O que s o as rela es p blicas 9 defini es

1. O que s�o as rela��es p�blicas ?(9 defini��es) Cadeira de Rela��es P�blicas Rog�rio Ferreira de Andrade

2. 1. Uma defini��o de RP centrada na gest�o da conflitualidade �RP � a arte de reduzir a conflitualidade das organiza��es com os seus ambientes e assim reduzir ou evitar custos (os custos que decorrem precisamente do conflito) a administra��es e a accionistas�.

3. 2. Uma defini��o de RP que se pretende �universal� (I) (Baseada numa ambiciosa pesquisa realizada em 1975 pela Foundation for Public Relations Research and Education com entrevistas a 65 profissionais e an�lise de cerca de 470 defini��es diferentes de RP) �Public Relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; (cont.)

4. 2. Uma defini��o de RP que se pretende �universal� (II) (cont.) defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools�. Seitel, Fraser (2006,10th edition), The practice of public relations, New Jersey: Prentice Hall, p6

5. 3. A defini��o do Institute of Public Relations (UK) �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 organization and its publics�.

6. 4. A defini��o de um manual de refer�ncia em RP �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. This conceptual definition positions the many activities and goals in public relations practice as a management function. It also identifies building and maintaining mutually beneficial relationships between organizations and publics as the moral and ethical basis of the profession�. Cutlip, Scott M.; Center, Allen M.; Broom, Glen M. (2005, 9th edition), Effective public relations, Prentice-Hall, p6

7. 5. Uma defini��o funcional das RP (I) a) A f�rmula R.A.C.E. �Communications professor John Marston suggested that public relations be defined in terms of four specific functions: (1) research, (2) action, (3) communication, and (4) evaluation. Applying the R-A-C-E approach involves researching attitudes on a particular issue, identifying action programs of the organization that speak to that issue, communicating those programs to gain understanding and acceptance, and evaluating the effect of the communication efforts on the public�.

8. 5. Uma defini��o funcional das RP (II) b) A f�rmula R.O.S.I.E. (extens�o da f�rmula R.A.C.E.) �Public relations professor Sheila Clough Crifasi has proposed extending the R-A-C-E formula into the five-part R-O-S-I-E to encompass a more managerial approach to the field. R-O-S-I-E prescribes sandwiching the functions of objectives, strategies, and implementation between research and evaluation. lndeed, setting clear objectives, working from set strategies and implementing a predetermined plan is a key to sound public relations practice� Seitel, Fraser (2006, 10th edition), The practice of public relations, New Jersey: Prentice Hall, p7

9. 6. Uma �defini��o-mix�: Marketing Public Relations (MPR) �MPR � o processo de planear, executar e avaliar programas que encorajem o acto de compra e a satisfa��o do consumidor, atrav�s da comunica��o cred�vel de informa��o e de impress�es que aproximem as empresas e os seus produtos das necessidades, desejos, preocupa��es e interesses dos consumidores (...). No futuro, as rela��es p�blicas desempenhar�o um papel decisivo na defini��o de estrat�gias de marketing que respondam �s preocupa��es do consumidor. No sentido cl�ssico, as rela��es p�blicas influenciar�o n�o apenas o que as empresas dizem, mas o que fazem�. Harris, Thomas (1991), The marketeer�s guide to PR, John Wiley & Son

10. 7. Uma defini��o (provocadora) das RP enquanto criadoras de marcas (I) �A percep��o � tudo. A grande quest�o � como criar uma percep��o favor�vel no esp�rito do consumidor. E a publicidade tem um registo pobre quanto a esta mat�ria (p62)... A publicidade como ferramenta para construir uma marca est� morta. Mas a publicidade tem uma segunda vida como ferramenta de manuten��o da marca, depois de esta ter sido constru�da pelas RP. O caminho para construir uma marca � atrav�s das rela��es p�blicas (p97)... (Cont.)

11. 7. Uma defini��o (provocadora) das RP enquanto criadoras de marcas (II) (Cont.) .... Se precisar de criatividade, ent�o a marca deve utilizar as rela��es p�blicas. �Criamos� marcas pelas RP. Mantemos marcas com a publicidade (p185)... Publicidade e rela��es p�blicas podem viver juntas e felizes para sempre apenas se cada uma das disciplinas aceitar o seu papel leg�timo na fam�lia do marketing� (p198). Ries, Al; Ries, Laura (2003), A queda da publicidade e a ascens�o das rela��es p�blicas, Lisboa: Editorial Not�cias

12. 8. Uma defini��o das RP na era das redes e da globaliza��o �Public relations is the strategic communication that different types of organisations use for establishing and maintaining symbiotic relationships with relevant publics many of whom are increasingly becoming culturally diverse�. Sriramesh & Vercic (2009), The global public relations handbook: Theory, research, and practice. New York: Routledge (p. xxxiv)

13. 9. A defini��o proposta na cadeira de RP �As Rela��es P�blicas s�o um meio de express�o p�blica estrat�gica por parte de interesses constitu�dos ou a constituir para, atrav�s de argumenta��o convincente e de la�os emocionais positivos, influenciarem e/ou obterem a confian�a de m�ltiplos stakeholders na esfera dos neg�cios, da pol�tica, da administra��o p�blica ou da economia social�. (in Programa da cadeira de rela��es p�blicas)