Planejamento estratégico das relações públicas aplicado ao trade marketing: um estudo de caso da Pointer pisos e revestimento cerâmicos

Abstract

This study analyzes how Public Relations planning and management principles were applied by the Trade Marketing department during its structuring, diagnosis, and action planning phases. These phases included research and information gathering, planning and scheduling, implementation, and results monitoring and evaluation. Employing a descriptive and qualitative approach, the research is based on document analysis and participant observation. The results demonstrate that the application of Public Relations principles significantly contributed to the strategic alignment of the new department with Pointer's organizational objectives.