2. O que são as Relações Públicas?
The management of communication between
an organisation and it’s publics
– Grunig e Hunt (1984)
To Influence the behaviour of groups of
people in relation to each other. Influence
should be exerted through dialogue – not
monologue – with all different corporate
audiences, (...) acting as a strategic resource
and helping to implement corporate strategy
– White and Mazur (1996)
3. O que são as Relações Públicas?
(...)Public Relations is the discipline which looks after reputation(...) — Chartered
Institute of Public Relations 2004
Public Relations is the management function that establishes and maintains
mutually beneficial relationships between an organization and the publics on
whom its success or failure depends. – Cutlip et al. (2000)
4. O que é a web?
•Quando estamos a falar da web,
estamos a referir-nos a um conjunto
cada vez maior de tecnologias de
comunicação:
•Http
•VOIP
•3G
•TCP/IP
http://www.brunoamaral.com/post/web-social
5. Características da Web
A web tem como característica
ser um local onde a
informação está dispersa e
fragmentada.
Os motores de busca têm como
função reunir conteúdos
relevantes, mas conseguem?
O utilizador é que dá contexto
e significado à informação
6. 1. Markets are conversations.
2. Markets consist of human beings,
not demographic sectors.
Conversations among human beings
3.
sound human. They are conducted
in a human voice.
Whether delivering information,
4.
opinions, perspectives, dissenting
arguments or humorous asides, the
human voice is typically open,
natural, uncontrived.
People recognize each other as such
5.
from the sound of this voice.
The Internet is enabling
6.
conversations among human beings
that were simply not possible in the
era of mass media.
Hyperlinks subvert hierarchy.
7.
The Cluetrain Manifesto
7. David Phillips - A primeira abordagem
•Forums
•Websites corporativos
•Websites de fans/adeptos/evangelistas
•Chats
•etc.
8. O’Reilly - Web 2.0
•http://radar.oreilly.com/research/web2-report.html
•Web 2.0 is here today—and yet its vast, disruptive impact is just
beginning. More than just the latest technology buzzword, it's a
transformative force that's propelling companies across all
industries towards a new way of doing business characterized
by user participation, openness, and network effects.
•Web 2.0 traduz-se em alterações na forma de ver a web
(perspectiva sociológica)
•Apelidada de “A Web Social”
9. Web 2.0 veio a significar...
• Colaboração
• Open Source
• Novos Modelos de negócio (premium, freemium,
freeware, shareware...) e de copyright (creative
commons)
• Nova definição de organização - A organização
como conjunto de contratos e relações (Phillips)
11. Clay Shirky
•Broadcast
•Rede Difusa e com pouca interacção
•Rede coesa com interacção
12. S.E.O. - Novas formas de chegar ao público certo
•Público •Organização
•Conteúdo relevante •Público relevante
•Fácil de usar •Identidade corporativa e
reputação coerente
•Confiança
•Confiança
•Transparência
•Comunicação eficiente e
•Valor acrescentado eficaz
13. S.E.O. - Search Engine Optimization
•Programação
•Contexto
•Links
A web tem como característica ser um
local onde a informação está dispersa
e fragmentada.
pesquisa, contextualização, significado
14. Novas formas de realizar pesquisa
•Nas redes sociais
•Nos blogs (que no fundo são
uma rede social)
•Em motores de busca
especializados
15. Maior velocidade de comunicação
• http://www.brunoamaral.com/post/o-caos-de-relacoes-publicas-da-johnsonjohnson-na-meios-e-publicidade/
16. Novos canais e instrumentos de comunicação
leverwealth.blogspot.com
17. O que tudo isto significa para as RP?
•Criação e gestão de canais/
instrumentos de comunicação
online (mais dinâmicos)
•Gestão das relações
•Investigação, monitorização
e avaliação
•Blogger Relations
•Gestão de Reputação
•Boundary Spanning
•Issue Management
The management of communication between an organisation and it’s publics – Grunig e Hunt (1984)
To Influence the behaviour of groups of people in relation to each other. Influence should be exerted through dialogue – not monologue – with all different corporate audiences, with public relations becoming a respected function in its own right, acting as a strategic resource and helping to implement corporate strategy – White and Mazur (1996)
About Reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics’ – Chartered Institute of Public Relations 2004
Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. – Cutlip et al. (2000)
http://www.brunoamaral.com/post/web-social
http://cluetrain.com/
http://leverwealth.blogspot.com/
O Professor David Phillips tem um novo livro, onde actualiza a sua perspectiva de relações públicas online http://www.amazon.co.uk/PR-Practice-Relations-Practical-Developing/dp/0749449683/ref=sr_1_1?ie=UTF8&s=books&qid=1238343941&sr=8-1
