Communicational efforts for the construction of relationships in contemporary society: mediations and technology

Abstract

This article aims to discuss the necessary alignment of communication efforts to build longlasting relationships between a organization and it public facing the ephemerality of the contemporary society. It begins with the historical and conceptual evolution of  Public Relations activity, highlighting, afterwards, the social and technological context in which we live, which features lead to a discussion about the integration of professionals’ skills from various fields of communication. Such integration enhances the construction of relational process, since it is an absolute necessity that translates changes and challenges over which we shed light with this article.