As contribuições do design thinking para o planejamento de eventos em relações públicas

Abstract

Public Relations are constantly changing and need to renew their practices and techniques. Events, recognized as one of the activities of Public Relations, are strategic tools for bringing organizations closer and legitimizing their audiences. From the perspective of Public Relations and events, in convergence with the creative industries, the possibility of innovation arises through the Design Thinking approach. The present dissertation has as general objective, to identify possible contributions of Design Thinking for the planning of events in Public Relations. And as specific objectives: describe the stages of Public Relations and the Design Thinking approach; to point out singularities, similarities and asymmetries between Public Relations and Design Thinking, in the scope of event planning; review the Design Thinking Guide for Public Relations events; and suggest recommendations for the use of Design Thinking for Public Relations planning. In the first chapter, we present the dissertation proposal and its introductory and methodological perspectives. In the second, we deal with historical and theoretical aspects of Public Relations activity. In the third, the Design Thinking approach, origin, models and application tools; and o a Design Thinking Guide for Public Relations events, from the development and design stage of the application model. The fourth chapter presents the analysis of the possible contributions of Design Thinking to Public Relations events and points out recommendations based on the use of the Design Thinking model for planning Public Relations events.