Um olhar jornalístico para a comunicação integrada: análise de campanhas publicitárias de grandes marcas

Abstract

Integrated communication is a collaborative approach that brings together communication professionals - journalists, public relations practitioners, and advertisers - with the singular objective of delivering top-notch content for companies. Working synergistically and leveraging the strengths of each profession, this style of work aims to illuminate the pivotal role of journalism within this practice. Through thorough bibliographic research, case analysis, and considering the context of evolving digital content consumption habits, it is possible to highlight the benefits of incorporating journalism professionals into the processes of this approach, as well as the risks associated with their absence, which can detrimentally impact brand reputation. By doing so, companies have the opportunity to enhance the quality and effectiveness of their communication strategies, establishing a robust and positive image among their target audience, while harnessing the expertise of journalists in information gathering, generating relevant content, and captivating storytelling abilities.