Marketing de relações públicas como estratégia de relacionamento no cenário digital: uma análise das farmácias Panvel no facebook

Abstract

The study objective of this monograph refers to Public Relations marketing in the planning of strategic communication actions between the organization and its public of interest in digital social media. Also reflecting on the importance of Public Relations marketing in relation to the connection of the consumer with the brand in this communication medium. The research problem focused on answering the question: How do Panvel Pharmacies use Facebook as a strategy for relationship with their target audience? Its main objective is to understand how the digital social network, Facebook, can contribute to the relationship between the organization and its audiences. In order to achieve the proposed objectives, a bibliographical research was carried out, based on books, dissertations, articles and theses. For the analysis and systematization of the collected data the content analysis was used, following the contributions of Laurence Bardin (2009). The choice for the theme arose from the realization that digital social media transformed the communication between people and brands on the Internet. This advent also changed the way the relationship between the organization and its audiences. This study is based on authors such as Carolina Terra, Fábio França, Margarida Kunsh, Raquel Recuero, who develop the themes on Relations between different audiences, and in the digital environment. From this, it was verified the importance of the performance of the Public Relations professional in the strategic planning of the Relationship between the organization and its public in the digital social network. In addition, it was verified the relevance of the content studied in the digital scenario for the maintenance of the relationship between both parties. The activity under study is promising and the Public Relations professional is able to act in this scenario contributing to the success of communication also in digital spaces.