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Advisor(s)
Abstract(s)
Em ambiente digital, serão apenas os Jornalistas os principais stakeholders das ações dos
profissionais de Relações Públicas em contexto digital? Qual é ponto de situação da relação
bidirecional entre os Jornalistas e os profissionais de Relações Públicas, derivado das
mudanças impulsionas pelo digital?
A comunicação digital e as potencialidades da web foram disruptivas e alteram paradigmas
e formas de trabalhar nos dois lados do campo. A relação entre Jornalista e Relações Públicas
passou a ser uma relação ‘pública’, os planos de comunicação dos profissionais de Relações
Públicas passaram a ter uma vertente mais estratégica e integram os novos players entram
na equação: os Influenciadores Digitais e os Citizen Journalists.
Apesar de o digital ter impactado a área do Jornalismo e das Relações Públicas, acredita-se
que o estabelecimento de relações offline é mais relevante e importante para o propósito de
promoção de relações duradouras e de confiança entre Jornalistas e Relações Públicas, sendo
que o ambiente online apenas estimula o que já existe. No âmbito dos relações Públicas, a
relação online estimula uma relação simétrica bidirecional, onde há mais comunicação e
partilha, e o online proporciona novas ferramentas de trabalho, assim como práticas,
contribuindo para uma comunicação mais eficaz por parte dos Profissionais de Relações
Públicas.
Os principais resultados da presente dissertação indicam que o contexto digital dinamiza as
relações entre os profissionais de Relações Públicas e Jornalistas, no entanto, essas relações
apenas serão confiáveis se forem criadas presencialmente entre os dois profissionais.
Também é ainda constatado que através do contexto digital os profissionais de Relações
Públicas podem assim conhecer melhor o perfil dos Jornalistas, o que lhes possibilita
direcionar melhor as comunicações, e que, com o digital emergem novos players no processo
comunicacional, o que lhes permite contornar as barreiras jornalistas no processo de
divulgação de comunicações.
In digital environment, are only Journalists the main stakeholders in the actions of Public Relations Professionals? With the digital and Internet changes, what is the state of play of the two-way relationship between Journalists and PR Practitioners? Digital communication and the potential of the web have been disruptive, changing paradigms and ways of working on both sides of the field. Not only has the relationship between Journalist and Public Relations become a "public", but also the communication plans of Public Relations practitioners has become more strategic and integrates new players into the equation: Digital Influencers and Citizen Journalists. Despite the impact of the digital in Journalism and Public Relations, it is believed that establishing offline relationships is more relevant and efficient for the purpose of promoting lasting and trusting relationships between Journalists and Public Relations, and the online environment only stimulates what already exists. For Public Relations practitioners, the online relationships stimulate a two-way symmetrical relationship where there is more communication and exchange and the online environment provides new working tools as well as practices, contributing to a more effective communication of PR companies and organisations. The main results of this dissertation indicate that with the digital environment the relationships between Public Relations practitioners and Journalists are more dynamics. However, these relationships will only be trusting if thet are created in person between both professionals. It is also found that through the digital context, Public Relations professionals can have a better understanding about Journalists, which enables them to better direct communications, and that with digital emerge new players in the communication process, which allows them to circumvent journalist barriers in the process of publicizing communications.
In digital environment, are only Journalists the main stakeholders in the actions of Public Relations Professionals? With the digital and Internet changes, what is the state of play of the two-way relationship between Journalists and PR Practitioners? Digital communication and the potential of the web have been disruptive, changing paradigms and ways of working on both sides of the field. Not only has the relationship between Journalist and Public Relations become a "public", but also the communication plans of Public Relations practitioners has become more strategic and integrates new players into the equation: Digital Influencers and Citizen Journalists. Despite the impact of the digital in Journalism and Public Relations, it is believed that establishing offline relationships is more relevant and efficient for the purpose of promoting lasting and trusting relationships between Journalists and Public Relations, and the online environment only stimulates what already exists. For Public Relations practitioners, the online relationships stimulate a two-way symmetrical relationship where there is more communication and exchange and the online environment provides new working tools as well as practices, contributing to a more effective communication of PR companies and organisations. The main results of this dissertation indicate that with the digital environment the relationships between Public Relations practitioners and Journalists are more dynamics. However, these relationships will only be trusting if thet are created in person between both professionals. It is also found that through the digital context, Public Relations professionals can have a better understanding about Journalists, which enables them to better direct communications, and that with digital emerge new players in the communication process, which allows them to circumvent journalist barriers in the process of publicizing communications.
Description
Keywords
Contexto digital Relação simétrica bidirecional Jornalistas de relações públicas Influenciadores digitais Citizen journalists Digital environment Two-way symmetrical relationship Journalists Public relations practitioners Digital influencers