Projeto experimental de relações públicas plano de comunicação para orientavida

Abstract

This article, developed by a Public Relations student, is a Final Paper, and aims to analyze and deliver a communication plan to the NGO Orientavida. Founded in 1999, in the city of Potim, in São Paulo, the organization focuses on supporting women, offering sewing courses for their training and income-generating projects for families in situations of social vulnerability. To develop the work, Agência Purê was created, an experimental communication agency focused on integrated communication and valuing Brazilian culture and business. This final paper is based on the study and classification of audiences by Cicilia Krohling Peruzzo, in addition to the analysis of the 2020 survey "A portrait of donation in Brazil" by the IDIS (Instituto para o Desenvolvimento do Investimento Social). In its development, the project relies on market research, micro and macro environment analysis, mapping of target audiences and survey of Orientavida's social media and communication channels. And in communications plan, actions focused on raising funds, maintaining reputation and increasing sales in the e-commerce organization were created to solve the problems described in the diagnosis.