Planejamento de relações públicas digitais para a Elicar Autopeças

Abstract

Building a public relations plan for small companies in digital environments is a theoretical and methodological challenge that has attracted the attention of specialists in the field. In order to contribute to this discussion, this end-of-course work was conceived with the aim of proposing a digital public relations plan for Elicar Autopeças - an auto parts company located in the city of Maceió-AL. The study was guided by the conceptions of public relations and marketing formulated, respectively, by Kunsch (2003), Dantas (2016), Kotler and Armstrong (2007) and Kotler (2010). In terms of methodology, we opted for qualitative analyses, such as environmental, SWOT and Benchmarking. Finally, it was possible to conclude that the undertaking of a digital public relations plan provides the company with the necessary tools to overcome the communication problems that arise, above all, from the absence of a trained professional to help with the preparation, execution and analysis of the results of a strategic digital communication plan.