Método de planejamento ágil de relações públicas: uma proposta para o centro de tecnologia da Universidade Federal de Santa Maria

Abstract

A need identified in the researcher's professional work motivated this research. In the context in which the researcher is inserted, there is a continuous flow of Communication demands to be met by a team of few people. Empirically there was already a concern to simplify the public relations planning process, and seeking to bring academic and market closer together, the objective was to design an agile public relations planning method. The methodological strategies used were guided by the Design Science Research method. First we reviewed the agile methodologies Scrum, Lean Startup, Lean Inception and Sprint Design, then the models Planning public relations in integrated communication (KUNSCH, 2013), Methodology of the Public Relations Relationship (DREYER, 2021), Reflective Communication Scrum and Development Blocks of agile communication strategy (RULER, 2015; 2021) and Lean Inception for RP (SANTOS et. al., 2020; 2021). Based on this theoretical review, an agile public relations planning method was developed with tools such as form, canvas and checklist. It was developed to be fluid, but considering the time of the parties involved. We consider that the work contributes so that professionals in the area can adapt it and use it whenever necessary.