Public Relations as a strategic function: a path to be traced

Authors

  • Elisângela Carlosso Machado Mortari Universidade Federal de Santa Maria
  • Aline Eggres de Castro Universidade Federal de Santa Maria

DOI:

https://doi.org/10.11606/issn.1982-8160.v8i1p271-285

Keywords:

Public Relations, strategic role, teaching in Public Relations, organizational strategy.

Abstract

The literature of the field indicates that the Public Relations professional's profile has evolvedfrom a technical role to a strategic role and should include knowledge and skills to work withsenior management in decision making. The professional, however, still finds it difficult to fitinto that environment and align communications planning to organizational planning. To verifyif these difficulties are the result of gaps in academic formation, an analysis was made to verifythe focus of main PR courses in the country. The results demonstrate the need for courses toqualify themselves and focus on issues related to the new professional role, preparing thestudent for entering the new paradigm.

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Author Biographies

  • Elisângela Carlosso Machado Mortari, Universidade Federal de Santa Maria
    Possui graduação em Comunicação Social - Relações Públicas pela Universidade Federal de Santa Maria (1996) , mestrado em Comunicação e Cultura pela Universidade Federal do Rio de Janeiro (1999) , doutorado em Comunicação e Cultura pela Universidade Federal do Rio de Janeiro (2004). Atualmente é professora Adjunta da Universidade Federal de Santa Maria.
  • Aline Eggres de Castro, Universidade Federal de Santa Maria
    É bacharel e mestre em Administração pela Universidade Federal de Santa Maria e graduanda do curso de Comunicação Social - Relações Públicas (último semestre).

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Published

2014-06-24

Issue

Vol. 8 No. 1 (2014)

Section

Em Pauta/Agenda

License

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How to Cite

Mortari, E. C. M., & Castro, A. E. de. (2014). Public Relations as a strategic function: a path to be traced. MATRIZes, 8(1), 271-285. https://doi.org/10.11606/issn.1982-8160.v8i1p271-285