Relações públicas avançadas: fortalecer uma abordagem reflexiva e educacional

Teresa Ruão; Ana Belén Fernández-Souto

doi:10.17231/comsoc.0(2020).2735

Authors

Teresa Ruão Communication and Society Research Centre, Institute of Social Sciences, University of Minho, Portugal https://orcid.org/0000-0002-9723-8044
Ana Belén Fernández-Souto Department of Audiovisual Communications and Advertising, Faculty of Human and Social Sciences, University of Vigo, Spain https://orcid.org/0000-0003-2685-0604

DOI:

https://doi.org/10.17231/comsoc.0(2020).2735

Abstract

This special volume of the Comunicação e Sociedade journal explores an approach to the advanced public relations studies. In order to help the reader to follow this vision on public relations (PR) – following Fombrun and Shanley’s advice in the article “What’s in a name? Reputation building and corporate strategy” (1990) –, these introductory remarks explain the meaning given to the concept and go back to PR essentials. To that end, Hutton’s 1999 text was taken as the reference paper to the definition of public relations as “managing strategic relationships” between organizations and stakeholders. Although it is a classic definition (Grunig & Todd, 1984), its holistic vision accommodates the most recent debates...

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References

Fombrun, C. & Shanley, M. (1990). What’s in a name? Reputation building and corporate strategy. Academy of management Journal, 33(2), 233-258.

Grunig, J. & Hunt, T. (1984). Managing public relations. Nova Iorque: Holt, Rinehard and Winston.

Hutton, J. G. (1999). The definition, dimensions, and domain of public relations. Public Relations Review, 2, 199–214.

Verčič, D., Van Ruler, B., Bütschi, G. & Flodin, B. (2001). On the definition of public relations: a European view. Public Relations Review, 27(4), 373-387.