A importância das relações públicas na comunicação organizacional: análise da assessoria de comunicação do Sindilojas

Abstract

The importance of a professional public relations has its due appreciation and recognition as it should be. In this way the search for appreciation and recognition of the activity of public relations has become a daily struggle and constant show for everyone, but especially for organizations that their knowledge is indispensable for the development of a communicative process of quality, inside and outside the companies. Given this, the objective of this research is to understand the importance of Public Relations in organizational communication from the communications advisory work performed in the Sindilojas of São Borja in the period of two years, commencing in the second half of 2014 and closed in the first half of 2016. As well as seeking to investigate the contribution of public relations to the organizational communication through the press office activities, as well as map the activities developed by the Sindilojas communication São Borja, describing these communication activities of the Organization showing the before and after and finally point the results of the work of public relations at communication advice to the Organization investigated. The justification of this work is the need to show this profession so complex and important for organizations and society, which is not recognized by these. This study has as object the Retail syndicate of Sao Borja-Sindilojas which is an organization that seeks to constantly add credibility and recognition to be a Union of the representation business class. Plays in San Borja for 27years the role to defend and represent the business class, so its existence is of paramount importance, as it is an organization of legal power to seek and represent the desire of entrepreneurs. For such was employed as research methodology, bibliographical research on the history of Public Relations, organizational communication, strategies, relationships, and integrated communication consultants, Office of communication and public relations, followed by the documentary analysis, through the archives and report made available by the syndicate, and interview conducted in Sindilojas with the management team composed of four people and the President , two Vice-Presidents and the Executive who answered a questionnaire composed of open questions and related to the history of Sindilojas quality, the company's communications and the role of students as advisers. It can be concluded through analysis developed the profession of public relations helps immensely in organizations because this professional is prepared to devote only in means and strategies to relate the organization with its stakeholders, in addition to improving and win credibility in the institutional image.