As estratégias de relações públicas nos média sociais: análise de campanhas para a mudança social no setor da educação em Espanha e Portugal

Emilia Smolak Lozano; Sara Balonas; Teresa Ruão

doi:10.17231/comsoc.0(2020).2746

Authors

Emilia Smolak Lozano Department of Audio-visual Communication and Advertising, Faculty of Communication Sciences, University of Malaga, Spain https://orcid.org/0000-0001-8193-8786
Sara Balonas Communication and Society Research Centre, Institute of Social Sciences, University of Minho, Portugal https://orcid.org/0000-0003-0885-1718
Teresa Ruão Communication and Society Research Centre, Institute of Social Sciences, University of Minho, Portugal https://orcid.org/0000-0002-9723-8044

DOI:

https://doi.org/10.17231/comsoc.0(2020).2746

Keywords:

public relations, social media, nonprofit organizations, education campaigns, social development, change

Abstract

The present paper discusses the use of social media when campaigning for social change in the education sector. The main focus is the analysis of the public relation strategies in use: the disclosure of real testimonials and the development of storytelling, as contents that enhance affinity and engagement towards social change. For the purpose of the analysis, two case studies were developed that discuss the campaigns of two non-governmental organizations in the educational sector, via social media: #LeonorDejaLaEscuela by Fundación Secretariado Gitano in Spain, from 2015, and #Amigo-Bagos-Douro by Bagos d’Ouro in Portugal, from 2017. The first one was implemented mainly on Twitter – one of the most well-known social network in use today –, while the other one used WhatsApp – the most popular mobile messenger –, as means of campaigning for broader access to education. The study aimed to answer the following research question: what is the role of social media in nonprofit organizations public relations strategies? This equation expressed two scientific objectives: (1^st) to deepen the knowledge on the ability of social media to produce communicative interaction; and (2^nd) to (re)frame public relations within communication for development strategies. The analysis demonstrates that social media have greatly contributed to change the way public relations strategies within the third sector are conducted. In fact, social media may play a key role in nonprofit communication: by lobbying for social causes, creating alliances, raising money, mobilizing volunteers, engaging traditional media and community relations, or by advocating for policy reform.

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