Este estudo tem como objetivo contribuir para a epistemologia das relações públicas por meio da proposição de uma abordagem teórica e prática que fundamenta as relações e interações como princípios inerentes à existência da disciplina. Tal proposição apresentará um arcabouço teórico das quatro causas que explicam a razão de ser das relações públicas à luz da ciência Metafísica. Assim, a causa formal é a relação; a causa material são os atores sociais; a causa eficiente é a interação e a causa final é a reputação. Nosso estudo propõe uma abordagem fundamentada nas relações e interações porque acreditamos que a relação é intrínseca e teórica às relações públicas, e conduz as demais causas no arcabouço teórico que será apresentado. Quanto às interações, essas são extrínsecas às relações públicas e justificam a abordagem prática que será descrita. Propomos que há diferentes níveis de interação: o nível 1 - Interação que Informa (I.I), o nível 2 - Interação que Comunica (I.C), o nível 3 - Interação que Gera Participação (I. G.P) e o nível 4 - Interação que Gera Vínculo (I. G.V). Os quatro níveis podem ocorrer em três ambientes: físico, online e híbrido. O conjunto dos níveis apresenta duas finalidades: visibilidade e confiança. Todos os níveis, em maior ou menor intensidade, podem trazer visibilidade para um ator social, assim como desenvolver a confiança, para que a reputação, causa final das relações públicas, seja construída de forma positiva e assim percebida. Nosso problema de pesquisa está alicerçado na dificuldade de encontrar estudos que apresentem reflexões teóricas que possam sustentar e correlacionar a relação, causa inerente às relações públicas, no seu produzir-se e modificar-se dinamicamente, portanto, nas diferentes formas de interação que se dão na prática entre atores sociais e públicos. À vista disso, esta é uma pesquisa de natureza teórica e está fundamentada na estratégia bibliográfica. Nossa abordagem é fenomenológica, pois discorre sobre as relações públicas como uma disciplina constituída e sua essência, a relação. Nosso estudo caracteriza-se também por ser qualitativo e quantitativo. Como método de coleta de dados, faz uso da análise de documentos, e como técnica para analisar tais dados, utiliza a análise de conteúdo. O resultado da análise realizada em artigos científicos de periódicos nacionais indicou a carência de estudos teóricos que discorrem sobre relações públicas, bem como de pesquisas que aprofundam as relações em relações públicas. / This study aims to contribute to the epistemology of public relations by proposing a theoretical and practical approach that takes relationships and interactions as inherent principles to the existence of the discipline. This proposition presents a theoretical framework of the four causes that explain the raison d\'être of public relations in the light of Metaphysical science. Thus, the formal cause is the relation; the material cause are the social actors; the efficient cause is interaction and the ultimate cause is reputation. Our study proposes an approach based on relationships and interactions because we believe that the relationship is intrinsic and theoretical to public relations and leads the other causes in the theoretical framework that will be presented. As for interactions, these are extrinsic to public relations and justify the practical approach that will be described. We propose that there are different levels of interaction: level 1 - Interaction that informs (II), level 2 - Interaction that communicates (CI), level 3 - Interaction that generates participation (IGP) and level 4 - Interaction that bonds (IGV). The four levels can occur in three environments: physical, online, and hybrid. The set of levels has two purposes: visibility and trust. All levels, to a greater or lesser extent, can bring visibility to a social actor, as well as build trust, so that reputation, the ultimate cause of public relations, is built in a positive and perceived way. Our research problem is based on the difficulty of finding studies that present theoretical reflections that can sustain and correlate the relation, the inherent cause of public relations, in its dynamically producing and changing itself, therefore, in the different forms of interaction that occur in practice between social and public actors. Taking this into consideration, this research is of a theoretical nature and is based on the bibliographic strategy. Our approach is phenomenological, because it discusses public relations as a constituted discipline and its essence, the relationship. Our study is also characterized as being qualitative and quantitative. As a method of data collection, it uses document analysis, and as a technique for analyzing such data, it uses content analysis. The result of the analysis carried out in scientific articles of national journals indicated the lack of theoretical studies that talk about public relations, as well as research that deepens relations in public relations.

Esta dissertação tem por objetivo verificar se a cultura organizacional influencia a prática de comunicação nas empresas brasileiras. Para tanto, aplicou-se uma sondagem online com 50 organizações que atuam no país, buscando identificar também os traços culturais mais marcantes no âmbito corporativo brasileiro. O resultado da pesquisa mostrou que a maior parte das empresas analisadas tem perfil cultural do tipo Clã, ou seja, apresentam uma cultura de preservação, privilegiam relações harmoniosas que se confundem com as relações familiares, convivendo diariamente com paternalismo e acentuada lealdade entre líderes e liderados. Em contrapartida, as empresas pesquisadas afirmaram exercer atividades de comunicação com alto nível de excelência, priorizando ações simétricas e transparentes. Analisar a relação entre cultura e comunicação leva à compreensão dos motivos pelos quais o profissional brasileiro tem uma maneira própria de gerenciar e administrar as relações no ambiente corporativo, impactando também os relacionamentos entre pessoas, grupos e países. Para quem tem o desafio de atuar como comunicador em um ambiente cada vez mais competitivo e global é determinante conhecer bem a cultura organizacional, seus tipos e suas interferências na sociedade. / This research aims to verify whether the organizational culture influences the practice of communication in Brazilian companies. Therefore, we applied an online survey with 50 organizations operating in the country, also seeking to identify the most significant cultural traits in the Brazilian corporate environment. The survey results showed that most of the companies analyzed have cultural-type Clan profile, ie, have a conservation culture, favoring harmonious relations that are confused with family relationships, living daily with paternalism and sharp loyalty among leaders and employees. In contrast, the companies surveyed said exercise communication activities with a high level of excellence, prioritizing symmetrical and transparent actions. To analyze the relationship between culture and communication leads to understanding of the reasons why the Brazilian professional has its own way of managing and administering the relationships in the corporate environment, also affecting the relationships between people, groups and countries. For those who have the challenge of working as a communicator in an increasingly competitive and global environment is critical familiar with the organizational culture, their types and their influence in society

The music industry has undoubtedly seen accelerated change over the past decade. Standard practices in the industry have been turned upside down, leaving record label executives, managers, and other personnel behind the scenes working to develop new and innovative ways to cope with this change. Music publicists are not immune to these changes and have seen a tremendous shift in their roles and responsibilities. With the advent of the digital age, the role of music publicity is getting stronger and is arguably one of the most vital components of a successful music career. The demand and necessity for a well-executed music publicity campaign is growing as modern technology reduces the need for a record deal. However, external forces resulting from technological changes are making the job of a music publicist difficult. Despite its importance, little has been said about the field of music publicity in scholastic literature, and the few in-depth texts and articles on the subject are grossly outdated rendering them irrelevant. The majority of recent comment on music publicists and their duties have come from journalists and music publicists themselves. Further, the average person knows little about the practice of music publicity and what a publicist does. Independent publicists are often highly criticized and looked down upon merely because artists, managers, media personnel, and even record labels may not fully grasp what a publicist does. This poses a slew of issues, including the publicist not feeling completely part of the artist’s team, despite being one of the most essential components of the artist’s successful career. The author of this thesis is an independent senior publicity manager for a boutique music publicity firm. The purpose of this thesis is to define music publicity, bring to light essential issues in music publicity, and provide a thorough understanding of the role and responsibilities of a music publicist. Through analysis of the available literature and qualitative interviews with industry professionals, this paper will address what music publicity is, how the digital age has changed music publicity, and finally will provide suggestions for best-practices when working with indie artists and mid-level campaigns. / Includes bibliography. / Thesis (M.S.)--Florida Atlantic University, 2016. / FAU Electronic Theses and Dissertations Collection

Propõe-se e enfatiza-se a inter-relação existente entre as áreas de relações públicas e turismo, com base em bibliografia consultada e em diagnóstico realizado no complexo hoteleiro do nordeste brasileiro. Enfatiza-se a importância das relações públicas para o desenvolvimento e sustentação dos públicos de interesse dos empreendimentos hoteleiros, bem como a importância das atividades de relações públicas para o correto relacionamento organizacional. Citam-se conceitos e definições de relações públicas e hotel, para embasamento da hipótese e objetivos. Realça-se a importância dos relacionamentos organizacionais, do turismo, da hotelaria e da hospitalidade para a sustentação da organização na sociedade globalizada. Elabora-se, executa-se e analisa-se uma pesquisa qualitativa com o objetivo de perceber se são desenvolvidas atividades de relações públicas nos hotéis da região Nordeste do Brasil. Propõe-se como devem ser desenvolvidas as atividades de relações públicas nos hotéis. / This study porposes and emphasizes the existing relationship between public relations and tourism, based on bibliography and a diagnostic done on a chain of northeastern Brazilian hotels. The importance of public relations in the development and support of the interested public of hotel enterprises, is emphasized, as is the importance of public relations activities for a positive organizational relationship. Hypotheses and objectives based on concepts and definitions of public relations and tourism have been quoted. The importance of organizational relationships of tourism, the hotel business and hospitality as far as organizational support in globalised society is concerned, is hereby enlanced. This qualitative research has been developed, executed and analised with the objective to create awareness in the case of activities developed by the public relations sector in hotels in the Northeastern regions of Brazil. Proposals on how activities by public relations in hotels should be developed are hereby presented.

Esta dissertação tem como propósito conhecer os impactos da cultura brasileira e dos processos de comunicação organizacional na trajetória de internacionalização das multinacionais brasileiras. O objetivo foi entender se o estilo brasileiro de administrar e os processos de comunicação organizacional adotados influenciam de forma positiva (lado sol) ou negativa (lado sombra) o posicionamento dessas empresas como players globais, numa arena de competição internacional em que as empresas brasileiras são consideradas entrantes tardias. Para responder a pergunta central foi desenvolvida uma pesquisa qualitativa para investigar se o estilo brasileiro de administrar e os processos de comunicação organizacional conduzem as multinacionais a manterem um posicionamento local/doméstico ou se já evoluíram para um modelo de gestão global. Como recorte desta análise, foram avaliadas cinco organizações de destacada atuação entre as multinacionais brasileiras: Braskem, Embraer, Gerdau, Itaú-Unibanco e Vale. O estudo revelou que os processos comunicacionais e o estilo brasileiro de administrar exercem influência positiva para a internacionalização das empresas pesquisadas. Para tanto, a condição ideal baseia-se em um modelo de gestão forte, característica positiva do traço cultural \'concentração do poder\', aliada à alta \'capacidade relacional\' do brasileiro, capaz de construir as pontes necessárias para a quebra das barreiras culturais entre as várias culturas de país, facilitando a coesão interna e a eficácia dos negócios internacionais. Atuar de acordo com o paradigma de gestão comportamental estratégica nos processos de comunicação é o caminho mais efetivo para influenciar as estratégias das multinacionais brasileiras na obtenção de resultados positivos em diferentes contextos internacionais. Como contribuição acadêmica, este estudo deu origem a um esquema conceitual que pode ajudar a ampliar as pesquisas sobre o tema e/ou servir como referencial teórico sobre como impactam os traços culturais brasileiros e os processos de comunicação na trajetória de internacionalização das multinacionais brasileiras. / This research aims to learn the impacts of Brazilian culture and organizational communication processes in the internationalization path of Brazilian multinational companies. The purpose was to understand whether the Brazilian management style and adopted organizational communication processes have a positive (sunny side) or negative (shadow side) effect on the placement of such companies as global players in the international competition arena in which Brazilian enterprises are considered late movers. A qualitative research was conducted to answer the central question and investigate whether Brazilian management style and organizational communication processes lead multinational companies to maintain a local/domestic positioning, or if they have developed into a global management model. The analysis assessed five organizations of prominence performance among Brazilian multinational companies: Braskem, Embraer, Gerdau, Itaú-Unibanco and Vale. The study revealed that the communication processes and the Brazilian management style have a positive influence into the internationalization of surveyed companies and the ideal circumstance is based on a strong management model - a positive feature and cultural trait of \'concentration of power\' - along the high \'relational capacity\' of Brazilians, enabling the construction of necessary bridges to break cultural barriers among various cultures within countries, allowing internal cohesion and effectiveness of international businesses. Playing according to the paradigm of strategic behavioral management in the communication process is the most effective path to impact Brazilian multinational companies strategies in achieving positive results in different international contexts. As an academic contribution, this study gave rise to a conceptual framework that can help expand research on the subject and/or deliver a theoretical background on how Brazilian cultural traits and communication processes impact the path of internationalization of Brazilian multinational companies.

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.

The purpose of this master's thesis is to describe the expansion of Sundbyberg public library during the decade 1954 to 1964. Our focus of interest is the library’s concentration on public relations in 1954.During the experimental year 1954 a public relations librarian, Bianca Bianchini, was employed. Her task was to introduce thelibrary to the citizens of Sundyberg who were not already using it. As a background to this concentration on public relations we also describe the early development of the public library in Sundbyberg. Development work in public libraries has been dependent on localinitiatives and enthusiasts since the libraries were a voluntary part ofthe municipal activity. In this thesis we focus on some of the moreimportant actors in this respect and the structures they interactedwith. By using an actor-structure approach we try to explain whypeople took certain actions and the effect they had on the course ofevents.The method we have used is mainly to examine and analyze sourcematerial, which consists of newspaper clippings, minutes of themunicipal council and interviews with people who then worked inthe library.We have found that the main reason for the concentration on publicrelations in 1954 was the surrounding structures on a national andlocal level, such as the strong Swedish economy, an increasinginterest in public relations and a committed board of Sundbybergpublic library. But we can also see that the commitment of thevarious actors likewise played an important part. / Uppsatsnivå: D

This study examined incidental receptive and productive vocabulary gains within conversation-class interactions. Eleven Mexican learners of English attended four videotaped conversation lessons where 40 target words were incorporated in different types of exposure. Stimulated recall interviews with students highlighted the effect of cognates, learners' access to passive vocabulary, and use of their vocabulary knowledge in learning related words. Posttests revealed a correlation between frequency and receptive/productive gains. Mean scores showed that words mentioned with synonyms were learned most often, followed by task-essential words and last those mentioned without explanation. A two-way ANCOVA revealed main effects for cognates, and a statistical interaction between cognate status and types of exposure. A statistical correlation was found between receptive and productive gains. Aptitude scores correlated with productive gains but not with receptive gains. The results provide implications for ESL teachers who consider incidental learning of vocabulary within their conversation lessons.

Thesis (M.S.)--Massachusetts Institute of Technology, Alfred P. Sloan School of Management, 1980. / MICROFICHE COPY AVAILABLE IN ARCHIVES AND DEWEY. / Bibliography: leaves 157-159. / by Randy Glenn Woelfel. / M.S.

Esta dissertação busca o entendimento da correlação entre o trabalho estratégico de relações públicas nos processos de fusões de grandes organizações e o sucesso destes processos. Por meio de estudo de casos múltiplos a partir de evidências de duas fontes, entrevistas e análise de documentação, estuda o impacto da comunicação como estratégia na reconstrução do relacionamento de três organizações - BRF, Itaú Unibanco e LATAM - com seus públicos de interesse e identifica a correlação entre os processos comunicacionais analisados e a construção de novas identidades e culturas organizacionais. A pesquisa avaliou os históricos das organizações oriundas, seus princípios organizacionais, as razões para as fusões, os planos de comunicação institucional e interna específicos, os relacionamentos com stakeholders pré e pós-fusões, integração das áreas de comunicação/relações públicas e atual organograma das áreas. Como resultados, foi detectada forte presença dos fundadores e seus descendentes nos modelos e valores estabelecidos, que tendem a ser reforçados ou anulados conforme seus novos interesses. Apesar disso, suas histórias e estilos de lideranças mais diferem entre si do que se parecem. A análise dos princípios organizacionais aponta desarmonia entre o discurso de equilíbrio de iguais com a prática de predomínio de um dos lados, esquecimento do passado ou perpetuação das companhias fusionadas. A comunicação instrumental se faz presente, principalmente nos inícios dos processos combinatórios e tende a se tornar estratégica conforme concentra esforços para o entendimento e aceitação da alta liderança sobre novos padrões e diretrizes e como fomentadora de uma relação transparente, diversa e equilibrada destas lideranças com suas equipes e da organização com todas as pessoas envolvidas com a organização. Neste patamar, as relações públicas atuam como agente de transformação e são fundamentais para a criação da nova cultura, alinhada às estratégias do negócio, e para a reconstituição dos relacionamentos com os públicos de interesse, por meio de uma comunicação dialógica e estratégica. / This paper seeks to understand the correlation between strategic public relations in mergers of large organizations and the success of these processes. Through multiple case study evidence from two sources: interviews and documentation analysis, studies the impact of communication as a strategy in the relationship reconstruction of three organizations - BRF, Itaú Unibanco and LATAM - with theirs stakeholders and identifies the correlation between communication processes analyzed and the construction of new identities and organizational cultures. The research evaluated the historical derived organizations, their organizational principles, the reasons for the mergers, the corporate and internal communication plans, relationships with stakeholders pre and post-mergers, integration of the areas of communication / public relations and current organization chart of these areas. As a result, it was detected a strong presence of the founders and their descendants in the models and established values, which tend to be reinforced or canceled as their new interests. Nevertheless, their stories and leadership styles differ more than look like. Analysis of organizational principles points disharmony between the equal balance speech to the practice of predominance of one side, past forgotten or perpetuation of the merged companies. Instrumental communication is present, especially in the early combinatorial processes and tends to become strategic when concentrate efforts so that the senior leadership understand and accept the new standards and guidelines and as a sponsor of a transparent diverse and balanced relationship of these leaders with their teams and between the organization and all the people involved with the organization. At this level, public relations act as an agent of transformation and are fundamental to the creation of new culture, aligned to business strategies, and the reconstruction of relationships with stakeholders, through a dialogical and strategic communication.