Relações Públicas Online
            Bruno Amaral
O que são as Relações Públicas?
 The management of communication between
 an organisation and it’s publics
 – Grunig e Hun...
O que são as Relações Públicas?
(...)Public Relations is the discipline which looks after reputation(...) — Chartered
Inst...
O que é a web?
•Quando estamos a falar da web,
 estamos a referir-nos a um conjunto
 cada vez maior de tecnologias de
 com...
Características da Web
A web tem como característica
ser um local onde a
informação está dispersa e
fragmentada.

Os motor...
1. Markets are conversations.
                          2. Markets consist of human beings,
                              ...
David Phillips - A primeira abordagem
•Forums

•Websites corporativos

•Websites de fans/adeptos/evangelistas

•Chats

•et...
O’Reilly - Web 2.0
•http://radar.oreilly.com/research/web2-report.html

 •Web 2.0 is here today—and yet its vast, disrupti...
Web 2.0 veio a significar...
• Colaboração


• Open Source


• Novos Modelos de negócio (premium, freemium,
  freeware, sha...
Malcom Gladwell
•The Tipping Point

•Identifica 3 perfis

   •Connector

   •Salesman

   •Maven
Clay Shirky




   •Broadcast

      •Rede Difusa e com pouca interacção

                •Rede coesa com interacção
S.E.O. - Novas formas de chegar ao público certo
•Público                    •Organização

 •Conteúdo relevante           ...
S.E.O. - Search Engine Optimization
•Programação

•Contexto

•Links

A web tem como característica ser um
local onde a inf...
Novas formas de realizar pesquisa
•Nas redes sociais

•Nos blogs (que no fundo são
 uma rede social)

•Em motores de busca...
Maior velocidade de comunicação




• http://www.brunoamaral.com/post/o-caos-de-relacoes-publicas-da-johnsonjohnson-na-mei...
Novos canais e instrumentos de comunicação




                              leverwealth.blogspot.com
O que tudo isto significa para as RP?
•Criação e gestão de canais/
 instrumentos de comunicação
 online (mais dinâmicos)
•G...
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Relações Públicas Online

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  • crédito das fotos:
    http://www.flickr.com/photos/wetsun/211468558/
    http://www.flickr.com/photos/jasohill/118616905/
    http://www.flickr.com/photos/colouredinks/40705975/
    http://www.flickr.com/photos/jacy/111054525/
    http://www.flickr.com/photos/jillwatson/2838307065/
    http://www.flickr.com/photos/shereen84/2321209900/
    http://www.flickr.com/photos/renrut_photography/446576773/
    http://www.flickr.com/photos/ecstaticist/1340787730/
    http://www.flickr.com/photos/docsearls/1890881129/in/set-72157602969938183/
    http://www.flickr.com/photos/dieselbug2007/366459734/
  • The management of communication between an organisation and it’s publics – Grunig e Hunt (1984)

    To Influence the behaviour of groups of people in relation to each other. Influence should be exerted through dialogue – not monologue – with all different corporate audiences, with public relations becoming a respected function in its own right, acting as a strategic resource and helping to implement corporate strategy – White and Mazur (1996)

    About Reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics’ – Chartered Institute of Public Relations 2004

    Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. – Cutlip et al. (2000)

  • http://www.brunoamaral.com/post/web-social

  • http://cluetrain.com/
  • http://leverwealth.blogspot.com/

    O Professor David Phillips tem um novo livro, onde actualiza a sua perspectiva de relações públicas online http://www.amazon.co.uk/PR-Practice-Relations-Practical-Developing/dp/0749449683/ref=sr_1_1?ie=UTF8&s=books&qid=1238343941&sr=8-1

  • http://leverwealth.blogspot.com/2005/08/what-is-organisation-what-is.html
    http://creativecommons.pt/
    http://smallr.net/what-is-open-source


  • http://www.gladwell.com/tippingpoint/index.html

  • http://www.shirky.com/


  • http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291

  • www.twitter.com
    www.facebook.com
    www.friendfeed.com
    www.hi5.com
    www.flickr.com
    www.ning.com

  • http://www.nevillehobson.com/2008/11/18/the-motrin-storm-breathtaking-speed-and-scale/

  • http://leverwealth.blogspot.com/2009/01/grunigian-view-of-modern-pr.html


  • Relações Públicas Online

    1. 1. Relações Públicas Online Bruno Amaral
    2. 2. O que são as Relações Públicas? The management of communication between an organisation and it’s publics – Grunig e Hunt (1984) To Influence the behaviour of groups of people in relation to each other. Influence should be exerted through dialogue – not monologue – with all different corporate audiences, (...) acting as a strategic resource and helping to implement corporate strategy – White and Mazur (1996)
    3. 3. O que são as Relações Públicas? (...)Public Relations is the discipline which looks after reputation(...) — Chartered Institute of Public Relations 2004 Public Relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. – Cutlip et al. (2000)
    4. 4. O que é a web? •Quando estamos a falar da web, estamos a referir-nos a um conjunto cada vez maior de tecnologias de comunicação: •Http •VOIP •3G •TCP/IP http://www.brunoamaral.com/post/web-social
    5. 5. Características da Web A web tem como característica ser um local onde a informação está dispersa e fragmentada. Os motores de busca têm como função reunir conteúdos relevantes, mas conseguem? O utilizador é que dá contexto e significado à informação
    6. 6. 1. Markets are conversations. 2. Markets consist of human beings, not demographic sectors. Conversations among human beings 3. sound human. They are conducted in a human voice. Whether delivering information, 4. opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. People recognize each other as such 5. from the sound of this voice. The Internet is enabling 6. conversations among human beings that were simply not possible in the era of mass media. Hyperlinks subvert hierarchy. 7. The Cluetrain Manifesto
    7. 7. David Phillips - A primeira abordagem •Forums •Websites corporativos •Websites de fans/adeptos/evangelistas •Chats •etc.
    8. 8. O’Reilly - Web 2.0 •http://radar.oreilly.com/research/web2-report.html •Web 2.0 is here today—and yet its vast, disruptive impact is just beginning. More than just the latest technology buzzword, it's a transformative force that's propelling companies across all industries towards a new way of doing business characterized by user participation, openness, and network effects. •Web 2.0 traduz-se em alterações na forma de ver a web (perspectiva sociológica) •Apelidada de “A Web Social”
    9. 9. Web 2.0 veio a significar... • Colaboração • Open Source • Novos Modelos de negócio (premium, freemium, freeware, shareware...) e de copyright (creative commons) • Nova definição de organização - A organização como conjunto de contratos e relações (Phillips)
    10. 10. Malcom Gladwell •The Tipping Point •Identifica 3 perfis •Connector •Salesman •Maven
    11. 11. Clay Shirky •Broadcast •Rede Difusa e com pouca interacção •Rede coesa com interacção
    12. 12. S.E.O. - Novas formas de chegar ao público certo •Público •Organização •Conteúdo relevante •Público relevante •Fácil de usar •Identidade corporativa e reputação coerente •Confiança •Confiança •Transparência •Comunicação eficiente e •Valor acrescentado eficaz
    13. 13. S.E.O. - Search Engine Optimization •Programação •Contexto •Links A web tem como característica ser um local onde a informação está dispersa e fragmentada. pesquisa, contextualização, significado
    14. 14. Novas formas de realizar pesquisa •Nas redes sociais •Nos blogs (que no fundo são uma rede social) •Em motores de busca especializados
    15. 15. Maior velocidade de comunicação • http://www.brunoamaral.com/post/o-caos-de-relacoes-publicas-da-johnsonjohnson-na-meios-e-publicidade/
    16. 16. Novos canais e instrumentos de comunicação leverwealth.blogspot.com
    17. 17. O que tudo isto significa para as RP? •Criação e gestão de canais/ instrumentos de comunicação online (mais dinâmicos) •Gestão das relações •Investigação, monitorização e avaliação •Blogger Relations •Gestão de Reputação •Boundary Spanning •Issue Management

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