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Perspectivas Européias das Relações Públicas

DOI: http://dx.doi.org/10.15603/2175-7755/cs.v24n39p155-172

https://www.metodista.br/revistas/revistas-ims/index.php/CSO 

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Betteke van Ruler1 & Dejan Vercic2

 

Resumo: Este artigo apresenta o resultado do estudo EBOK (European Body of Knowledge), que envolveu mais de 37 participantes de 25 países, com o objetivo verificar se existe um conceito autenticamente europeu de relações públicas. A pesquisa examinou cinco questões básicas: o nome adotado pela atividade nos diferentes países da Europa, o debate entre os conceitos de relacionamento e comunicação, os parâmetros da área, Relações Públicas como área própria e a sua definição conceitual. Os resultados proporcionaram um debate que ainda segue em curso e que apontou quatro características do que os pesquisadores denominam “Relações públicas européias”: reflexiva, gerencial, operacional e educacional.

Palavras-chave: Comunicação – Relacionamento – Relações públicas – Relações públicas européias – European Body of Knowledge (EBOK).

 

Abstract: This article presents the results of the EBOK (European Body of Knowledge) study, which involved 37 participants from 25 countries. The objective of the study was to verify whether there exists a genuinely European concept of public relations. The study examined five basic questions: the name used for public relations in the different European countries; the debate between the relationship and communication concepts; the formal parameters of public relations; public relations as an independent area of knowledge; the conceptual definition of public relations. The results of the EBOK study have led to an on-going debate regarding four characteristics that van Ruler and Vercic have named “European public relations”, namely: reflexive; managerial; operational; educational.

Key words: Communication – Relationship – Public relations – European public relations – European Body of Knowledge (EBOK).

 

1 Betteke van Ruler é doutora e professora de Ciências da Comunicação na Universidade Livre de Amsterdam, na Faculdade de Ciências Culturais e Sociais. É especialista no estudo da relação entre as organizações e a Comunicação e Administração da Comunicação. É coordenadora da rede européia de pesquisadores de Relações Públicas, secretária da divisão de Relações Públicas da Associação Internacional de Comunicação e membro do EBOK (European Body of Knowledge). Suas publicações incluem The Bled manifesto on public relations e Public relations in Europe: a kaleidoscope picture, ambos em co-autoria com Dejan Vercic. E.mail: ruler@scw.vu.nl.
2 Dejan Vercic é doutor em Economia pela London School of Economics. É sócio-diretor e um dos fundadores da empresa de consultoria de comunicação Pristop Communications, na Eslovênia. É professor de Administração da Comunicação na Faculdade de Ciências Sociais da Universidade de Ljubljana. Organiza, desde 1994, o Simpósio Internacional de Pesquisa em Relações Públicas no Lago Bled, na Eslovênia. É co-autor das seguintes publicações: Public relations research: an international perspective (1997) e Perspectives on public relations r esearch (2000). E.mail: dejan.vercic@pristop.si.

 

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