Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2018-04-18T14:15:25Z No. of bitstreams: 1 ANA_CL?UDIA_CHAGAS_NASCIMENTO_TES.pdf: 12360861 bytes, checksum: 1ee33461e1238e94b6df90fd95ec62a6 (MD5) / Rejected by Caroline Xavier (caroline.xavier@pucrs.br), reason: Devolvido devido ? falta de capa institucional no arquivo PDF. on 2018-05-07T12:47:09Z (GMT) / Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2018-06-08T14:28:38Z No. of bitstreams: 1 ANA_CL?UDIA_CHAGAS_NASCIMENTO_TES.pdf: 12530758 bytes, checksum: 9f82b49e716b36b2cc387c7ad94dd837 (MD5) / Approved for entry into archive by Sheila Dias (sheila.dias@pucrs.br) on 2018-06-18T13:44:38Z (GMT) No. of bitstreams: 1 ANA_CL?UDIA_CHAGAS_NASCIMENTO_TES.pdf: 12530758 bytes, checksum: 9f82b49e716b36b2cc387c7ad94dd837 (MD5) / Made available in DSpace on 2018-06-18T14:17:46Z (GMT). No. of bitstreams: 1 ANA_CL?UDIA_CHAGAS_NASCIMENTO_TES.pdf: 12530758 bytes, checksum: 9f82b49e716b36b2cc387c7ad94dd837 (MD5) Previous issue date: 2017-08-31 / The present study aims to verify the possibility of carrying out preventive work to be carried out by the public relations activity, based on ethical concepts, in order to protect the organization of eventual conflicts / judicial controversies, aiming at a transforming praxis, under the view of Sim?es (1995). Based on the proposed conceptual definition that the management of the organization's political function is related to ethics and law, the design of the public relations activity can be accomplished through the implementation of a new interface - compliance as an innovative approach. The public relations activity could exercise the political function of improving human relations, managing in the institutional and corporate scope the management of compliance, coordinating the policies and guidelines established in the organizations for the management of their activities, emphasizing the observation of compliance with the laws and regulations. Although since the establishment of the compliance institute the activity has been performed by legal counsel, which has specific knowledge, especially to assist in the interpretation of legal instruments, it is proposed that management be coordinated by the Public Relations area. The study is qualitative, with bibliographical and documentary research techniques, and the Content Analysis (BARDIN, 2016) was adopted in a selection of communications issued and published in the media about a Brazilian aviation event of TAM airline. The case examined involves the flight JJ3054, model Airbus A-320, which traveled from Porto Alegre to S?o Paulo, on July 17, 2007, when landing procedures at the main runway at Congonhas airport occurred, the most serious air crash in the country. This fact illustrates the search for understanding the public relations activity in organizations, under the ethical bias, which would be the intersection point to relate the area of communication (public relations) and law. Ethics is considered as a strategic point, focusing on transparency, through compliance, which is not only about interpreting laws, but about a new interface to be used to potentiate and prevent (non-existence / decrease - of operational risks) through the adoption of good practices and established standards could prevent lawsuits brought against organizations. / O presente estudo tem por objetivo verificar a possibilidade de realiza??o de um trabalho preventivo a ser efetivado pela atividade de rela??es p?blicas, com base nos conceitos de ?tica, no intuito de resguardar a organiza??o de eventuais conflitos/controv?rsias judiciais, visando uma pr?xis transformadora, sob a ?tica de Sim?es (1995). Com base na defini??o conceitual proposta de que a gest?o da fun??o pol?tica da organiza??o est? relacionada ? ?tica e ao direito, a concep??o da atividade de rela??es p?blicas pode ser realizada por meio da implementa??o de uma nova interface ? o compliance, como um enfoque inovador. A atividade de rela??es p?blicas poderia exercer a fun??o pol?tica de aprimorar as rela??es humanas, gerenciando no ?mbito institucional e corporativo a gest?o do compliance, coordenando as pol?ticas e as diretrizes estabelecidas nas organiza??es para o gerenciamento das suas atividades, enfatizando a observa??o de conformidade com as leis e regulamentos internos e externos. Embora desde o surgimento do instituto de compliance a atividade venha sendo desempenhada pela assessoria jur?dica, a qual disp?e de conhecimento espec?fico, especialmente para auxiliar nas interpreta??es dos instrumentos legais, prop?e-se que o gerenciamento seja coordenado pela ?rea de Rela??es P?blicas. O estudo ? de car?ter qualitativo, com as t?cnicas de pesquisa bibliogr?fica e documental, sendo adotada a An?lise de Conte?do (BARDIN, 2016), em uma sele??o de comunica??es proferidas e publicadas na m?dia sobre um fato da avia??o brasileira da companhia a?rea TAM. O caso examinado envolve o acidente com o voo JJ3054, modelo Airbus A-320, o qual se deslocava de Porto Alegre para S?o Paulo, no dia 17 de julho de 2007, quando nos procedimentos de pouso na pista principal do aeroporto de Congonhas ocorreu, o at? ent?o, mais grave acidente a?reo no pa?s. Tal fato ilustra a busca pela compreens?o da atividade de rela??es p?blicas nas organiza??es, sob o vi?s da ?tica, que seria o ponto de intersec??o a relacionar a ?rea de comunica??o (rela??es p?blicas) e direito. A ?tica ? considerada ponto estrat?gico, enfocando a transpar?ncia, atrav?s do compliance, que n?o trata apenas de interpretar as leis, mas sim de uma nova interface a ser desempenhada para potencializar e prevenir (inexist?ncia/diminui??o ? de riscos operacionais) eventuais conflitos que, por meio da ado??o de boas pr?ticas e padr?es estabelecidos poderiam impedir processos judiciais movidos contra as organiza??es.