O mercado de trabalho em Relações Públicas: estudo sobre o cenário da atividade trabalhista formal no Brasil (2013-2018)/The job Market in Public Relations: study on the scenario of formal labor activity in Brazil (2013-2018)

Abstract

The study made by the Federation of Industries from Rio de Janeiro – FIRJAN pointed the growth of the Public Relations profession in Brazil between 2015 and 2017 years associated to the concern in organizations with the understanding by the consumers in the promotion and maintenance of the image (FIRJAN, 2019). The hiring of this kind of professional may be recognized as an intellectual investment cost to the organizations (Bolaño, 2002), reflecting directly in the formal labor activity. The study is reflexive to the Public Relations. First, because it says that the growth of the formal labor in Public Relations is connected to the impact in the digitization and experience value of the consumer. It implies in the graduation and qualification of the professionals inside the market. Second, because it takes to discuss the intense structural transformation of the profession: structural; if it is realized the changes in the position of the profession in economic activities and, consequently, in form of constitution of the profession while a know-how technique; intense, if it can be analyzed in time and in the quantity of formal labor constituted by the profession in Brazil. From these elements, the present research broadens the labor analysis in Public Relations. The methodologic approach made in this investigation used the qualitative and quantitative procedures. Qualitative, by the bibliographic review to build the theoretical framework about a paper for and in the economic system, as the occupation particularities of the Public Relations and the recent transformations. Quantitative, the research shows the view of the formal labor of the public relations through de Annual Relation of Social Information from Economic Ministry (Brazil), in a time analysis from 2013 to 2018. It was specifically analyzed the occupation of the Public Relations inside the National Classification of the Economic Activities (CNAE), while there is formal labor in public and private organizations. The study discussions point to a more specific view to quantity, the sectors of actuation, the salary dimension and the possibility to realize some transformation in the professional act in the economy of Brazil. Among 2013 and 2018 almost two thousand jobs were created in the area. In 2013, five sectors corresponded 53% of the occupations (1. Industry of transformation; 2. Administrative activities; 3. Technical and scientific activities; 4. Business and vehicles reparation; 5. Public administration). In 2018, one more time, five sectors corresponded 54% of the occupations (1. Technical and scientific activities; 2. Education; 3. Industry of transformation; 4. Administrative activities; and 5. Other service activities). By the organization side, it was realized that the number public relations bonds are an allocation of the professional sources with the capacity to comprehend and use knowledge pro the organizations. However, this knowledge was not implied in the sectors which generate material products constituted after a process of factory transformation, as it was spread in the conception in the labor value since XVIII and XIX centuries. The growth in number of jobs was in a sector which the final product did not constitute in a material physical good, but in services which effort the ampliation in the competitivity and conflict resolution generated in (re) production in economy. The public relation professional is, as a fact, part of a group intelligence in service of capitalist accumulation (Bolaño, 2002). The collected data corroborate to the perception of the professional in the broadening of the competitivity and in the resolution of conflicts generated in the (re) production of the economies.