The purpose of this essay was to examine the Public Relation strategies in four PR-campaigns. The objects of the study were two commercial organisations, Carlsberg and Smirnoff, and two non-governmental organisations, Addict Aide and IQ, with alcohol as the pervading subject. The study intended to compare similarities and differences, persuasion tactics and discourse themes. To accomplish the object of the study the theoretical framework of James E. Grunigs Four models of Public Relations was used. Alongside Grunig’s theory, Relationship management theory was applied to understand social media's role as a strategy in the four campaigns. The method used was a qualitative content analysis combined with a semiotic image analysis, and a critical discourse analysis. The results showed that communication that's is based in two-way communication has the biggest chance of success. The results also showed that social media plays an important part as a strategy in organizations strategic communication and Public Relations endeavors. Both in reaching the target audience, but also in maintaining beneficial relationships between the organization and its audience. The essay’s conclusions were that the audience participation has become an important strategic part in the Public Relation field with the emergence of two-way communication. As well as the fact that cultural and social practices plays an important part in the construct of organizations PR-strategies.

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© Universidad Peruana de Ciencias Aplicadas (UPC) Information Center Best Marketing Practices in Peru. A selection of the 2015 ANDA Award winners Lima: Universidad Peruana de Ciencias Aplicadas (UPC), 2015 ISBN (spanish printed edition): 978-612-318-037-9 ISBN (spanish e-pub edition): 978-612-318-039-3 ISBN (spanish PDF edition): 978-612-318-038-6 ISBN (english PDF edition): 978-612-318-049-2 / This book, an initiative of ANDA and the Administration and Marketing Study Program of Universidad Peruana de Ciencias Aplicadas (UPC), is the first in a series of books. It seeks to share, each year, some of the new ANDA Awards winning cases. Hence, students, professionals and entrepreneurs will be able to see, in concrete terms, how to achieve effectiveness and excellent business results through innovative strategies based on the fields of marketing and communications. Seven 2015 ANDA Awards winning cases are included in this first book. The selection process considered those cases whose whole campaign was based on the implementation of research-based and insight strategies closely associated with marketing practices.

Made available in DSpace on 2015-04-22T22:18:35Z (GMT). No. of bitstreams: 1 Dissertacao - Agres Roberta Oliveira das Neves.pdf: 901830 bytes, checksum: 795e50a65545e632f4b21c64f570c601 (MD5) Previous issue date: 2010-10-28 / Fundação de Amparo à Pesquisa do Estado do Amazonas / The creation of the National Department of Public Health in 1920 was a landmark in relation to the organization of public services in the area of health in Brazil, amongst the strategies created for the promotion of health, was the creation of the Sanitation Administration and Agricultural Prophylaxis whose objective was to develop projects of action mainly against the agricultural endemic diseases that devastated the population. The present research has as its general objective to study the development of the Social Program of Sanitation and Agricultural Prophylaxis in the Amazon, and its development for the sanitary service of the state from the period of 1920 to 1923, whose executive arm had been the Campaigns Sanitations and Agricultural Prophylaxis disease. / A criação do Departamento Nacional de Saúde Pública, em 1920, foi um marco em relação à organização de serviços públicos na área de saúde no Brasil. Dentre as estratégias criadas para a promoção da saúde estava a criação da Diretoria de Saneamento e Profilaxia Rural, cujo objetivo era desenvolver projetos de ação principalmente contra as endemias rurais que assolavam a população. A presente pesquisa tem como objetivo geral estudar o desenvolvimento do Programa Social de Saneamento e Profilaxia Rural no Amazonas, e seus desdobramentos para o serviço sanitário do estado, no período de 1920 a 1923, cujo braço executivo foram as Campanhas de Saneamento e Profilaxia Rural.

Esta dissertação trata sobre o cenário de usos e abusos de crack que impregna os meios midiáticos e a atual psicopatologia juvenil brasileira. A análise parte da construção de uma cena de pedras, com a caracterização dos atores envolvidos e da trama entre eles. O objetivo é desempedrar o cenário epidêmico estabelecido, identificando os conceitos, histórias e estórias que, dispersamente, solidificam a questão. Sobretudo, intentamos suspender os nomes e as verdades ficcionais que preenchem o sujeito-objeto dessa cena e que, de modo contundente, o fazem desaparecer num circuito de exclusão. / This dissertation deals with the scenario of use and abuse of crack which pervades the press as well as Brazilian youth psychopathology nowadays. The analysis begins by building a scene of rocks, with the characterization of the plot and the actors involved in it. The goal is to undo the established epidemic scenario by identifying the concepts, facts and stories that, sparsely, solidify the issue. Above all, we intend to suspend the names and fictional truths that fill in the subject-object of this scene and which, so strongly, make it disappear in a circuit of exclusion.

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Men’s underrepresentation in the female-dominated domains of healthcare, early education, and the domestic sphere, or HEED roles, remains a persistent problem despite the fact that such careers often afford more job security and wage growth than blue-collar work. A growing body of evidence suggests that their lack of participation in HEED roles is not merely due to a skills mismatch, but rather an identity mismatch. I hypothesized that using descriptive and injunctive norms to reframe a stereotypically feminine career as more compatible with manhood could effectively reduce this identity mismatch. More specifically, I predicted that using a dynamic descriptive norm framing that highlighted the growing number of men taking on a female-dominated career and an injunctive norm framing that highlighted its compatibility with men’s gender rules would increase men’s interest in the occupation. Furthermore, I believed that such framings would be particularly effective among men who are highly communal and those who do not strongly endorse traditional male role norms. To test my predictions, 342 men took part in an online study in which they were assigned to read a newspaper article about a HEED role, nursing, that was designed to manipulate the perceived prevalence of male nurses and the job’s compatibility with male gender rules. Then, they completed a variety of measures designed to assess their interest in and perceptions of nursing and other HEED careers. Minimal support was found for my hypotheses, and I discuss limitations and future directions to shed light on these null results.

Memoria para optar al Título Profesional de Ingeniero Forestal / La presente Memoria de Título tiene como propósito formular estrategias que orienten una futura campaña de prevención de incendios forestales basadas en la sensibilización, en las comunas de la provincia de Melipilla, Región Metropolitana. Para tales efectos, se realizó un análisis de la población respecto al conocimiento sobre el medio ambiente, su percepción sobre los incendios forestales, la prevención y su participación en el control de incendios forestales. El estudio contempló a las comunas de Alhué, Curacaví, María Pinto, Melipilla y San Pedro, que, en su totalidad, abarcan una superficie de 406.570 ha, en las cuales se describió y analizó la ocurrencia y causalidad de incendios forestales para un período de 17 temporadas (1999/00 a 2015/16, inclusive), basándose en la información registrada por el Programa de Manejo del Fuego de la Región Metropolitana de CONAF. Las percepciones sobre la ocurrencia y causalidad de incendios forestales, así como las medidas de prevención realizadas, se evaluaron a través de encuestas y entrevistas, en donde los resultados sirvieron de base para realizar un análisis que permitiese fundamentar las propuestas para futuras campañas de prevención basados en la sensibilización. Los resultados demostraron que la población estudiada posee escaso conocimiento en materia de prevención de incendios forestales y, además, se puede constatar que las campañas anteriormente realizadas han sido de escaso aporte, en cuanto a la identificación del público objetivo, su mensaje, el medio por el cual se ha entregado el mensaje, la cobertura y el impacto deseado para sensibilizar a las personas. Las instituciones que más relaciona la población como organismos activos en la prevención de incendios forestales son CONAF y Bomberos, los que destacan por su constancia y por ser las que demuestran más interés en el tema. Por otra parte, Bomberos es identificada como la organización a la que se acude cuando se origina un incendio forestal. Finalmente, los resultados obtenidos permitieron sustentar la formulación de la propuesta de estrategia de prevención. Al respecto, se definió la línea de acción básica identificada como Educación y Difusión, en la cual se propone un protocolo del ámbito de su aplicación, con las estrategias específicas correspondientes y por último, la secuencia de acciones a desarrollar para llevar a cabo su implementación y ejecución. / The present Title Memory aims to formulate strategies for a future campaign to prevent forest fires based on sensitization, in the communes of the Province of Melipilla, Metropolitan Region, based on the sociological characterization of the population. For this purpose, an analysis of the behavior of the population was made regarding knowledge about the environment, their perception of forest fires, their perception about prevention and their participation in the prevention of forest fires. The study contemplated at the communes of Alhué, Curacaví, María Pinto, Melipilla and San Pedro, all belonging to the Province of Melipilla, which, in their totality, cover an area of 406.570 ha, in which the occurrence and causality of forest fires for a period of 17 seasons (1999/00 to 2015/16), based on information recorded by the Fire Management Program of the Metropolitan Region from CONAF. The perceptions about the occurrence and causality of forest fires and the done prevention measures were evaluated through surveys and interviews, where the results served as the basis for an analysis that would allow basing the proposals for future fire prevention campaigns based on sensibilization. The results showed that there is a population with little knowledge about forest fire prevention and it is also possible to verify that the previous campaigns have been of little contribution, as to the identification of the target public, its message, the medias by which has been delivered the message, the coverage and the impact that has been wished to achieve in the sensitivity of people. The institutions that most closely relate the population to the organisms active in the prevention of forest fires are the CONAF and the Fire Department, which stand out for their constancy and for being the ones that show more interest in the subject. The Fire Department is identified as the organization that people come to when a forest fire occurs. Finally, the obtained results allowed to support the formulation of the proposed prevention strategy. In this regard, the basic line of action identified as Education and Dissemination was defined, in which, is proposed a definition of the scope of application, the corresponding specific strategies and, finally, the protocol of actions to be developed to carry out its implementation and execution.

Conclusion. It is probably now appropriate to close a chapter in the history of public communication campaigning. Weaknesses which have usually been seen as instrumental can now be seen for what they are: conceptual failures grounded in compromised ontologies and false epistemologies. As I showed in the last chapter, even when viewed within their own narrow empiricist frame, public communication campaigns fail to satisfy a test of empirical efficacy. But empirical failure reveals a deeper moral failure: the failure of government to properly engage in a conversation with the citizens to whom they are ultimately responsible. Whether public communication campaigns are a symptom or a cause of this failure lies beyond the scope of this thesis. But there can be little doubt that the practice of these campaigns has encouraged the persistence of an inappropriate relation between state and citizens. The originators and managers of mass media public communication campaigns conceive of and execute their creations as persuasive devices aimed at the targets who have been selected to receive their messages. But we do not see ourselves as targets (and there are profound ethical reasons why we should not be treated as such), neither do we engage with the mass media as message receivers. On the contrary, as social beings, we become actively and creatively involved with the communicative events which we attend to and participate in; the mass media, like all other communication opportunities, provide the means for generating new meanings, new ways of understanding, new social realities. But people are constrained from participating fully in public discussion about social issues; the government's construal of individuals as targets and of communication as transmitted messages does not provide the discursive space for mutual interaction. Governments should aim to encourage the active engagement of citizens in public discussion by conceiving of and executing public communication as part of a continuing conversation, not as packaged commodities to be marketed and consumed, or as messages to be received. It is time to encourage alternative practices-practices which open up the possibility of productive conversations which will help transform the relationship between citizens and state. However, as I have argued in this thesis, changed practices must be accompanied by profound changes in thinking, otherwise we continue to reinvent the past. Communication practice is informed by the ontology of communication which is itself embedded within other ontologies and epistemologies. The dominant paradigm of communication is at present in a state of crisis, caught between two views of communication power. On the one hand it displays an obsession with instrumental effectiveness on which it cannot deliver. On the other hand-in an attempt to discard the accumulated baggage of dualist philosophy and mechanistic models of effective communication-it indulges in a humourless critique of language which, as Robert Hughes astutely observes, is little more than an enclave of abstract complaint (Hughes 1993:72). This thesis has been an attempt to open up a space for a new ontology, within which we might create new possibilities.

In China, April 13, 1989 was marked as the "1.1 Billion Population Day." Though it has become the first "demographic billionaire" in the world, China has obtained remarkable results in population control. According to the statement issued by China's National Bureau of Statistics in 1987, the natural population growth rate dropped from 25.83 per thousand in 1970 to 11.28 per thousand in 1985. This has been viewed as an achievement not previously seen in any other population. In the past four decades, the Chinese government has adopted a population policy to organize the fertility transition in a planned way through education, motivation and persuasion. Five communication campaigns have been instituted to implement the policy. The successive family planning campaigns have played a vital role in educating and persuading individuals to accept the new fertility norms advocated by the government. In the communication processes of these campaigns, the strategies used have changed from the media-oriented strategy of the first campaign, to the introduction of an interpersonal approach in the second followed by an integration of media, interpersonal and organisational communication in the three latest campaigns. The integration of the media and interpersonal communication approaches was achieved through group discussion sessions and home visits, in which media messages were mediated and interpreted as a reinforcement to media impact. The group dynamics in the interpersonal communication has played an important role in changing individuals' attitudes towards and behaviour of family planning. As a campaign is an organized activity which requires organizational channels to ensure the conduct of the activity and the flow of information, a well-established organization hierarchy for family planning work has facilitated the management of family planning campaigns and also been regarded as a fundemental element to the success of the later campaigns.