Pesquisa em Relações Públicas no terceiro setor: um estudo sobre a comunicação dos moradores do conjunto habitacional Cidade Sorriso II em Maceió

Abstract

Social changes have affected the communicational forms and relationships of individuals in society. With these changes, institutions realized the need to have a closer relationship with their audience and the importance of strategic communication. In this context, the performance of the public relations professional has become increasingly significant for this process, due to the multidisciplinarity in the scope of the communicational management of the institutions with their audiences, the use of research in communication in their activities that contributes to the development communities. Today, communities seek reciprocal support from other organizations to contribute to their internal programs and projects. However, there are many difficulties faced for participation and engagement by the local public. Starting from a methodological approach that includes quantitative and qualitative research with residents of the Cidade Sorriso II Housing Complex located in the city of Maceió / AL, this work seeks to understand the perceptions of these individuals about the community and its relationship with it, considering as a basic element the communicational dynamics that permeate the community, the organization that represents it (residents' association) and its audiences.