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As agências de assessoria de imprensa e os desafios da era digital: uma análise qualitativa da realidade brasileira
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Abstract(s)
Este trabalho discorre sobre algumas possíveis mudanças pelas quais passam ou deverão
passar as agências de assessoria de imprensa frente aos desafios da comunicação digital,
a partir do ponto de vista dos profissionais das empresas de assessoria de imprensa, dos
clientes e dos especialistas - aqui representados por jornalistas, assessores de imprensa e
pesquisadores ou professores do setor de comunicação, cujas atividades se relacionam
direta ou indiretamente a esse mercado.
O presente estudo visa promover uma discussão a respeito dessas mudanças no presente
e no futuro das assessorias, a partir do ponto de vista dos entrevistados.
Não é intenção do estudo estabelecer hipóteses ou firmar teorias a respeito do assunto
abordado, mas ao contrário, permitir um olhar apurado sobre algumas questões atuais e
inevitáveis, como o crescimento da internet, o uso de suas ferramentas no setor de
comunicação e as possíveis consequências desse processo no decorrer da prática
profissional do assessor de imprensa.
Tem como objetivo principal o entendimento do novo contexto digital - ainda cheio de
inseguranças e incertezas - para o mercado das agências de assessoria de imprensa, sob
a ótica dos profissionais das agências de assessoria, clientes e especialistas. Apresenta,
ainda, como objetivos secundários, identificar possíveis mudanças no perfil ideal,
desejado e contratado dos assessores de imprensa pelas empresas e nas relações
estabelecidas entre estas e seus clientes, sob o ponto de vista dos agentes entrevistados.
This work discusses some of the possible changes that press relations agencies will confront in face of the challenges of digital communication from the viewpoint of the agencies, their clients and specialists - represented here by journalists and researchers or professors of the communications sector, whose activities are related directly or indirectly to this market. The present study attempts to promote a discussion in respect to these changes in the present and the future of these agencies from the point of view of the interviewees. It is not the intention of the study to establish hypotheses or confirm theories about the addressed subject, but rather to permit an accurate view on several current and unavoidable issues, such as the rise of the internet and the use of its tools in the communications sector and the possible consequences of this process in the professional practice of the press officer. The main objective is to understand this new digital context - still full of insecurities or uncertainties - for the market of press relations agencies, from the perspective of these companies, their clients and specialists. And secondary objectives identify probable changes in the profile of professionals and in the relationships established between companies and clients, from the point of view of this universe and of specialists.
This work discusses some of the possible changes that press relations agencies will confront in face of the challenges of digital communication from the viewpoint of the agencies, their clients and specialists - represented here by journalists and researchers or professors of the communications sector, whose activities are related directly or indirectly to this market. The present study attempts to promote a discussion in respect to these changes in the present and the future of these agencies from the point of view of the interviewees. It is not the intention of the study to establish hypotheses or confirm theories about the addressed subject, but rather to permit an accurate view on several current and unavoidable issues, such as the rise of the internet and the use of its tools in the communications sector and the possible consequences of this process in the professional practice of the press officer. The main objective is to understand this new digital context - still full of insecurities or uncertainties - for the market of press relations agencies, from the perspective of these companies, their clients and specialists. And secondary objectives identify probable changes in the profile of professionals and in the relationships established between companies and clients, from the point of view of this universe and of specialists.
Description
Keywords
Assessoria de imprensa Comunicação digital Internet Mídias digitais Press office Digital communication Internet Digital media