Community public relations: what is the role in intermediation between the community and private companies? Gabriela Albino do Amparo, Robson Bastos da Silva

Abstract

The objective of this case study was to evaluate the importance of the Public Relations professional in the performance of Community Public Relations activities as an intermediary in the relationship between a community in the municipality of Cubatão and a company in the industrial hub of the same city, as well as the development and applicability of the concept. Qualitative interviews were conducted with the person responsible for the Social Communication sector of the company and the community leader of the neighborhood in which the action of the case study was carried out. The theoretical basis was constructed from books, articles and websites. Based on the cross-referencing of information and bibliography presented, it was found that the concept of Community Public Relations was not applied in a fully effective manner, although it was satisfactory for the context in which the company operates. The role of the Public Relations professional was considered fundamental in the intermediation between the public and private spheres. It is concluded, therefore, that the bases for the implementation of the concept are established; however, there is still a need for more planning and preparation for the full applicability of Community Public Relations.