Comunicação em multiplataformas e relações públicas: uma análise sobre o projeto de relacionamento com o público da TV Pajuçara (PSCOM) entre os anos de 2021 e 2022

Abstract

The present research aims to analyze the articulation of organizations for the development of projects related to public relations through multiple platforms, with an emphasis on Public Relations strategies. The study focuses on the analysis of the Public Relations Project of TV Pajuçara, owned by the organization PSCOM (Pajuçara Communication System). The main objective was to investigate the internal articulation process for the composition of the project in the period of 2021 and 2022, and evaluate the alleged absence of Public Relations professionals and/or their actions in this context. The methodology adopted was exploratory and qualitative, involving observation, information gathering, analysis of organizational structure, interviews with project management and direction, as well as analysis of collected content. The theoretical framework included concepts of Public Relations, Integrated Communication, Convergence Culture, and Multiplatform Communication, as well as studies on Publics, essential for the planning and strategic management of projects. Authors such as Kunsch (2007), França (2012), Terra (2005), Jenkins (2015), and Manovich (2005) were used to form the theoretical basis. The research aimed to contribute to the understanding of the articulation and implementation processes of relationship projects with organizations in the context of multiplatform communication, and provide relevant results to improve the performance of organizations in the field of communication, promoting more effective and assertive strategies with their target audiences.