Modelos de negócios em relações públicas: um olhar disruptivo

Abstract

The society has undergone several technological changes, the Internet and the media have become part of the life of people and professionals. In this way, organizations also needed to adapt to follow the changes, and enterprises with innovative ideas and flexible formats, the so-called new business models, emerged. These business models have entered the digital universe, and the Public Relations professional has become an ally to those ventures that seek to deliver new deliveries to their audiences. With this, the objective of this work is to understand how the public relations professional is adapting to the new digital business models. To achieve this result, this work was based on the qualitative nature, using as an exploratory-descriptive method and using the Internet as a data collection technique. For this, nine public relations communities were defined as a corpus of work, that is, Web businesses created by entrepreneurs attentive to the current reality of the profession and willing to change the scenarios. These communities were first analyzed from the Business Model Canvas and then interviewed in depth, online, in order to obtain more information about each. In this way, the segmentation of business segments and business patterns was categorized. In the end, it is concluded that the portals investigated motivate future professionals to become digital entrepreneurs and to engage in this field through content, information and trends, reaching a disruptive field of new possibilities for the Public Relations professional.