O uso de dados nas estratégias do relações públicas: obstáculos e oportunidades no mercado digital

Abstract

This monograph is intended to reflect on the importance of using data in Public Relations, in order to analyze the current digital market and the changes caused by it in the scope of the professional. The first chapter will bring the theoretical framework that underlies this research project, in which it will be discussed the evolution of communication in society and how the latter has been transformed since then. The second chapter will present the scope of the Public Relations professional in the digital scene, what is still defended as the essence of the communicator and what has been transformed due to technology and communication. Finally, in the third, the agenda will discuss data in various PR functions, with the purpose of highlighting the opportunities linked to the use of data. In this work, studies and data will be found consisting of: in-depth interview. Renowned professionals who work directly in the digital market were interviewed, with the aim of analyzing the experiences and perceptions of the participants. The results obtained prove the competitive advantages from the use of data in Public Relations, as well as explaining how such skill can be inserted in different situations linked to the professional's scope of work, such as crisis identification and prevention, monitoring of public sentiment, direction of communication strategy from data compilation and analysis, among others. Interviews with these professionals made it possible to identify a major change in the