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Abstract(s)
Desde o surgimento da Internet que as agências de Relações Públicas (RP) assumiram o papel
de intermediários entre marcas farmacêuticas (MF) e digital influencers (DI). Simultaneamente,
estes digital influencers começaram a actuar como moderadores entre estas marcas e os
consumidores, em Portugal. A relação interdependente destas partes molda as suas relações
públicas, de mais a mais, considerando o atual panorama digital. A partir da nossa experiência
de um ano numa agência de relações públicas, que nos permitiu obter um conhecimento em
primeira-mão sobre esta indústria, iremos analisar e questionar se é possível cumprir os
objectivos tanto das marcas farmacêuticas como os dos digital influencers. Este estudo,
enquanto relatório de estágio, irá utilizar material recolhido através da análise indutiva e
temática das entrevistas realizadas em profundidade, a fim de revelar e compreender o trabalho
das agências de relações públicas enquanto intermediários. Irá também demonstrar de que forma
a emergência dos digital influencers determinou o desenvolvimento desta dinâmica em
Portugal, a partir da perspectiva das marcas farmacêuticas e destes influencers. Os resultados
indicam que as agências de relações públicas, de uma forma complacente, desempenham este
papel cumprindo os objectivos de cada uma das partes, sem comprometer a sua própria posição.
Since the rise of the Internet, Public Relations (PR) agencies have assumed the role of intermediaries between pharmaceutical brands (PB) and digital influencers (DI). Simultaneously, these digital influencers have begun to act as moderators between these brands and consumers in Portugal. The interdependent relationship of these parties shapes their public relations more than ever considering today’s digital landscape. Drawing on our experience from spending a year at a public relations agency, which has given us a first-hand insight into the industry, we will examine whether it is possible to meet the goals of both pharmaceutical brands and digital influencers. As a qualitative internship report, this study will utilize in-depth interview material that we have gathered through inductive and theme analysis to unveil and understand the work of public relations agencies as intermediaries. It will also illustrate how the emergence of digital influencers has determined the development of this dynamic in Portugal, from the perspective of pharmaceutical brands and these influencers. The results indicate that, by leniently performing this role, public relations agencies successfully accomplish the goals of each party, without compromising their own position.
Since the rise of the Internet, Public Relations (PR) agencies have assumed the role of intermediaries between pharmaceutical brands (PB) and digital influencers (DI). Simultaneously, these digital influencers have begun to act as moderators between these brands and consumers in Portugal. The interdependent relationship of these parties shapes their public relations more than ever considering today’s digital landscape. Drawing on our experience from spending a year at a public relations agency, which has given us a first-hand insight into the industry, we will examine whether it is possible to meet the goals of both pharmaceutical brands and digital influencers. As a qualitative internship report, this study will utilize in-depth interview material that we have gathered through inductive and theme analysis to unveil and understand the work of public relations agencies as intermediaries. It will also illustrate how the emergence of digital influencers has determined the development of this dynamic in Portugal, from the perspective of pharmaceutical brands and these influencers. The results indicate that, by leniently performing this role, public relations agencies successfully accomplish the goals of each party, without compromising their own position.
Description
Keywords
Public relations Pharmaceutical brands Digital influencers Intermediary Social networks Engagement and electronic word-of-mouth Relações públicas Marcas farmacêuticas Intermediário Redes sociais Envolvimento