Apropriações e uso de software na área de relações públicas

Abstract

This experimental project brings to the debate a reflection on the importance of the Public Relations professional have regarding the use and appropriation of support softwares, especially to the activities of measurement and data organization. The methodology presented in this work is qualitative and it was given through interviews with four people in the Public Relations area who use Nvivo software. This work also presents a bibliographic review about this software on the subject of organizational communication, Public Relations and technology. The "Frequency of Words" tool of Nvivo 12 Pro was used, which generated a cloud of 30 most frequent words in each project (Interviews and Bibliographic Review) as a result of data measurement. The results offer an opportunity to rethink the view that the Public Relations professionals has in front of the labor market, besides being seen as strategists and communication advisers, we are also recognized as a scientists.