Relações públicas e eventos corporativos: panorama no Brasil e em Alagoas

Abstract

This study is entitled “Public Relations and Corporate Events: An Overview in Brazil and in Alagoas.” Its objective is to understand the strategic role of public relations professionals in organizing corporate events and how their contribution is essential to the institutional image and communication of organizations. The research begins by highlighting the global importance of the profession, showing its historical evolution over the years until its regulation in Brazil, where it has become an important tool in institutional communication. Furthermore, the study seeks to answer two key questions: What is the role of corporate events in building an organizational climate within companies? And what is the contribution of the public relations professional within the internal and external communication strategies promoted through these events? The methodology used to address these questions was qualitative and exploratory, aiming to deepen the understanding of the role of public relations professionals in the organization of corporate events. This choice is justified by the nature of the topic, which involves historical, communicational, social, and professional aspects, requiring an approach that goes beyond the collection of statistical data. The results demonstrate the importance of events as a strategic communication tool. When combined with the technical expertise of the public relations professional, they promote dialogue and engagement between organizations and their audiences. The study also includes an analysis of statements gathered from the academic community at UFAL (Federal University of Alagoas), focusing on the regional job market, particularly the role of women in the field.