A prática de calendarização como estratégia contemporânea de relações públicas

Abstract

The present study has as a central theme calendarização, presenting it as a modern Public Relations technique and strategy. The objective of the research is to establish theory links between the notions of communication, public relations and strategy for its application in the planning and execution of calendarização. The specific objectives are: to present the concepts of communication and strategy, pointing technical and cognitive elements for the elaboration of a communication strategy; to rethink Public Relations practices taking into consideration its strategic functions in modern organizations; to point the practice of calendarização inside public relations’ strategic planning; and to identify and analyze how calendarização is being utilized by Public Relations professionals graduated in Universidade Federal de Santa Maria (UFSM). For the realization of this study, we used quantitative and qualitative research methods. The bibliographical research and its qualitative character were explored for the creation of a Public Relation strategic matrix. In turn, the field research was conducted, through quantitative data surveys, with the graduates from the last ten (2003 - 2011) Public Relations classes from UFSM. The study is organized in three chapters: Strategic Communication; Strategic Public Relations; and Methodology. The research allowed for the conclusion that calendarização, based on the technical and cognitive elements of strategic communication, may be considered beyond its operational aspect. However, for that, as well as the institutionalization of the strategical character of Public Relations, to be effective, a change in the professional attitude inside the work practice is needed.