As relações públicas no contexto contemporâneo: os impactos da era digital na comunicação social no século XXI

Abstract

This monograph focuses on public relations in the contemporary context, addressing the challenges and difficulties faced by the profession in an increasingly connected and connected and dynamic world. In a bibliographical analysis, the research discusses the on the importance of public relations in the current scenario, addressing issues such as: digital communication, the influence of social networks, ethics in communication, virtual environments, poor dissemination of the course, among others. In addition, the paper discusses the main difficulties faced by public relations professionals, such as the need to deal with professionals face, such as the need to deal with an increasingly critical public, demanding and broader audience due to the internet and globalization, the pressure for quick results in a scenario of constant change. Here are some strategies and solutions to deal with these challenges, including the adoption of ethical and transparent ethical and transparent practices, the importance of communicating with an increasingly diverse and demanding public and the need to and demanding public, and the need to adapt to new communication platforms and the use of platforms and the use of technology and management tools to optimize work and guarantee effective results. Work and guarantee effective results. Through this research it was possible to define how to deal with these challenges, it was observed that it is necessary to invest in efficient communication strategies, measure the impact of communication actions post Internet. To materialize the discussion, we carried out a case study on McDonald's. McDonald's, analyzing the evolution of the company's communication and public relations throughout its history. It is important that professionals it is important that professionals in this field are open to dialog with the public and are prepared to deal areas such as marketing and advertising. With this work, we aim to contribute to the discussion on public relations in contemporary contemporary world, especially with regard to the challenges and opportunities to deal with a world undergoing rapid changes in globalized virtual environments.