Eventos, como fazer acontecer? 10 estratégias de Relações Públicas para inovar no planejamento e na organização de eventos no pós-pandemia

Abstract

The proposal of this experimental research project seeks to diagnose the current context of the events sector, by problematizing how the experience applied by public relations can contribute to the sector in the post-pandemic? To answer this problem, the objective was to investigate the contributions that such applied experience has, especially to rethink and reorganize events, while diagnosing the current scenario of the sector under the lens of Public Relations; identify the main movements in the segment during the Covid-19 pandemic, as well as the prospects for the post-pandemic scenario, then, finally, produce, based on the diagnosis, a strategic and didactic communication product, oriented to qualify planning and event organization. Due to its nature being applied, the theoretical-practical actions that guided this project adopted the exploratory method, with a qualitative approach, combined with techniques and tools common to Design Thinking. Its execution had two immersions with the object of study, the first being a preliminary immersion (situational analysis of the sector in its entirety through a bibliographic review), and the second, an in-depth immersion (situational analysis from the perception of the stakeholders, directly and indirectly, related to the sector, based on an online opinion audit). Therefore, analysis and synthesis of the data and information collected were carried out. Both stages made it possible to diagnose the sector which, according to the audited subjects, but tensioned with the specialized literature, estimates the return of face-to-face events to events, but also the consolidation of online activities, with a possible hybridization of the sector. However, it is clear that professionals still do not have strategic guidelines to make both online and hybrid events effective and strategic communication and organizational relationship products. Armed with such data and information, a e-book was prepared to qualify the management of events, regardless of their classification or typology. Named, “Events, how to make it happen? 10 Public Relations Strategies to Innovate in Post-Pandemic Event Planning and Organization", the e-book is the experimental communication product resulting from this project, made available for the public and free access to the entire community.