A contribuição do profissional de relações públicas ao terceiro setor

Abstract

The present study had as general objective, to demonstrate the contributions that the public relations professional can make to the Third Sector Organizations. As for the methodology, this study is considered exploratory with a qualitative bias, where the bibliographic research was carried out as an initial phase. Through netnography, elements of the institutional communication of three important OTS's that operate in the city of Caxias do Sul were evaluated. The guiding question that guided the study was: What is the contribution of the public relations professional in the third sector? Based on the context found, and starting from the analysis and discussion of the results, which set out to evaluate some items of institutional communication, regarding the organizational image, presence in the digital environment, relationship with the media and multimedia production, note- It is clear that there is a concern of the OTS's in developing their relationships with the community through communication and its tools. Using these expedients brings OTS closer to its target audience, highlights its performance and shows society its importance. Thus, the role of PR in this scenario is highlighted by the various actions and contributions that their profession can bring to OTS's in the sense of using communication as a beneficial asset in Third Sector activities. [resumo fornecido pelo autor]