Relações públicas no cenário on-line: o marketing digital como estratégia de comunicação organizacional

Abstract

Public relations are fundamental to the strategic performance of the organization, as well as the marketing area. In a scenario where new technologies have transformed communication, digital marketing emerges as a strategy for many organizations. Given this scenario, the objective of this paper is to analyze how Public Relations can make digital marketing one of their organizational communication strategies. The methodology used was ethnographic, made possible through a case study, with participant observation, documentary analysis of the organization, unstructured interviews and bibliography of the area. Through the analysis of the digital marketing practices of the studied organization, it was possible to verify that public relations should make use of this activity as a way of relating to the stakeholders and preserving the organization's image. [resumo fornecido pelo autor]