Privacidade e relações públicas no contexto da comunicação digital

Abstract

The theme of the work is privacy and public relations in the context of digital communication. It is understood as a general objective the analysis of the Public Relations professional in the performance to deliver content from more strategic campaigns based on personal data and searches on the internet without affecting the privacy of their audiences. For that, it was necessary to understand how users perceived in relation to the exposure of information on the internet and even when they understood that their privacy could be invaded. For a better development, a bibliographic review on public relations and media, public relations deontology, the concepts of big data, privacy, remarketing and the new Data Protection Law were carried out. The monograph takes a quantitative approach with the aim of identifying the users' perception of campaigns on social networks. The research process started with the phase of data collection, exploratory research on social networks and a case report on the Facebook platform. As a result, the importance of collecting information and data was identified in order to bring users personalized products and services, restricting themselves to the use of methods such as cameras and microphones, which according to the user's perception is a very invasive action. In this way, it remains for the Public Relations professional to create and segment certain and effective strategies in campaigns to reach more specific audiences, without hurting the user's privacy. [resumo fornecido pelo autor]