Estratégias de relações públicas para o gerenciamento das mídias digitais da FIC

Abstract

This work has as its theme the universe of procedures and rules of conduct of public relations for the digital media from SIC. As the general goal, the aim is to develop a Digital Communication Policy for the School of Information and Communication (SIC) from the Federal University of Goiás. This Policy, in turn, also works as a guide for the users of social media from SIC. The object of study refers to the problems related to School’s digital media, important tools of communication with its stakeholders, but their use does not currently potentiates the power of these channels. To achieve the proposed objective, the specific objectives were established: regulate the content, timing and language in the digital communication from SIC; standardize the branding of digital media; disseminate the guidelines in that media and, finally, the determination of responsibilities for managing the channels. The research methodology is anchored initially on literature review, participant observation and documentary research, beyond the practical application of what was described in the planning. This study was guided by the theoretical framework of authors like Kunsch (2003), Bueno (2009), Cooke (2003), among others. From this, it is concluded that the Policy Digital Communication for SIC can position it properly in the virtual world and assist in mediating the relationship between the organization and its stakeholders, which emphasizes the importance of public relations professional in managing the institutional image.