Da integração à legitimação: valores e públicos em relações públicas

Translated title of the contribution: From integration to legitimacy: values and publics in public relations

João Simão, Nuno da Silva Jorge

Research output: Contribution to journalArticlepeer-review

Abstract

This article explores the role of Public Relations as a political activity of the organisation, which assumes a strategical role in its legitimacy. That can’t be reduced to an auxiliary tool for other disciplines. Regarding the notion of legitimacy function, we propose a new tipology of publics, focused on the individual relation with what can be defined as the organisation center – the set of values that defines it. This framework wants to overcome some of the limitations of sociodemographic characterization of publics, presenting a new way of understand the organisation’s relationship with them.
Translated title of the contributionFrom integration to legitimacy: values and publics in public relations
Original languagePortuguese
JournalRevista de Comunicação Pública
DOIs
Publication statusPublished - Sept 2013
Externally publishedYes

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