Revista Internacional de Relaciones Publicas最新文献

{"title":"Comunicación Integral y transparencia en las organizaciones del tercer sector / Integral Communication and transparency of the third sector organizations","authors":"Herlinda Ortíz Rodríguez","doi":"10.5783/REVRRPP.V11I21.692","DOIUrl":"https://doi.org/10.5783/REVRRPP.V11I21.692","url":null,"abstract":"Las organizaciones del tercer sector son estructuras organizacionales que contribuyen en el bienestar social de los paises. Este tipo de organizaciones requieren del apoyo y comprension de sus publicos para alcanzar sus objetivos organizacionales y para obtener dicho apoyo deben comunicarse de forma transparente con sus publicos. La transparencia debe entenderse como un deber etico de las organizaciones del tercer sector para dar a conocer no solo informacion detallada del uso de los recursos financieros a sus publicos sino tambien mantenerlos informados acerca de sus acciones, decisiones y comportamientos diarios. La comunicacion integral tiene un papel primordial en la gestion estrategica de la transparencia de las organizaciones, porque es a traves de esta que los publicos pueden conocer a detalle las acciones de la organizacion. Debido a que actualmente los medios digitales tienen un gran alcance, se debe comunicar la transparencia y buenas practicas de estas organizaciones a traves de los medios digitales de manera adecuada. Es decir, las organizaciones no solo deben disenar estrategias para fortalecer su transparencia, sino que deben comunicarla con sus publicos. Dicho lo anterior esta investigacion tuvo como objetivo analizar y comparar a traves de un analisis de contenido el nivel de comunicacion integral en medios digitales que tienen las organizaciones del tercer sector de Mexico y Espana con sello de ONG acreditadas para comunicar a sus publicos su transparencia y buenas practicas, a traves de su sitio web y sus redes sociales oficiales: Facebook y Twitter. La muestra de organizaciones del tercer sector fue de 104 organizaciones espanolas y de 104 organizaciones mexicanas. Los principales hallazgos fueron que el nivel de comunicacion en las organizaciones del tercer sector espanolas es mejor que en las mexicanas, no obstante, ambas enfrentan el reto de comunicar su transparencia eficientemente en medios digitales. Palabras clave: organizaciones del tercer sector, publicos, comunicacion integral, transparencia, mediosdigitales Abstract Third sector organizations are organizational structures that contribute to the countries social welfare. This type of organizations requires their audiences support and understanding in order to accomplish their organizational objectives and, to obtain such support, they must communicate in a transparent form with their audiences. Transparency must be understood as a third sector organizations ethical duty with a view to announce their audiences not only detailed information about the use of financial resources but also to keep them informed about their actions, decisions and daily behaviors. Third sector organizations must manage their transparency and best practices not as designed action within a logistical or merely operational plan, but as the core idea of a strategic plan that allows them to create bonds of trust with strategic audiences such as: collaborators, donors, volunteers, government, other","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"11 1","pages":"05-26"},"PeriodicalIF":0.4,"publicationDate":"2021-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47207700","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Presentación: Investigación en Relaciones Públicas / Presentation: Public Relations Research","authors":"Ana Almansa-Martínez, Isabel Ruiz-Mora","doi":"10.5783/REVRRPP.V11I21.713","DOIUrl":"https://doi.org/10.5783/REVRRPP.V11I21.713","url":null,"abstract":"Hace diez anos, un grupo de personas comenzamos esta ilusionante aventura de publicar la  Revista Internacional de Relaciones Publicas . El principal objetivo de la publicacion era y es convertirse en la plataforma en la que investigadores e investigadoras puedan publicar y difundir sus trabajos. Este sigue siendo hoy nuestro compromiso. En estos diez anos hemos visto crecer la disciplina. Se han creado nuevos estudios de posgrado vinculados a las Relaciones Publicas y la profesion goza cada vez de mayor reconocimiento. Hoy, cualquier organizacion que se precie debe satisfacer las necesidades de comunicacion de sus publicos. Las crisis vividas en este tiempo, incluida la COVID-19, han servido para que se evidencia le importancia de las Relaciones Publicas en todo tipo de entidades. Una decada despues presentamos el numero 21 que, fiel a su cita semestral, presenta contenidos diversos de investigacion en Relaciones Publicas. Ese hemos querido que sea, precisamente, su titulo. El numero reune a un buen numero de investigadores e investigadoras de Espana, Mexico, Argentina y, especialmente, Brasil. Articulos publicados en espanol, ingles y portugues. Abstract Ten years ago, a group of us began the exciting adventure of publishing the International Journal of Public Relations. The main objective of the publication was and is to become the platform where researchers can publish and disseminate their work. This continues to be our commitment today. In these ten years we have seen the discipline grow. New postgraduate studies related to Public Relations have been created and the profession enjoys increasing recognition. Today, any self-respecting organization must satisfy the communication needs of its public. The crises experienced during this time, including COVID-19, have served to highlight the importance of Public Relations in all types of organizations. A decade later, we present the 21st issue, which, faithful to its biannual appointment, presents diverse contents of research in Public Relations. That is precisely what we wanted its title to be. The issue brings together a good number of researchers from Spain, Mexico, Argentina and, especially, Brazil. Articles published in Spanish, English and Portuguese.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"11 1","pages":"01-04"},"PeriodicalIF":0.4,"publicationDate":"2021-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45047511","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Las Relaciones Públicas en el nuevo milenio: retos y\u0000 oportunidades","authors":"","doi":"10.5783/rirp-20-2020","DOIUrl":"https://doi.org/10.5783/rirp-20-2020","url":null,"abstract":"","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"1 1","pages":""},"PeriodicalIF":0.4,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43452093","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Relações públicas, comunicação organizacional e questões informacionais: análise de suas inter-relações em periódicos latino-americanos/Public relations, organizational communication and informational issues: analysis of their interrelationships in Latin","authors":"M. Silva, T. Guaraldo, Maria Eugênia Porém, C. Santos","doi":"10.5783/REVRRPP.V10I20.659","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.659","url":null,"abstract":"Resumo As relacoes publicas sao uma atividade de natureza complexa, nao apenas no que tange a sua atuacao nas organizacoes, mas em virtude do difuso arcabouco teorico que dificulta a construcao de uma rede conceitual que justifique sua existencia e relevância. No ambiente organizacional se destaca o sistema comunicacional e a disseminacao de informacao que ao lado das relacoes publicas sao igualmente fundamentais para as funcoes administrativas internas e do relacionamento com os ambientes externos e os diferentes publicos estrategicos. Neste contexto, as relacoes publicas, a comunicacao organizacional e a informacao se tornam conceitos que perpassam a realidade de grande parte das organizacoes, ja que se enleiam aos processos organizativos e produtivos cujas funcoes e atividades influenciam nas relacoes, interferindo no planejamento, resultados e objetivos institucionais. O objetivo central e investigar os elementos que emergem da interseccao de relacoes publicas, comunicacao organizacional e informacao nas organizacoes em periodicos latino-americanos. De natureza exploratoria e qualitativa, a metodologia e de revisao sistematizada, resultando na identificacao de quatorze artigos. Destes, metade prioriza o conceito de comunicacao organizacional em suas dimensoes de controle e informacional relacionadas a gestao, aos procedimentos, fluxos e processamento de informacoes. O conceito de comunicacao integrada se destaca em quatro artigos por meio de visao sistemica enquanto as relacoes publicas sao conceituadas de modo polissemico em seis artigos e estao ligadas tanto a fontes informativas quanto a relacao das organizacoes com seus diferentes publicos. A informacao aparece como processo e conhecimento de forma abrangente, associada a sistemas, tecnicas e tecnologias. Infere-se que o conceito de comunicacao organizacional representa o baluarte que sustenta os tres conceitos nos artigos analisados os quais se associam as atividades de gestao, amalgamando informacao, comunicacao e relacoes publicas com a finalidade de facilitar a transmissao e o acesso as informacoes, promovendo abertura de canais de dialogo (formais e informais), interacao social e credibilidade. Palavras-chave : Relacoes publicas, Comunicacao organizacional, Informacao, America Latina, Artigos cientificos. Abstract Public relations is a complex activity regarding its role in organizations and the diffuse theoretical framework that makes it difficult to build a conceptual network to justify its existence and relevance nowadays. In the organizational environment, alongside public relations, the communication system and dissemination of information are equally fundamental for the internal administrative roles and the relationship with the external environments and the different strategic audiences. In that organizational context, information management is inherently related to organizational communication and improved informational offer for developing people in the organizational contex","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"223-246"},"PeriodicalIF":0.4,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46342441","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Book review: Committed employees, effective companies/ Reseña de libro: Empleados comprometidos, empresas eficaces","authors":"Andrea Castro-Martínez","doi":"10.5783/REVRRPP.V10I20.678","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.678","url":null,"abstract":"Abstract: Committed employees, effective companies (Berceruelo & Estudio de Comunicacion, 2020) is not only an enjoyable and interesting volume, but also a very useful tool for professionals in the field of communication, human resources, business management or public relations, as well as for researchers and academics. This is due to the fact that it tackles internal communication from a strategic perspective to make the organizational culture and values of an entity evolve, with the aim of reflecting internal audiences and promoting their sense of belonging by constituting the link between all of them at an individual level. Resumen : Empleados comprometidos, empresas eficaces (Berceruelo y Estudio de Comunicacion, 2020) no solo es un volumen ameno e interesante, sino tambien una herramienta muy util para los profesionales de la comunicacion, los recursos humanos, la gestion empresarial o las relaciones publicas, asi como para los investigadores y academicos. Esto se debe a que aborda la comunicacion interna desde una perspectiva estrategica para hacer evolucionar la cultura y los valores organizativos de una entidad, con el objetivo de reflejar los publicos internos y promover su sentido de pertenencia, constituyendo el vinculo entre todos ellos a nivel individual.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"247-250"},"PeriodicalIF":0.4,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45065736","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Comunicación y abogacía. Análisis de las relaciones con los públicos en los despachos de abogados / Communication and advocacy. Analysis of relationships with the public in law firms","authors":"Víctor Serrano Súarez","doi":"10.5783/REVRRPP.V10I20.668","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.668","url":null,"abstract":"Resumen En este articulo, inicialmente daremos un repaso al panorama actual en lo referente al uso de las nuevas tecnologias por parte de los despachos de abogados, para posteriormente analizar cual es la vision subjetiva que los grandes despachos de abogados en Espana tienen acerca de la adopcion de las nuevas herramientas tecnologicas en su actividad profesional, especialmente en cuanto a la comunicacion con los clientes, y en que medida lo hacen respetando la normativa deontologica existente al respecto en materia de comunicacion. Para ello, hemos elaborado un modelo de encuesta abarcando los aspectos claves en la materia, enviada a los 70 despachos mas importantes en Espana, obteniendo como resultado que el uso de las nuevas herramientas es ya una realidad en cuestiones como la gestion documental, el uso de paginas webs o el de las redes sociales, pero aun no en otros apartados como la utilizacion de Inteligencia Artificial o Big Data. En lo que se refiere al respeto de las normas deontologicas, la vision de los despachos es que se respetan, aunque se puede desprender de algunas respuestas que esto no es del todo asi. Palabras clave: Despachos de abogados, relaciones con los publicos, nuevas tecnologias, comunicacion. Abstract In this article, we will initially review the current scenario regarding the use of new technologies by law firms, to later analyze what is the subjective view that large law firms in Spain have about the adoption of the new technological tools in their professional activity, especially in terms of communication with clients, and if they respect the existing ethical standards regarding advertising. To do this, we have developed a survey model covering the key aspects in the matter, sent to the 70 most important law firms in Spain, obtaining as a result that the use of the new tools is already a reality in issues such as document management, use of web pages or that of social networks, but not yet in other sections such as the use of Artificial Intelligence or Big Data. As far as respecting ethical standards is concerned, the opinion of the offices is that these are respected, although it can be inferred from some answers that this is not entirely the case. The development of this research is not without complications, since lawyers have traditionally been a very closed and hermetic union, reluctant to show their working methods and, even more, to vary it through the use of new tools. On the other hand, determining the sample has not been easy either, since large law firms normally operate through multiple companies, which makes it extremely difficult to discern the total turnover of each of them, beyond of the official figures that appear in the commercial registers. This is due, among other factors, to the anachronistic idea that a lawyer does not need anything more than codes and a text editor to carry out his work, since, on the other hand, communication with clients is considered as a residual aspect. That said, it ","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":" ","pages":"157-178"},"PeriodicalIF":0.4,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47976464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Presentación: Las Relaciones Públicas en el nuevo milenio: retos y oportunidades / Presentation: Public Relations in the new millennium: challenges and opportunities","authors":"Ana Almansa-Martínez, Isabel Ruiz-Mora","doi":"10.5783/REVRRPP.V10I20.685","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.685","url":null,"abstract":"Cuando la  Revista Internacional de Relaciones Publicas esta empezando a celebrar su decimo aniversario (2011-actualidad), se ha considerado oportuno compartir investigaciones sobre los cambios y retos de las Relaciones Publicas en el nuevo milenio. Por eso, este numero esta dedicado a los ultimos veinte anos de las Relaciones Publicas. Sin duda, durante las ultimas dos decadas la sociedad en general y las Relaciones Publicas en particular, han vivido cambios transcendentales: la evolucion tecnologica, los  socialmedia … y, mas recientemente, la pandemia, han dejado huella tanto en la profesion como en la investigacion y docencia de las relaciones que con los publicos. Y estos cambios han hecho, si cabe, aun mas necesarias las Relaciones Publicas.","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"01-04"},"PeriodicalIF":0.4,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41856049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Volta à infância: leitura des-verbal e formação de sentidos nos ambientes de trabalho de empresas de tecnologia / Back to childhood: non-verbal reading and making sense in workplace technology companies","authors":"Katia Perez","doi":"10.5783/REVRRPP.V10I20.676","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.676","url":null,"abstract":"Resumo Referencias a infância podem ser facilmente percebidas em empresas da atualidade, especialmente as que tomam como modelo os ambientes de trabalho descontraidos dos escritorios do Vale do Silicio, na California (EUA). Compreender o modo como estes sentidos sao construidos, envolvendo os coenunciadores organizacao e funcionarios, e nosso objetivo neste artigo. A partir da observacao dos discursos organizacionais infantis, mostrados nestes escritorios inovadores, e tomando como guia a leitura por similaridade do material “des-verbal”, como propoe Lucrecia Ferrara (2001), entendemos que as percepcoes dos funcionarios ante os simbolos infantis remetem a memorias distantes e prazerosas. Deste modo, tal experiencia pode ser associada as vivencias do funcionario dentro do ambiente de trabalho e, consequentemente, contribuir a uma imagem corporativa positiva e desejada pela empresa. Palavras chave: comunicacao dentro das organizacoes, discursos organizacionais, leitura des-verbal, ambientes de trabalho inovadores, infância. Abstract Nowadays, references to childhood can be easily perceived in workplace, especially in companies that take as a model the innovative, relaxed offices in Silicon Valley, California (USA). Both the architecture and the decoration of these workplaces suggest new senses, different from those formed in traditional offices. The employees of these companies, in turn, construct imaginary representations about the office - and, consequently, about the company - using all this shown material, in addition to their own experiences, memories, sensations and affections. In these communicational interactions, the highlight is the non-verbal language (Ferrara, 2001), where that childhood symbolic objects produce senses (Orlandi, 2012), suggest interpretations (Santaella, 2008) and create emotional bonds (Silva, 2012) in everyday work life. Studying these relationships that involve all the human senses in the communication process within organizations is the main theme in this article. As the objective of this research, we seek to understand how these organizational discourses are constructed in order to involve employees emotionally using their own experiences, recovered by childhood symbolic objects. Summing up: how are these shown discourses, involving childhood memories, in the work routine, materialized? As corpus of our research, we chose to observe and analyze the workplace of three multinationals from technology sector, represented by their Brazilian offices: Google-Belo Horizonte, in Minas Gerais, OLX-Rio de Janeiro and LinkedIn-Sao Paulo. The material for analysis was collected from images available on the corporate websites of these companies and on the websites of the architecture firms responsible for the architectural projects created for these offices. Collected data as well as its organization and analysis were based on Lucrecia Ferrara's proposal of reading non verbal messages, contextualizing in time and space each rese","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"201-222"},"PeriodicalIF":0.4,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41700167","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Desinformación y alfabetización mediática desde las instituciones: los decálogos contra las fake news / Disinformation and media literacy from the institutions: the decalogues against fake news","authors":"Noemí Morejón Llamas","doi":"10.5783/REVRRPP.V10I20.675","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.675","url":null,"abstract":"Resumen En un entorno marcado por la infoxicacion, la rapidez e inmediatez con la que circula la informacion, la emocionalidad de los mensajes, la viralidad, la horizontalidad en la produccion de contenido y la falta de confianza en las instituciones y medios, consideramos vital conocer el papel que juegan las instituciones en la lucha contra la desinformacion. Por este motivo, nuestra investigacion pretende establecer si existe coherencia entre las campanas visuales institucionales que alertan y alfabetizan sobre las  fake news durante el Covid-19 y las recomendaciones de organismos nacionales e internacionales como la Comision Europea, la UNESCO y la OMS. Tomando como eje de partida la importancia que estos organismos otorgan a la contextualizacion y consecuencias del problema, analizamos una muestra representativa de 20 recursos visuales a traves del analisis de contenido y del analisis discursivo, para comprender si el enfoque de dichas campanas es el acertado. Los resultados arrojan una deficiencia en la cantidad de iniciativas, una falta de perspectiva en el enfoque, una limitacion al publico infantil y adolescente, ademas de a los adultos en el rol de padres, y una difusion insuficiente en sus perfiles de Twitter. El trabajo invita a una revision y cohesion de las estrategias comunicativas institucionales como mecanismos de alfabetizacion mediatica, al mismo tiempo que apuesta por la coordinacion con medios, periodistas, educadores e instituciones gubernamentales para mejorar su efectividad. Palabras clave: desinformacion, alfabetizacion mediatica, comunicacion institucional,  fake news , infodemia, redes sociales. Abstract In an environment characterized by infoxication, the speed and immediacy of information circulation, the emotionality of the messages, the virality, the horizontality in the content production, and the lack of trust in institutions and media, we consider vital the role that institutions play through their institutional advertising to deal with misinformation. For this reason, our research aims to establish whether there is coherence between the institutional visual campaigns, about fake news during Covid-19 and the recommendations of national and international bodies, such as the European Commission, UNESCO and the WHO. Based on the importance that these organizations give to the contextualization and consequences of the problem, we analyzed a representative sample of 20 visual resources through content analysis and discursive analysis to assess whether the approach of these campaigns is appropiate. We also studied the virality of the information through an analysis of the content diffusion on Twitter. Our results indicated an insufficient number of posters and decalogues, along with their limitation in dealing with disinformation. First of all, we observed a lack of coordination in the framing of the problem, because despite the detection mechanisms (contrast, source analysis, medium) are specified, and the non-viraliz","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"111-134"},"PeriodicalIF":0.4,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42261641","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Websites e páginas do Facebook das Universidades portuguesas: novas possibilidades de interação social? / Portuguese Universities’ websites and Facebook pages: New possibilities for social interaction?","authors":"Kamila Mesquita, Teresa Ruão, J. G. Andrade","doi":"10.5783/REVRRPP.V10I20.658","DOIUrl":"https://doi.org/10.5783/REVRRPP.V10I20.658","url":null,"abstract":"Resumo Este artigo tem como objetivo analisar a existencia e o uso dos espacos de interacao nos  websites e nas paginas do Facebook das Universidades Publicas Portuguesas, verificando se a comunicacao  online desenvolvida por essas Instituicoes valoriza a interacao social. Para tal, desenvolvemos uma pesquisa quantitativa e qualitativa, na forma de estudo de casos multiplos, utilizando o metodo da observacao direta estruturada. Sabemos que diversas questoes significativas tem sido impostas as Universidades publicas nas ultimas decadas. Elas passaram a atuar num ambiente cada vez mais complexo e competitivo, de modo que a comunicacao teve que acompanhar as mudancas para dar respostas ao novo cenario que se impos. Na pesquisa percebemos que as Universidades portuguesas ja oferecem espacos que possibilitam a interacao com os publicos, tanto nos websites quanto nas paginas do Facebook, mas muitas delas ainda nao valorizam a interacao e usam as novas midias da mesma maneira que usavam as antigas, de forma unidirecional. Atualmente, nao basta apenas estar presente na internet, os publicos esperam cada vez mais que as organizacoes escutem, se envolvam e respondam, e esse envolvimento e fundamental para a construcao de relacionamentos. As interacoes que sao estabelecidas entre as organizacoes e os publicos no ambiente digital reforcam o sentimento de individualizacao da comunicacao, reconhecimento e confianca, influenciando a atitude perante um servico ou produto, assim como a imagem e a reputacao organizacional. Representam, ainda, oportunidades para as organizacoes conhecerem e aprenderem mais sobre as necessidades e as expectativas dos publicos. Palavras-chave: Comunicacao Organizacional, Interacao Social, Universidade, Website, Facebook Abstract This article aims to analyze the existence and use of interaction spaces on Portuguese Public Universities’ websites and Facebook pages, checking whether or not the online communication developed by these institutions values social interaction. To this end, we have developed a quantitative and qualitative research setting in the form of a multiple-case study using the structured direct observation method. We know that several significant issues have been imposed on public universities in recent decades. For a long time, Universities used unidirectional and asymmetric communication models. Organizational leaders believed that quality and rigor in teaching and research were enough to create and maintain a positive image for organizations, an understanding that is not suited to today's reality. They began to operate in an increasingly complex and competitive environment, they had to rethink the role they play in society, their mission and relationship with different audiences. In this way, Universities needed to restructure, adopt more entrepreneurial management strategies, attract new audiences and find new forms of financing and communication had to accompany the changes to provide answers to the new imposed s","PeriodicalId":42959,"journal":{"name":"Revista Internacional de Relaciones Publicas","volume":"10 1","pages":"135-156"},"PeriodicalIF":0.4,"publicationDate":"2020-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44913030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}