Eventos como estratégia de relacionamento: um estudo a partir da Eny Calçados de Santa Maria/RS

Abstract

This paper aims to analyze how public relations professionals use the events tool to create a relationship between the organization and its audiences. In this way aspects about events from their origins to the present day were first approached. It also sought to present some basic concepts about events and some typologies adopted by authors who are reference in public relations and other areas of knowledge, who also use the events as a strategy of relationship with their public. Subsequently, concepts and theories of relationship marketing were approached from a strategic perspective of public relations. With this, it sought to identify the main characteristics of the events that differentiate the public relations work in relation to the professionals who also work in this sector. As a methodological course, in order to meet the objectives of this study, bibliographic research on the topic of events in the communication area was carried out, and as an empirical object, a study was carried out at Eny Calçados, located in Santa Maria, Rio Grande do Sul, and an interview with the public organization relations. From the study carried out at Eny Calçados it can see that the events really bring relevant results to the companies, that the clients end up getting closer to the organization and in the future they come back to the store when they need some product, generating longe-term financial returns. In this perception that events fit in, a means of communication that transmits and receives information, a tool capable of bringing together stakeholders and, if they feel part of the brand, wear their shirt and, more and more, a loyal relationship.