Produção cultural como estratégia de relações públicas: uma análise do Prêmio GPSNET de arte no muro

Abstract

Public relations can be used for cultural production as a strategy in communication actions, so that the dialogue between the organization and its stakeholders can be effective. The GPSNet, ISP City of São Borja is one such organization that, for 17 years, provides Internet access to society and began to care more about the environment in which it operates. Given this background, this paper aims to detect the use of cultural production as the company's strategy in the relationship with their audiences from the project GPSNet Art Award in Wall. To this end, the methodology Case Study, being developed Interpretative Analysis of the cultural project in the actions that make up the corpus of this work will be used. Based on the analysis undertaken, it can be concluded that all actions undertaken in Award are governed by a larger strategy, with respect to systemic public relations, designed according to the way the company wants to be recognized in the community to which it is inserted.