As estratégias de relações públicas utilizadas pelas organizações na participação em feiras

Abstract

The present study aimed to reflect on the Public Relations strategies that can be used by organizations to achieve positive results in the participation in fairs. Regarding the methodology, bibliographic research, exploratory qualitative research and the application of a questionnaire to Public Relations professionals were used, in addition to field observation at fairs. The main conclusions of the research show that participation in fairs brings positive results for organizations, based on the use of planning and management strategies. The scenographic stand stands out, as it enhances brand exposure through its design and architecture. It is also worth mentioning the use of technology and its interactivity, which promote the relationship with visitors. [resumo fornecido pelo autor]