A importância da comunicação em instituições religiosas. Estudo de caso: igreja Adventista do Sétimo Dia

Abstract

This work aims to know the way in which a public relations professional can collaborate with the communication process of a religious institution. For this purpose, the communication process of the Seventh-day Adventist Church was used as the object of research. As a research method, we used the bibliographical analysis and the case study. In addition, an interview was also conducted with the head of the institution's communications department. The interview was conducted through a semi-structured questionnaire. With regard to the results, it was concluded that the communication of the institution maintains several communication channels in the main communication media, but the absence of a public relations professional prevents an integrated communication from being established. Therefore, the presence of this professional in the broad field of communication of the Seventh-day Adventist Church is relevant to increase its communication capacity and also, in aspects related to the efficient relationship with its audiences. The scarce theoretical reference on the subject has become a limiting factor in the realization of this work. At the same time, this fact makes this work important, since the public relations professional has a wide and vast area of work, many of which are still unknown or little explored. Moreover, this study did not intend to bring a value judgment or comparisons between the various existing religious institutions, but rather to highlight the role of public relations professionals in these institutions.