As relações públicas e a comunicação integrada a ascensão e os desafios da profissão na multiplicidade dos relacionamentos nas organizações modernas

Abstract

In contemporary organizations, the management of communication processes has been undergoing a technological revolution in information and behavior, due to the numerous socioeconomic transformations in the post-globalization generation. From this premise, the responsibility of managing integrated organizational communication is accepted as a strategic factor for the administration and development of organizations in the new world scenario. The present study seeks to present integrated communication, emphasizing the role of public relations in the existing communication system in companies from the most diverse market segments. The methodology applied in this study was based on bibliographic sources available in works and in the digital environment, on the trajectory of public relations, integrated communication, new technologies, based on the perspectives of authors such as Margarida M. K. Kunsch, a pioneer in studies on communication integrated organizational structure and comparing these theoretical references with analysis texts of studies on new communication tools, taking stock of the contribution of public relations in the management of communication processes in modern companies. Therefore, given the numerous challenges of modern organizational communication, professionals working in this area are expected to be prepared for market changes, as well as experience new experiences in different fields - marketing, digital, data analysis and others.