Las Relaciones Públicas en el nuevo milenio: retos y oportunidades最新文献

{"title":"El retorno de la inversión en las relaciones públicas, una revisión bibliográfica","authors":"Francisco Leslie Lopez-del-Castillo-Wilderbeek","doi":"10.5783/rirp-20-2020-05-71-90","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-05-71-90","url":null,"abstract":"This research has carried out a systematized bibliographic review to analyze how the return on investment (ROI) in communication, and specifically in public relations, has been theoretically treated.\u0000The financial measurement of communication outcomes represents a topic of great interest for the academic community because organizations need to know the real results of their communication efforts. At the same time, economic measurement turns out to be a variable that can be understood by the management of the organizations and allows them to know where the money is being spent.\u0000However, despite more than forty years of theoretical work, a homogeneous nor globally accepted solution has not yet been achieved. \u0000The bibliographical study of the return on investment in communication, and especially in public relations, shows the difficulty of turning the success of the activity of public relations professionals into money. On the one hand, there is no doubt that the ROI is directly related to financial data; on the other hand, in communication it is usual to introduce non-economic values to evaluate the results achieved. The bibliographical results indicate in the first instance that, on a quantitative level, the economic aspect is predominant in the calculation of the ROI (96.3%).\u0000In this context measurement by equivalence in advertising (AVE) is an economic model as used by professionals as it is rejected by researchers. It is based on comparing the cost of a presence in the media with the equivalent cost if it were advertising. Nevertheless, this model is criticized for the differences between advertising (a completely controlled message) and publicity (a message that is altered by the media).\u0000However, taking the previous works about the subject, it can be said that the evaluation of public relations actions can be dealt with from the perspective of opportunity cost: the loss of other alternatives when one alternative is chosen. \u0000In this way, the evaluation of the cost of a traditional advertising action can be compared with the cost of other options available to public relations professionals. For example, native advertising is a resource of public relations teams whose cost can easily be compared to traditional advertising. Native advertising is a paid promotion that matches the audience's consumption and contains information of interest to the advertiser.\u0000Hence opinions that reject the advertising equivalence measurement (AVE) are not justified when the product generated by public relations has the characteristics of native advertising because in both cases (advertising vs. native advertising) the professional can exactly compare the investment made with one instead of the other.","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"24 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130687798","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":"As empresas de assessoria de imprensa e os desafios da era digital","authors":"Paulo Ribeiro Cardoso, Tiago De Oliveira","doi":"10.5783/rirp-20-2020-06-91-110","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-06-91-110","url":null,"abstract":"The increase in the use of the internet and its tools contributed to the development of communication in organizations, leading Public Relations companies in general, and those dedicated to press relations in particular, to follow this process. The present work addresses this theme focusing its attention on the impact that the internet and digital communication had on Public Relation companies. In particular, this study aims to: understand the impact of the evolution of the internet on the work and functioning of press relations companies; understand how press relations companies are adapting to the changes caused by the internet; understand how these changes have consequences on the type of professional profile sought by press relations companies.\u0000A qualitative approach was used, with the administration of a questionnaire with open questions. The sample as composed of three profiles of professionals involved in this phenomenon: professionals from press relations agencies, professionals from companies that are clients of those agencies and a third group formed by specialists in the area of communication. Thus, it was intended to obtain a complementary and comprehensive perspective of this phenomenon.\u0000The questionnaire was sent by e-mail making it possible to interview individuals who were in different regions without involving the movement of researchers.\u0000As main conclusions it was verified that a considerable part of the participants considered that the development of the online communication brought about a change of old paradigms in which old tools are gradually being abandoned, giving way to new ways of doing. In general, there is an increase in the use of digital channels, implying the adoption of new tools and knowledge. This market reality confirms the perspective found in the literature, in which it is argued that the growth of online communication has led to an evolution in the Public Relations sector, leading professionals to adapt to this new reality by incorporating digital into their practices.\u0000The digital age has made possible new forms of segmentation and communication through interaction on social networks, allowing to communicate with audiences in a more targeted and fast way. This evolution fits into the concept of PR 2.0 present in the literature showing a new way of applying PR to communication between companies and audiences. In contrast to the one-way transmission of information that was typical of the mass media, social networks allow two-way and interactive communication. The communication advisory companies must then adapt the communication to the new digital channels, gradually completing a migration to online.\u0000As a reaction to these changes, professionals are aware of the need to adapt to the new reality. In this context, most respondents recognized, in many cases, effective implementation of digital communication. This data is in line with other studies carried out with PR professionals who believe that technological i","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125787814","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":"Relaciones Públicas y asociacionismo académico en España: AIRP, la Asociación de Investigadores en Relaciones Públicas","authors":"I. Puentes-Rivera, S. Hernández-Martínez, Joan Cuenca-Fontbona","doi":"10.5783/rirp-20-2020-03-27-46","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-03-27-46","url":null,"abstract":"Associationism, a habitual professional and academic practice in all fields, present in Spain various peculiarities in the case of Public Relations, suffering from a lack of recognition and identification as an independent discipline since its inception. In the professional field, this leads to the appearance of multiple associations that, with different names and many times obviating the words Public Relations, bring together professionals in the sector, but in the field of university research and teaching there is no such associative tradition. In order to fill this gap, AIRP, the Association of Researchers in Public Relations of Spain, was founded in 2004.\u000016 years after its creation, this article analyzes the meaning and usefulness of said association, both at the beginning and at present, and takes stock of the evolution of Public Relations in Spain throughout this decade and a half, in the professional field and, above all, the academic one. A methodology based on a semi-structured interview with three of the four AIRP founding professors and a content analysis of various documents, such as the census and the entity's web portal, is proposed for this.\u0000Among the results obtained, the academic impulse that the networking and associative work of the majority of Spanish researchers in the field has entailed for Public Relations, who before the existence of AIRP worked independently; a boost that translates into greater scientific recognition of the profession and a notable improvement in the indicators of scientific production associated with it, with the consequent greater presence of the discipline in the study plans and the promotion of specialized teachers. Therefore, the importance of associationism is also corroborated in the academic, non-professional sphere, especially in the case of disciplines, such as Public Relations in Spain, which needed an important work of dignity. A process to which the high level of Spanish PR researchers undoubtedly contributes, which has allowed many of them access to full professor and even professorial positions, something unthinkable a few years ago.\u0000In relation to the eternal debate on the correct translation into Spanish of the term Public Relations, the researchers are committed to maintaining the name Relaciones Públicas which, although in the professional field is elusive, in the academic field it remains, even in the name of the Degree study.\u0000Finally, in relation to the history and evolution of AIRP, the entity has notably increased the number of partners since its foundation, counting on a presence in the majority of universities that offer Advertising and Public Relations studies. This expansion, which will continue to be promoted, must be compatible, however, with its vocation as a specialized entity, absolutely focused on the study of Public Relations. The entity's most immediate challenge is the preparation of the White Paper on the Scope of Public Relations, a guide for the preparation of stud","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124008175","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","authors":"Andrea Castro-Martínez","doi":"10.5783/rirp-20-2020-13-247-250","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-13-247-250","url":null,"abstract":"Committed employees, effective companies (Berceruelo & Estudio de Comunicación, 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","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"117 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122264278","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","authors":"Marcelo Pereira da Silva, Tamara de Souza Brandao Guaraldo, Maria Eugênia Porém, Celia Retz Godoy dos Santos","doi":"10.5783/rirp-20-2020-12-223-246","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-12-223-246","url":null,"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 context. Public relations, organizational communication, and information are interwoven with most organizations' reality as they are linked to the organizational and productive processes, and their roles and activities influence relationships and interfere in planning, results, and institutional objectives. Organizations include different types of people who work and use communication and information to make sense of daily work. In that respect, public relations act as facilitators between organizations and different audiences. Therefore, the relationship between these three concepts – public relations, organizational communication, and information – refers to organizations' world and how they deal with the exchange and sharing of meanings that influence the social, cultural, and economic environment. This study was motivated by the need to understand how theoretical frameworks and affinities are built between organizational communication, public relations, and information in scientific journals in Latin America. It aims to investigate the key elements that emerge from the intersection between public relations, organizational communication, and information in organizations. Besides, it analyzes the interrelationships of public relations, organizational communication, and information in Latin American journals. This study is exploratory and qualitative, and its methodology is a systematic review, which identified 14 articles. Of those, half prioritize the concept of organizational communication in its control and informational dimensions related to management, procedures, flows, and information processing. The concept of integrated communication emerges in four articles through a systemic view. Public relations are conceptualized in a polysemic way in six articles and are linked to both information sources and organizations' relationship with their different audiences. Information comprehensively appears as both a process and knowledge associated with systems, techniques, and technologies. The articles prioritize a functionalist notion of organizational communication as an articulating axis between the three concepts and is linked to management, which mixes information, communication, and public relations to promote access to information and dialogue. Regarding the concepts' interrela","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128488018","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","authors":"Noemi Morejon-Llamas","doi":"10.5783/rirp-20-2020-07-111-134","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-07-111-134","url":null,"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-viralization / dissemination is urged, intentionality and repercussion are directly and indirectly ignored. A 60% of the analysed decalogues did not mention the consequences of disinformation, neither in the short nor in the long term. A 20% explains the economic or political benefit that could be obtained from the dissemination of a deception and 15% explains the possible damage to health or reputation. Only a 5% mention the polarisation of public opinion. The secondary effects of fake news that institutional advertising exposed were: the damage to the digital identity, discrimination against individuals, the advantage of unethical businesses, the reduction in media confidence, the decrease in critical thinking, and the undermining of the confidence of institutions that do not even appear in the decalogues. Secondly, we appreciated a restriction of the campaigns to the child and adolescent public, as well as to adults in the role of parents. Dissemination is also a pending task for the institutions, since none of the initiatives were successful and went viral on Twitter, even less so in the case of the campaigns that we consider more complete in their approach. The conclusions of this work invite to revisit the institutional communication and advertising as tools for media and digital literacy through coordination with the media, journalists, educators, politicians and experts in the field. Order PCM / 1030/2020, of October 30, which publishes the procedure for action against disinformation opens a new path to study information disorders in Spain. From this point, the objective should be to analyse it from a structural prism which empowe","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"5 6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117009206","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","authors":"","doi":"10.5783/rirp-20-2020-01-01-04","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-01-01-04","url":null,"abstract":"Presentation by Ana Almansa-Martinez and Isabel Ruiz-Mora","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123322289","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":"Influência da comunicação interna e do engajamento no desempenho de tarefas de servidores públicos","authors":"Eduardo Tramontin Castanha, I. Beuren, V. Gasparetto","doi":"10.5783/rirp-20-2020-10-179-200","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-10-179-200","url":null,"abstract":"The involvement of employees with their activities in the work environment can instigate higher levels of commitment to the organization in which they work. Employee commitment can be instigated by adequate levels of internal communication (Walden et al., 2017). In view of the growing concern with the commitment and engagement of employees, managers responsible for internal communication need to know the communication processes so that they can develop strategies that contribute to the construction of engagement (Welch, 2012).\u0000The engagement of individuals at work is frequently addressed in the literature as to its effects, but its background is little explored, especially in specific fields, such as in the public area. Thus, this study analyzes the influence of internal communication on task performance, mediated by the engagement of public servants. The study was carried out by means of a survey with 84 civil servants on active duty from a State Secretariat located in the Southern Region of Brazil. After data collection, analyzes were carried out using the Structural Equation Modeling technique, based on Partial Least Squares (PLS), which demonstrates the relationships between multiple variables and respective constructs. The estimation of structural equations was analyzed using SmartPLS 3.\u0000The results of the analyzes show a significant and positive effect of internal communication on engagement, which supports the confirmation of hypothesis H1, that there is a positive relationship between internal communication and engagement. This result is consistent with empirical studies that consider that internal communication inspires engagement (Karanges et al., 2015; Verčič & Vokić; 2017). According to Abdullah and Antony (2012), communication induces employees to realize its importance in the organization and to contribute to the organization's strategies and results, as long as they are aware of the strategies and expected results. There was also a positive association between engagement and task performance, which confirms the hypothesis H2, that there is a positive relationship between engagement and task performance. This result corroborates the findings of Shantz et al. (2013), who found a potential mediating role for employee engagement in the relationship between work design and performance, and that employee engagement positively influences task performance. A positive association was also found between internal communication and task performance, which confirms hypothesis H3. This result is in line with the findings of Tsai et al. (2009) and Abugre (2011), that internal communication can be a determinant of task performance. The literature recognizes the need for adequate levels of communication between management and its employees, in view of its positive effect on the performance of employees' activities (Tsai et al., 2009; Neves & Eisenberger, 2012; Rajhans, 2012).\u0000The structural model also confirms the partial mediating effect of the en","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126325402","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":"As RP em rede e o envolvimento dialógico em plataformas feministas (“A Coletiva” e “INMUNE”)","authors":"Sónia de Sá","doi":"10.5783/rirp-20-2020-02-05-26","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-02-05-26","url":null,"abstract":"Feminist movements are currently asserting themselves by the capacity of involvement and aggregation of activists and the public identified with the feminist cause, who have in common both the struggle for women's rights and the spaces where they create existence and attribute dimension to that struggle: digital social networks. The purpose of this article is to understand the communication strategies, supported by dialogue, that underlie this aggregation and sharing of meaning when it comes to feminism and its close connection with the fight for gender equality, the end of gender violence or the eradication of racism. Based on the theoretical review on networked PR (Grunig, 2009; Kent, 2017), networked dialogue (Theunissen & Wan Noordin, 2011; Smith & Taylor, 2017; and networked feminism (Fullagar, Parry and Johnson, 2019; Keller, Mendes & Ringrose, 2018; Araüna, Willem & Tortajada, 2019; Yang, Uysal & Taylor, 2017), we applied content analysis (Bardin, 2006) to publications and digital interactions on two Portuguese feminist platforms. Thus, in an adaptation of the model proposed by Lane and Kent (2018) - Dialogic Engagement Interaction - this exploratory study analyzes the dialogical involvement of Coletiva and INMUNE - Instituto da Mulher Negra de Portugal. The analysis results, however, shows a low level of dialogical involvement between organizations and their audiences and, consequently, a reduced collective force to stop online hate clusters with increasing protagonism and with highly technological and effective modus operandi. Thus, the outcomes indicate that the two platforms analyzed do not apply communication strategies through dialogue, limiting exchanges between the organization and the public to the classic top-down communication option, summarizing the practice of dialogical involvement in social digital media to the publication unidirectional content and openness to comments and other reactions. As for the hypotheses raised, only one of them was validated, taking into account that 1) there was no significant dialogical involvement in the content analysis of the two feminist platforms, and 2) although we were unable to verify in the content analysis of the two feminist platforms, the theoretical review validated the idea that online anti-feminist and hate clusters can be fought by online anti-feminist and anti-hate clusters with the same effectiveness in spreading messages as the former. And here, the networked PR must take the strategic and tactical leadership of the action.\u0000\u0000This work also proposes a model for the analysis of dialogical involvement in digital social networks based on the broader initial proposal of Lane and Kent (2018). The model we propose comprises six categories: 1) existence of comment(s), sharing(s) and / or emoji(s); 2) existence of comment(s) and answer(s); 3) existence of dialogue (with the five dialogical principles: mutuality, propinquity, empathy, risk and commitment; see in Kent, 2017).; 4) existence","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127514815","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","authors":"Katia Perez","doi":"10.5783/rirp-20-2020-11-201-222","DOIUrl":"https://doi.org/10.5783/rirp-20-2020-11-201-222","url":null,"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-São 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 Lucrécia Ferrara's proposal of reading non verbal messages, contextualizing in time and space each researched places, searching for \"estrangement\" - non-homogeneous elements or situations - and find out the \"dominant\" - the conflicting element in the observed environment (Ferrara, 2001). The non-verbal reading are based on the memories recovered not only by the act of seeing something, but also for hearing, smell, taste and touch. And these memories can be used to create new sensations and emotions - positive ones - for new perceptions of the corporate 'world'. In the three companies researched, which hired architects and decorators to transform the work space according to the companies' world headquarters guidelines, we found the non-homogeneous in the office organization itself. In this innovative interior, the presence of childhood symbols appear as dominant. This is the case of the Google-Belo Horizons popcorn cart, the giant slide at OLX-Rio de Janeiro and elements such as a swing at LinkedIn-São Paulo. We understand that employees' perceptions of childhood symbols refer to distant and pleasurable memories, brought by remembran","PeriodicalId":436239,"journal":{"name":"Las Relaciones Públicas en el nuevo milenio: retos y oportunidades","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125179961","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}