Relações públicas estratégicas e construção da imagem organizacional: CVI Refrigerantes LTDA na FEISMA

Abstract

This work has as its theme the strategic public relations and building organizational image. Through this theme was given rise to the following research problem: events / fairs can be a strategic tool of public relations in promoting organizational image? The overall objective is to understand how the events / fairs can be a strategic tool of public relations in promoting organizational image. The specific objectives are thus related: reflect on events / fairs in the context of public relations; identify the participation of CVI in FEISMA is strategically planned; verify that the events / fairs to CVI can be considered strategic communication tool. It is believed that in order for organizations to achieve success in targeted actions and able to add value to their public perception toward its image, public relations must act strategically. The organizational triumph is people-centered is called attention to the events / trade shows, to achieve a relationship strategically with public and thereby, shape somehow these public perceptions in building the organizational image. It is considered to have reached the proposed objectives, as the study showed, in the case of CVI, the events / fairs are in strategic communication tools and it's made a strategic planning to participate in this fair.