo más probable que la ocupación del sitio tuviera lugar entre el 3300 y el 2900 AC. Se detectan vacíos de ocupación entre la fase I y II, y entre la fase II y la ocupación del Bronce Final (fase III). Indicando que el asentamiento fue abandonado y reocupado en dos ocasiones, una en la Edad del Cobre y una en el Bronce Final. La fecha de 4254 ± 45 BP (3010-2675 cal AC) obtenida mediante AMS-14C coincide con las fechas luminiscente de la fase II, apuntando que el hoyo fue excavado al principio de la fase II. Las fechas luminiscentes y radiocarbónicas combinadas muestran que el asentamiento de Las Mesas fue ocupado durante la colonización agrícola del territorio que tuvo lugar en el Neolítico Final, abandonado durante la Edad del Cobre y reocupado en el Bronce Final. Los vacíos poblacionales registrados podrían relacionarse con las evidencias de quemado y destrucción parcial de la muralla del asentamiento, y su posterior reconstrucción y consolidación.The site of Las Mesas is located in the west bank of the Guadajira river (La Fuente, Badajoz, Spain). It covers a half hectare and is enclosed by a stone wall. Previous assessments based on site surveys suggested a general chronological span from Late Neolithic period (ca. 3600- 2900 BC) through the Copper Age (3rd millennium BC). Excavations revealed a well-constructed wall with bastions and a domestic space at the centre of the site with three occupational phases. Several functional areas and a votive pit are ascribed to the second phase. A deer antler located in a re-cut ritual pit associated to the second phase was dated by AMS-14C. Samples from a living floor assigned to the second phase (SU- 9/10) and the basement of a kiln associated with the first phase (SU-18) was dated by optically stimulated luminescence (OSL) using the single aliquot regenerative dose (SAR) protocol on 90-160 μm quartz grains. Luminescence profiling analysis of 7 samples taken throughout the archaeological stratigraphy was used to assess variations in luminescence behaviour and relative age through the sequence, using infrared-, optically –and thermally– stimulated luminescence (IRSL, OSL, TSL) on poly-mineral and etched samples. Luminescence dating and profiling indicates that the upper archaeological layer (SU-1B) probably dates to the Late Bronze Age (ca. 1000 BC), but that the sediments in the remainder of this section accumulated during the late Neolithic-Copper Age: the site was most probably inhabited between 3300 and 2900 BC. There were gaps in occupation between the Late Neolithic-Cooper Age phases (I & II), and between the Late Neolithic-Cooper Age phases and Late Bronze Age phase (II & III), indicating that the site was abandoned and reoccupied twice. The AMS-14C date on deer antler of 4254 ± 45 BP (3010- 2675 cal BC) is consisten with the OSL results for phase II, indicating that the pit was excavated at the beginning of the second occupational phase. Combined OSL and AMS-14C dating shows that Las Mesas site was first occupied during Late Neolithic farming colonization, abandoned during the Copper Age and occupied again during the Late Bronze Age. The occupational gap recorded during the Copper Age relates to evidence for burning of the site and the partial destruction of the wall, followed by its reconstruction and consolidation

A Real Options Model with Games Applied to the Rio de Janeiro Residential Real Estate Market

Purpose – To determine the optimal investment strategy in Nash equilibrium for the residential real estate market of Rio de Janeiro, considering the uncertainty in the demand for real estate and the number of active competitors in the market. Design/methodology/approach – A Real Options Game model was developed. The parameters of the model were estimated with econometric tools using data from the Rio de Janeiro real estate market. Findings – The quantitative results obtained are intuitive in the sense that the larger the number of competitors, the lower the level of demand required for investment in new units, whereas the greater the volatility of demand, the greater the demand threshold for the investment to be optimal. Originality/value – This study modified the methodology of Grenadier (2002), providing a more adequate and robust specification of the uncertainty for the demand function, thus allowing more intuitive economic interpretations

Monitoramento de indicadores de saúde em Instituições de Longa Permanência para Idosos

This study aimed to present health indicators that identify problems related to elders who reside in Long Permanence Institutions for the Elderly (Brazilian acronym ILPI). It consists of a descriptive and longitudinal study conducted in collaboration with the Sanitary Surveillance (Brazilian acronym VISA) and the ILPI of Natal city. The study included reports sent by the institutions to the Sanitary Surveillance between 2013 and 2014. The population in the study was composed by 16 ILPI registered by VISA. Data were collected between June and August 2015. As for the indicators, it was observed that ILPI presented, in 2013 and 2014, respectively, a high mortality rate (3.9%; 11%), and high rates of incidence of diarrhea (5.8%; 24,5%), of dehydration (3,9%; 23,6%), of decubitus ulcer (2.6%; 21.6%), and of malnutrition (11%; 27.3%) over the total of institutionalized elders. When it comes to falls, only few institutions notified them; this fact undermines the monitoring of one of the most prevalent problems inside the institutional environment. All these efforts may contribute to implementing measures that favor the improvement of care of the institutionalized elders, as joint activities between health promotion, and prevention of health problems may be arranged and executed.O presente estudo avaliará como as Instituições de Longa Permanência para Idosos (ILPI) do município de Natal estão se comportando frente à avaliação e monitoramento de indicadores. Trata-se de um estudo descritivo e longitudinal realizado junto à Vigilância Sanitária (VISA) e as ILPI no município de Natal. O estudo utilizou os relatórios enviados pelas instituições à VISA no período de 2013 a 2014. A população desse estudo foi as 16 ILPI cadastradas no município de Natal, RN. O período de coleta dos dados se deu nos meses de junho a agosto de 2015. Quanto aos indicadores, observou-se que as ILPI apresentaram, em 2013 e 2014, respectivamente, uma elevada taxa de mortalidade (3,9%; 11%), altas taxas de incidências de diarreia (5,8%; 24,5%), desidratação (3,9%; 23,6%), úlcera de decúbito (2,6%; 21,6%) e desnutrição (11%; 27,3%) sobre o total de idosos institucionalizados. Em se tratando de quedas com lesão, poucas instituições notificaram a ocorrência desse evento, o que inviabiliza o monitoramento de um dos agravos de maior prevalência no meio institucional. Todos esses esforços poderão contribuir com ações que favoreçam a melhoria da atenção e assistência aos idosos institucionalizados, na perspectiva de que possam ser realizadas atividades conjuntas de promoção da saúde e prevenção de agravos à saúde

May Measurement Month 2018: a pragmatic global screening campaign to raise awareness of blood pressure by the International Society of Hypertension

Aims Raised blood pressure (BP) is the biggest contributor to mortality and disease burden worldwide and fewer than half of those with hypertension are aware of it. May Measurement Month (MMM) is a global campaign set up in 2017, to raise awareness of high BP and as a pragmatic solution to a lack of formal screening worldwide. The 2018 campaign was expanded, aiming to include more participants and countries. Methods and results Eighty-nine countries participated in MMM 2018. Volunteers (≥18 years) were recruited through opportunistic sampling at a variety of screening sites. Each participant had three BP measurements and completed a questionnaire on demographic, lifestyle, and environmental factors. Hypertension was defined as a systolic BP ≥140 mmHg or diastolic BP ≥90 mmHg, or taking antihypertensive medication. In total, 74.9% of screenees provided three BP readings. Multiple imputation using chained equations was used to impute missing readings. 1 504 963 individuals (mean age 45.3 years; 52.4% female) were screened. After multiple imputation, 502 079 (33.4%) individuals had hypertension, of whom 59.5% were aware of their diagnosis and 55.3% were taking antihypertensive medication. Of those on medication, 60.0% were controlled and of all hypertensives, 33.2% were controlled. We detected 224 285 individuals with untreated hypertension and 111 214 individuals with inadequately treated (systolic BP ≥ 140 mmHg or diastolic BP ≥ 90 mmHg) hypertension. Conclusion May Measurement Month expanded significantly compared with 2017, including more participants in more countries. The campaign identified over 335 000 adults with untreated or inadequately treated hypertension. In the absence of systematic screening programmes, MMM was effective at raising awareness at least among these individuals at risk

Elective cancer surgery in COVID-19-free surgical pathways during the SARS-CoV-2 pandemic: An international, multicenter, comparative cohort study

PURPOSE As cancer surgery restarts after the first COVID-19 wave, health care providers urgently require data to determine where elective surgery is best performed. This study aimed to determine whether COVID-19–free surgical pathways were associated with lower postoperative pulmonary complication rates compared with hospitals with no defined pathway. PATIENTS AND METHODS This international, multicenter cohort study included patients who underwent elective surgery for 10 solid cancer types without preoperative suspicion of SARS-CoV-2. Participating hospitals included patients from local emergence of SARS-CoV-2 until April 19, 2020. At the time of surgery, hospitals were defined as having a COVID-19–free surgical pathway (complete segregation of the operating theater, critical care, and inpatient ward areas) or no defined pathway (incomplete or no segregation, areas shared with patients with COVID-19). The primary outcome was 30-day postoperative pulmonary complications (pneumonia, acute respiratory distress syndrome, unexpected ventilation). RESULTS Of 9,171 patients from 447 hospitals in 55 countries, 2,481 were operated on in COVID-19–free surgical pathways. Patients who underwent surgery within COVID-19–free surgical pathways were younger with fewer comorbidities than those in hospitals with no defined pathway but with similar proportions of major surgery. After adjustment, pulmonary complication rates were lower with COVID-19–free surgical pathways (2.2% v 4.9%; adjusted odds ratio [aOR], 0.62; 95% CI, 0.44 to 0.86). This was consistent in sensitivity analyses for low-risk patients (American Society of Anesthesiologists grade 1/2), propensity score–matched models, and patients with negative SARS-CoV-2 preoperative tests. The postoperative SARS-CoV-2 infection rate was also lower in COVID-19–free surgical pathways (2.1% v 3.6%; aOR, 0.53; 95% CI, 0.36 to 0.76). CONCLUSION Within available resources, dedicated COVID-19–free surgical pathways should be established to provide safe elective cancer surgery during current and before future SARS-CoV-2 outbreaks

Elective Cancer Surgery in COVID-19-Free Surgical Pathways During the SARS-CoV-2 Pandemic: An International, Multicenter, Comparative Cohort Study.

PURPOSE: As cancer surgery restarts after the first COVID-19 wave, health care providers urgently require data to determine where elective surgery is best performed. This study aimed to determine whether COVID-19-free surgical pathways were associated with lower postoperative pulmonary complication rates compared with hospitals with no defined pathway. PATIENTS AND METHODS: This international, multicenter cohort study included patients who underwent elective surgery for 10 solid cancer types without preoperative suspicion of SARS-CoV-2. Participating hospitals included patients from local emergence of SARS-CoV-2 until April 19, 2020. At the time of surgery, hospitals were defined as having a COVID-19-free surgical pathway (complete segregation of the operating theater, critical care, and inpatient ward areas) or no defined pathway (incomplete or no segregation, areas shared with patients with COVID-19). The primary outcome was 30-day postoperative pulmonary complications (pneumonia, acute respiratory distress syndrome, unexpected ventilation). RESULTS: Of 9,171 patients from 447 hospitals in 55 countries, 2,481 were operated on in COVID-19-free surgical pathways. Patients who underwent surgery within COVID-19-free surgical pathways were younger with fewer comorbidities than those in hospitals with no defined pathway but with similar proportions of major surgery. After adjustment, pulmonary complication rates were lower with COVID-19-free surgical pathways (2.2% v 4.9%; adjusted odds ratio [aOR], 0.62; 95% CI, 0.44 to 0.86). This was consistent in sensitivity analyses for low-risk patients (American Society of Anesthesiologists grade 1/2), propensity score-matched models, and patients with negative SARS-CoV-2 preoperative tests. The postoperative SARS-CoV-2 infection rate was also lower in COVID-19-free surgical pathways (2.1% v 3.6%; aOR, 0.53; 95% CI, 0.36 to 0.76). CONCLUSION: Within available resources, dedicated COVID-19-free surgical pathways should be established to provide safe elective cancer surgery during current and before future SARS-CoV-2 outbreaks