The public relations practitioner in cultural activities: the performance of research in organizational settings
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2016.139341Keywords:
Public relations. Research. Diagnosis. Culture. Citizenship.Abstract
The article highlights the importance of the research for the public relations activities aimed at expanding access to culture. It is up to the public relations practitioner to map processes and enhance the relationship between organizations and their audiences in alignment with organizational strategy. From this perspective, a study of an institution that aims to facilitate community access to culture is presented. The communication may be a stimulus if based on research data and context diagnosis.
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