Estratégias das relações públicas: obstáculos e oportunidades no mercado digital

Abstract

This study aims to investigate the strategies adopted by Public Relations in contemporary organizations in the light of the digital market, identifying obstacles and opportunities for its positioning in communication with the institution's audiences. The methodology adopted in the investigation process allows classifying the research as exploratory, using a bibliographic survey for data collection.The approach to the problem is qualitative, and data analysis is content critical. The main results obtained showed that the technical knowledge of professionals working in the public relations of an organization is essential to establish better communication with the public. Nowadays, in which social networks and digital technologies are very present, such know-how must be channeled to the establishment of digital partnerships that can project the company in the market, through the influence of people with public recognition (the digital influencers), for example. Therefore, it is necessary to plan, seeking to understand the audiences for the production of specific content, in order to serve them more punctually, also carrying out market studies. Conflict management skills must also be well developed, and the analysis of the generated data must be constant. These are, therefore, the main strategies adopted by Public Relations in contemporary organizations in the light of the digital market. Opportunities for its positioning in communication with the institution's audiences arise, therefore, inthe establishment of strategic alliances/partnerships with digital influencers who have an affinity with their audience, while the obstacles lie precisely in maintaining the image as an influencer, managing the conflicts that may arise involving it, so that the bad reputation and social repudiation is not also directed to the company.