A importância estratégica das Relações Públicas: um estudo de caso sobre a Associação Empresarial de Frederico Westphalen (AEFW)

Abstract

This case study of Associação Empresarial de Frederico Westphalen (AEFW), with a qualitative approach, used bibliographic and documentary research techniques and structured interviews as a way to answer the question of whether AEFW consider Public Relations to be strategic for Commercial Associations. In order to respond to the problem, the general objective of this of this study with a qualitative approach is to verify whether the AEFW considers Public Relations to be strategic, with the following specific objetives: 1. To find out what are the communication processes used in the AEFW; 2. Understand what are the essential skills of the Public Relations professional, with emphasis on their work in Advisory services; 3. Compare whether there is a correlation between the communication processes used in the AEFW with the essential competencies of the Public Relations professional and 4. Analyze which essential competencies are not being carried out and the validity of having them in use. In order to conceive the understanding of the problem, the first chapter sought to briefly contextualize the emergence of Commercial and Business associations in Brazil. The second chapter aimed to present a theoretical framework of the essential competences of the Public Relations professional, with emphasis on their performance in the Advisory Services. The third chapter discusses the analysis and interpretation of the data. Through the analysis and interpretation of the data obtained, it can be concluded that the Public Relations function plays a fundamental strategic role for Trade Associations. Given that AEFW performs a wide range of processes and activities that require a qualified professional to plan and execute them with excellence. In this context, the Public Relations professional plays a strategic role by implementing research, planning and executing communication actions, aiming to establish a more effective relationship with the public, therefore, the study carried out reveals that there is a perception that the study carried out reveals that there is a perception that the AEFW considers the area of Strategic Public Relations. However, there are no concrete actions that prove this perception.