This research report focus to find common denominators in the members of PRECIS and Svenska PR-företagen ́s strategies and their use of their own PR. Aim: Our aim is to study how Public Relations practitioners work with Public Relations for themselves, PR within PR, and to gain new knowledge about the field and its importance for their agencies. Our research-questions are: How are the members of the organizations, PRECIS and Svenska PR-företagen, presenting their use of Public Relations for their own companies? Which strategies do they use in PR-purposes for their own company? How do the agencies use of PR for their own company to contribute to excellence?  Theories and concepts: The theories that we have used in the study is excellence theory by J. Grunig, to complement this theory we have used a theory about two way- communication which is a part of Excellence theory. The three concepts we have used is strategy, tools and channels, these concepts have been interpreted in relation to Grunig ́s models about PR. Method: The research method is a survey based on 28 questions that was sent to the selected group of informants. The survey is constructed around three themes consisting of strategy, tools and channels and includes questions about how the respondents use PR within PR. Result: The result of the study shows us that the selected group of respondents use Public Relations for themselves. How they use it depends on target groups and situation, factors that also needs to be considered when constructing a strategy. There is no perfect strategy that can be applied on a general level, and therefore the Public relations agencies needs to create separate strategies for different target groups and situations. The results of the research contribute to new knowledge in an unexplored field within PR. Keywords of the research: Public Relations, Excellence Theory and Strategy.

En el presente trabajo se distinguen dos partes claramente diferenciadas, a saber, una primera parte en la que se estudian diferentes sistemas pigmentantes y una segunda parte en la que se estudia la influencia del praseodimio en circonas estabilizadas con calcio, itrio y magnesio.
Los sistemas pigmentantes estudiados son el amarillo de Pr-ZrSiO4, el sistema Pr-ZrO2 y el sistema Pr-(Ca-ZrO2).
El pigmento amarillo de Pr-ZrSiO4 se estudia el mecanismo de síntesis de dicho pigmento mediante la utilización de métodos de síntesis no convencionales, haciendo énfasis en los procedimientos sol-gel.
En el sistema Pr-ZrO2 y Pr-(Ca-ZrO2) se pretende optimizar el pigmento amarillo con dicha red huésped en función de los precursores, métodos y polimorfo de circona estabilizado.
El praseodimio no estabiliza a temperatura ambiente la circona cúbica/tetragonal.
La circona cúbica estabilizada con óxido de calcio y dopada con praseodimio presenta una coloración amarilla, en la que el praseodimio sustituyendo a un ion estructural: formación de una disolución sólida.
En la segunda parte de la tesis se estudia el efecto del praseodimio sobre la estabilización, reactividad y sinterizabilidad de circonas tetragonales y cúbicas estabilizadas en función del método de síntesis: cerámica, coloide, resina de citratos y gel polimérico.
En el sistema Pr-(Ca-ZrO2) se siguen dos tratamientos: estabilización-sinterización simultánea y estabilización-sinterización sucesiva. Los resultados indican que para obtener buenos densificados y un adecuado control composicional los mejores polvos son los del tipo citrato o coloide tratados por el procedimiento de estabilización ­sinterización simultánea.
En función de lo comentado anteriormente se compararon diferentes sistemas estabilizantes (Ca, Y, Mg) cuando son tratados por el procedimiento simultáneo.
Por último, dichos materiales son caracterizados desde el punto de vista mecánico, microestructural y de propiedades eléctricas.

The fashion industry is a line of business which is characterised by tough competition. Often the consumer target groups exposed to advertisements identify them as attempts by the fashion industry to persuade them. When this happens, the consumer disregards the information due to selective attention. Faced with these conditions, companies need to find new, creative ways to market their product lines. This essay is about Public Relations, in particular Public Relations that appear in editorial spaces. In Stockholm, Sweden, it is common that companies appear frequently with their garments in the fashion pages of popular press. In this essay the term used to describe this phenomenon is Editorial Public Relations.

Within the realm of this essay, the two dominating questions that this qualitative essay will attempt to shed some light on are; what constitutes Editorial Public Relations and how does Editorial Public Relation function?

To answer these questions, a deductive approach was applied and an organisational chain containing six companies, three press agents and two fashion editors were interviewed and studied. The purpose of this was to conclude why they used Editorial Public Relations, how the dynamics between the chosen players work, will the company brand be affected and, if so, how? Furthermore, how are the Editorial Public Relations efforts of the companies and press agent being followed up, are there any differences or similarities between the companies examined in this essay and last but not least, is Editorial Public Relations preferred to advertising as a marketing tool?

The sub questions above were concluded in order to describe the two overriding questions. Consequently, Editorial Public Relations is described in this essay as the work companies perform when they send sample garments to magazines in hope of appearing in the fashion pages. This work is usually performed by a press agent hired by the company with the motive for wanting to appear in fashion magazines being that Editorial Public Relations has higher credibility than paid advertising in the eyes of the consumer.

Abstract

Title: PR and Politics- the role of the PR consults in Swedish politics (PR och Politik –PR konsulternas roll i svensk politik)

Number of pages: 34

Author: Andia Ghafouri

Tutor: Peder Hård af Segerstad

Course: Media and Communication Studies C

Period: HT 2006

University: Division of Media and Communication, Department of Information Science,Uppsala University.

Purpose/Aim: To study the PR functions role in Swedish politics and what role it plays for the democracy.

Material/Method: Interviews with PR people

Main results: That the PR people have the right kind of network and the knowledge about how to influence political decisions and the public opinion. Their methods could be criticized from a democratic point of view since they are professionals and their ability to bring up issues in to the public agenda is stronger than ordinary peoples’ ability, which could be discussed if it is fair in a democratic society, that people who get paid have more power to change than those who don’t.

Keywords: Public Relations, Communication, Politics, Democracy, Information, Networks

Práce je rozdělena na dvě části. První je věnována obecnému výkladu pojmu Public relations, historii, definici, principům a nástrojům PR. Z obecného výkladu se přechází na takové PR, které uskutečňují politické strany. Stěžejní pro DP je zpracování mediální analýzy, která monitoruje příspěvky o politických stranách v tisku a televizním vysílání. Ze zpracovyných výsledků analýzy jsou nakonec vyvozeny určité závěry.

This diploma thesis deals with the question of Public Relations strategy planning for a company operating in the field of providing travel services. The objective of this thesis is to create such a strategy based on primary and secondary data we have gathered. When doing so we consider the key areas first on theoretical grounds, and then apply them into practice. The outcome of this work is a tailored propsal of Public Relations strategy for a particular business.

This work deals with public relations, its goals and instruments, and focuses on non-profit project Five P. The work presents a volunteer program in the Czech and foreign form. In the practical part is made a research through a questionnaire and are defined the methods of recruitment volunteers for the program and possible solutions to improve the effectiveness of recruitment activities.

Recent development of the internet encompasses elements such as social networks, blogs and wikis. With the help of these elements, popularly gathered under the umbrella term web 2.0, the pirates supporting file sharing have made the file sharing debate a national concern in Sweden.

This thesis studies the pirates’ and anti-pirates’ use of PR by qualitative case studies of organizations representing the two different sides in the debate. The use of PR by the different organizations is compared, the differences and similarities are considered and characteristics of the new PR are brought to attention.

The study finds that PR is taking a new direction and that these new ways to use PR are important to achieve success in influencing opinion. The two sides use PR in very different ways where the anti-pirates use more traditional ways of PR while the pirates make use of new PR methods virtually exclusively.

Denna studie grundar sig i den splittring som PR-konsulten befinner sig i, gällande de många etiska ställningstaganden som denne ställs inför. Detta i kombination med, att public relations som yrke ännu inte betraktas som en erkänd profession, gör att PR-branschen blir utsatt för intrång på dess område från övriga kommunikationsbranschen. Intresset för studien väcktes i samband med den intensiva mediebevakningen runt PR-konsulternas användande av bluff-PR och det sken som bluff-PR kastar över PR-branschen. Studien grundar sig i den fragmentering som idag präglar PR-branschen, gällande vikten av förtroende och etiska värderingar, samt den inverkan som bluff-PR har på yrkesverksamma PR-konsulter. I det här sammanhanget ses bluff-PR, som en PR-kampanj för att skapa nyfikenhet kring något utan att vara tydlig med avsändaren, för att vid ett senare skede avslöja vad det egentligen handlar om. Studiens syfte och frågeställningar är besvarade med hjälp av en kvalitativ metod; samtalsintervjuer. Yrkesverksamma PR-konsulter i Sverige, samtliga medlemmar i PRECIS, bjöds inledningsvis in att delta i vår studie. Resultatet som presenteras i studien är baserat på genomförda intervjuer med dessa PR-konsulter. Resultatet visar att PR-konsulterna befinner sig mitt i en pågående branschglidning som kommit att möjliggöra för andra att praktisera PR-konsultens ursprungliga uppgift. Samt att branschglidningen i sin tur möjliggjort för framväxten av bluff-PR. Därefter pekar resultatet på att den personliga etiken är den mest framstående gällande hur PR-konsulten resonerar kring sin yrkesroll. Respondenterna tror dock inte att användandet av bluff-PR kommit att förändra de förtroende som de inger i sin yrkesroll.

Abstract Title: Transparency within Public Relations – A study about PR-companies understanding of openness Pages: 71 Authors: Olof Ehrs Tutor: Virginia Melián Course: Media and Communication Studies, Bachelor Degree. Period: Autumn 2011. University: The Department of Journalism, Media and Communication, JMK,at Stockholm University. Background and aim: The PR-industry is continuing to grow in Sweden. The increase of working consultancies has made it more difficult to define what PR-activities really are in Sweden today. This exam reviews the presence and lack of transparency within the PR labour. The aim of the essay is to inspect the PR-companies relation to transparency and non-transparency. How do the PR-companies explain their working methods and ways to address openness within the PR-assignment? Method/Material: The method is qualitative interviews. My respondents come from three different PR-companies: Burson-Marsteller, Grayling and Kreab Gavin Anderson. Theory: A liberal and critical perspective provides a theoretical ground for my analysis. Different communication theories are also applied. I also explain the concepts and my definitions of Public Relations and transparency within PR. Main Results: Depending on perspective different results are to be acknowledged. My respondents always had legitimate explanations to why the work as they do. Market rules and laws are the main reason for strict secrecy and silence. From a critical perspective a lack of transparency is present almost everywhere. PR-consultancies make material that can be taken over by principals, news staff and politicians. We as citizens have big difficulties to identify the real senders and messages in PR-material regarding the strict secrecy. Keywords: Transparency, Secrecy, Public Relations, communication, accounting , strategy, target groups, PR-tools, PR-labour, PR-consultancies, media relations, lobbying, crisis management, news work, principals.

Виділено етапи оцінки результатів PR-діяльності та наведено параметри оцінки кожного з етапів. Наведено схему, за якою можна оцінювати результати PR-діяльності.
The stages of estimation of results of PR-activity are selected and the parameters of estimation of each of stages are resulted. A chart on which it is possible to estimate the results of PR-activity is resulted.

 

 

Research question: What role does media play in that xenophobic political parties becomes successful or not? Cohan explains it as:“The press may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about.”    According to this, researchers argue that media creates a supply factor by merely bring attention to certain phenomenon. To this background, it is reasonable to suspect that media, merely bringing attention to the Sweden Democrats, has brought visibility anf attention to the party that could be essential for the Sweden Democrats success. research question for this study is: How does the local media-coverage of the Sweden Democrats have a role in the party’s success, in a municipality where the party is successful compared to a municipality where the political support is weaker? 

Purpose: The purpose of this study is, before the elections for the municipal council in 1998, 2002 and 2006, systematically review the local press media-coverage of the Sweden Democrats in Karlskrona, a municipality where the Sweden Democrats are successful and Växjö, a municipality where the party is not as much successful. 

 Method: To fulfill my purpose of this study, I studied all articles concerning the Sweden Democrats before a few months before the elections of 1998, 2002 and 2006 in Smålandsposten and Blekinge Läns Tidning. The articles were then reviewed systematically and then later categorized through certain categories. This contributed to what had been written about the Sweden Democrats.

Conclusions: The hypothesis that media, unaware, has created a foundation for the success of the Sweden Democrats has been confirmed to some extent in this study. The media coverage the Sweden Democrats was not as frequent as it was when the party began to have political success. Local media’s focus in their articles about the Sweden Democrats differs from a strong municipality for the Sweden Democrats to a municipality with weaker support..    This study has also shown that in municipalities that have weak support for the Sweden Democrats tend to stigmatize the party more than in a municipality that is strong for the Sweden Democrats. However as this study has shown is that stigmatization of the Sweden Democrats has not slown down their success. Quite the opposite, it has gained their success

 

Denna studie har vuxit fram ur den uppdelning som vi anade fanns inom PR-världen, mellan forskare och yrkesverksamma både i definition och utövande. Detta anade vi genom att vi kunde se olika svenska författare använda olika begrepp och ibland också likställa dem med PR. Detta tror vi kan bidra till en rörig bransch med dålig kategoritillhörighet, att det blir en otydligt avgränsad yrkeskategori. Med uppdelning menas i detta fall svårigheten att enas om en definition och ett begrepp. Detta var något som Harlow redan 1976 anande då han vid det tillfället fann 472 olika definitioner av PR. Sedan dess har fler definitioner och begrepp tillkommit och spekulationer finns kring om detta beror på en ung profession, dess dåliga rykte, koppling till negativa aktiviteter eller utvecklingen av den nya tekniken.   Studiens syfte är att se likheter eller olikheter i forskares och yrkesverksammas syn på PR-forskningen, branschen och definitionen av PR.     Detta syfte utmynnade till tre frågeställningar; Hur beskriver respondenterna PR? Vad är respondenternas syn på PR-forskningen? Vad är respondenternas syn på utövandet av PR?   Teorin i studien går igenom bakgrundsfakta om PR, olika begrepp i andra länder samt i Sverige. Vidare beskrivs olika perspektiv på forskning och bransch samt utvecklingen av denna. Sist berörs PR som yrkesroll och dess funktioner och utveckling samt påverkan av nya medier.   Studien är baserad på en kvalitativ metod, samtalsintervjuer, med fem forskare och fem yrkesverksamma inom PR-branschen med en tydlig koppling till PR.   Resultatet visar en mångfacettering och splittring både inom forskning och inom praktik. Både forskare och yrkesverksamma har ett enskilt ”favorit”-begrepp men förhöll sig även till andra begrepp. De lade dock in olika innebörder i dessa vilket enligt resultatet visar på en otydlighet hos respondenterna. Det fanns också en delad mening kring om det ska vara tillåtet att översätta PR till egna begrepp eller inte, då viktiga bitar av PR’s innebörd kan gå förlorade när man översätter ett begrepp. Forskningen har en väldigt viktig roll enligt studiens resultat och den viktigaste forskningen är enligt resultatet forskning som har cocreational perspective och ett kritiskt perspektiv. Respondenterna är tydliga i sina svar angående vilken roll de anser att PR har för de yrkesverksamma. De flesta menar att de viktigaste arbetsuppgifterna är att skapa och bevara relationer till organisationerna. Respondenterna tror inte att det kommer att bli ett problem med att studenter kommer ut i arbetslivet med olika PR-begrepp, att den största förvirringen istället blir för de som ska anställa, att de måste förstå skillnaderna mellan utbildningarna och innebörden av själva begreppet. På så sätt kan de välja ut den kompetens de eftersträvar då sättet att se på PR och valet av vilket PR-begrepp man använder kan variera mellan olika lärosäten. Resultatet visar också att ny teknik och sociala medier har förändrat förutsättningarna för kommunikation och PR under de senaste åren, vilket innebär en del problem men också många möjligheter för de yrkesverksamma inom branschen.

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Family farming is configured as an important strategy for sustainable rural development, food production, job creation and community building and productive practices. In this context, the cities of Toledo and Maripá have increased both in fish production and productivity. Toledo is the first state of the producer in the fish farming sector with a production of about 50 million fry and about six million kilos of fish killed in 2015. But the municipality of Maripá in addition to the production there are the productivity. There are 89 fish farmers, who cultivate an area of about 125.0 ha of water surface, with an average yield of 7.0 t/ha, while the state average is about 2.5 t/ha. As such, good management of small rural property is of great importance for both tax requirements as to the knowledge of the results of the activity. Balance sheets, income statements and other reports based on rural accounting tools are of paramount importance for property management. Thus, this thesis analyzed the financial control of the activity of fish farming in family farming in the cities of Toledo and Maripá in the west of Paraná, listing the aspects of family farming, sustainable development and management real estate. Therefore, on the basis of documentary literature interviews, literature and field-directed fish farmers Toledana Aquaculture Association - Atoaqui and the Association of Aquaculture Aquaculture Producers - Aquimap. The results highlighted the low level of education of fish farmers, a greater financial dependence on activity by Maripá fish farmers, lack of effective financial control in the activity, the situation has an impact development of strategies and future investment. Also noteworthy are the weak provision of technical assistance by associations and the highest percentage of issuance of producer tax notes among Maripá fish farmers. As far as the environmental aspects are concerned, most of the properties comply with the legislation in force. In addition, there is no effective treatment of effluent produced by fish farms in both cities. In addition, research has shown the importance that activity on the income of the families surveyed, which contributes to the improvement of the quality of life of these. However, the major challenge in dealing with this same time, with all the daily financial, political and environmental activities and still manage related to rural properties. Thus, it is expected that this research will contribute to future studies, as well as contribute to the development of family farming, which has an important role in the development of cities and the country
A agricultura familiar configura-se como uma importante estratégia para o Desenvolvimento Rural Sustentável, produzindo alimentos, gerando empregos e estimulando práticas associativas e produtivas. Nesse contexto, os municípios de Toledo e Maripá vem se destacando tanto na produção quanto na produtividade piscícola. Toledo é o 1º produtor do Estado no setor da piscicultura com uma produção de aproximadamente 50 milhões de alevinos e cerca de seis milhões de kg de peixes abatidos em 2015. Já o município de Maripá, além da produção, destaca-se pela produtividade. São 89 piscicultores, os quais cultivam uma área de aproximadamente 125,0 ha de lâmina d água, com produtividade média de 7,0 t/ha, enquanto a média do Estado gira em torno de 2,5 t/ha. Nessa capacidade produtiva, uma boa gestão da pequena propriedade rural é de grande importância, tanto para exigências fiscais quanto para o conhecimento dos resultados da atividade. Os balanços patrimoniais, demonstrações de resultados e outros relatórios extraídos da contabilidade rural são ferramentas de extrema importância para a gestão da propriedade. Assim, a presente dissertação analisou o controle financeiro na atividade da piscicultura na agricultura familiar nos municípios de Toledo e Maripá no Oeste do Paraná, elencando aspectos da agricultura familiar, do desenvolvimento sustentável e da gestão da propriedade. Para tanto, baseou-se em pesquisa documental, bibliográfica e de campo, com entrevistas direcionadas aos piscicultores da Associação Toledana de Aquicultura Atoaqui e da Associação dos Aquicultores de Maripá - Aquimap. Os resultados apontaram para a baixa escolaridade dos piscicultores, maior dependência financeira da atividade por parte dos piscicultores de Maripá, falta de um controle financeiro efetivo na atividade, situação está que impacta negativamente em estabelecer estratégias e projetar investimentos futuros. Indicaram, ainda, a baixa prestação de assistência técnica por parte das associações e o maior percentual de emissão de notas fiscais do produtor entre os piscicultores de Maripá. Em relação a aspectos ambientais, a maioria das propriedades atende à legislação vigente. Por outro lado, não existe um efetivo tratamento dos efluentes produzidos pelas pisciculturas em ambos os municípios. Ademais, a pesquisa evidenciou a importância que a atividade tem na renda das famílias pesquisadas, contribuindo com a melhoria da qualidade de vida destas. No entanto o grande desafio este em trabalhar, ao mesmo tempo, com as questões financeiras, políticas e ambientais e ainda lidar com todas as atividades diárias inerentes as propriedades rurais. Assim, espera-se que está pesquisa contribua com estudos futuros, além de colaborar para o desenvolvimento da agricultura familiar, a qual possui um papel relevante no desenvolvimento dos municípios, bem como do país

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This study explores the feminine microentrepreneurship and their financial management practices. The theme of this work has gained importance in academic and business level, among other factors, by the growth in the number of women landowners ventures. In addition, nationwide, there are few developed research on the female microentrepreneurship. Another important fact is the emergence of public policies that have achieved microenterprises, which reflects the importance of this issue to the national stage. In this sense, this study aims to discuss how the micro-entrepreneurs make the financial management of their business. To achieve this goal, the research, which has qualitative and exploratory character, has systematic literature review and semi-structured script research, which builds on a non-probabilistic intentional sample. Ten micro-entrepreneurs were interviewed. The main results point to the following propositions: (i) the micro-entrepreneurs interviewed have good notions of financial management tools; (ii) the micro-entrepreneurs interviewed have access to banking services, however the vast majority of respondents make use of basic banking credit and debit services; (iii) the micro-entrepreneurs have notions of finance, financial, accounting, interest rates, these notions that are directly related to the characteristics of microentrepreneurs interviewed.
Esse estudo explora o microempreendedorismo feminino e suas pr??ticas de gest??o financeira. O tema do trabalho tem ganhado import??ncia em ??mbito acad??mico e empresarial, entre outros fatores, pelo crescimento do n??mero de mulheres propriet??rias de empreendimentos. Al??m disso, em ??mbito nacional, h?? poucas pesquisas desenvolvidas sobre o microempreendedorismo feminino. Outro fato de destaque ?? o surgimento de pol??ticas p??blicas que t??m alcan??ado microempreendimentos, o que reflete a import??ncia dessa tem??tica para o cen??rio nacional. Nesse sentido, o presente estudo se prop??e a discutir como as microempreendedoras fazem a gest??o financeira de seus neg??cios. Para atingir esse objetivo, a pesquisa, a qual tem car??ter qualitativo e explorat??rio, conta com revis??o sistem??tica da literatura e com roteiro de pesquisa semiestruturado, que toma como base uma amostra n??o probabil??stica e intencional. Foram entrevistadas dez microempreendedoras da amostra pr??-selecionada. Os principais resultados apontam para as seguintes proposi????es: (i) as microempreendedoras entrevistadas t??m boas no????es das ferramentas de gest??o financeira; (ii) as microempreendedoras entrevistadas t??m acesso aos servi??os banc??rios, entretanto, a grande maioria das entrevistadas se utiliza de servi??os banc??rios b??sicos, tais como d??bito e cr??dito; (iii) as microempreendedoras possuem no????es de finan??as, riscos financeiros, contabilidade e taxas de juros, no????es estas que est??o diretamente relacionadas ??s caracter??sticas das microempreendedoras entrevistadas.

This thesis presents an empirical inquiry that explicitly exposes the relationships between CSR practice in Malaysia and the scope of PR. This thesis embraced a critical approach which offers alternate readings in Malaysian PR literature which are dominantly quantitative in nature. The focus is on how socio-political, economic, cultural and organizational contexts shape the practice of CSR and affect the scope and function of PR in pursuing the practice. This thesis has contributed to the literature by providing empirical evidence of the underlying motives behind the pursuit of CSR among businesses in the country. It also offers empirical data on PR roles in pursuing CSR in Malaysia – something that has received very little attention in the literature despite PR’s perceived potentials in spearheading the function. This empirical work has employed semi-structured interviews among PR managers and CSR managers working in renowned CSR organizations in Malaysia. In addition, the thesis analyses executives’ messages in CSR reports and later triangulated with interview findings that helped to achieve a rich description of the topic under study. Critical Discourse Analysis (CDA) was adopted in this thesis and made explicit the relationships between socio-political, economic and cultural dimensions that shape CSR practice and the scope of PR by taking into consideration the presence of power relations in this phenomenon. Fairclough’s (2010) three dimensional frameworks was adopted to enable interpretation go beyond texts that mainly applied to data from CSR reports. The literature revealed CSR practice is a recent phenomenon in Malaysia whereby the government has been a major driver in its development. Drawing from Malaysian experience, economic growth is fundamental to ensure a fair distribution of wealth among multi-races in Malaysia that perceived imperative to preserve national unity. In this respect, CSR initiatives have been largely undertaken to achieve the long term survival of businesses that consequently drive the nation’s economy in a long term. CSR has been primarily constructed as a means to create business competitiveness and a symbol for success. This has been widely accepted among business firms in Malaysia thus become ideological. At the same time, PR role was found dominant in promoting the practice of CSR that appears to be working to the advantage of the dominant groups i.e., business and government. Nevertheless, how PR promotes mutual interests of business and society through CSR remain obscure. This thesis also argues that the motivation to promote business interests serves as the key stumbling block for PR in creating sustainable impact and value to other than it paymaster and financial stakeholders. This thesis suggests that it is time for PR to reflect on this common practice particularly in terms of its ethical implications to both the organizations and the value of PR profession as a whole. This empirical study has significantly contributed particularly in the realm of PR role research in CSR within specific social-cultural, political, economic contexts of Malaysia and PR research from the critical perspectives.

Використання PR в Інтернеті може призвести до реальної економії та прибутку. Адже, 10 років тому ми навіть уявити не могли, навіщо нам Інтернет. Адже зараз вже маємо великий прогрес. Саме Інтернет дає нам багато можливостей, наприклад, при покупці чогось або замовлення. певну продукцію, навіть не виходячи з дому. Цим і обумовлюється актуальність теми.

The aim of this thesis is to identify opportunities and ways of using blogs for marketing purposes, to give a basic overview of the state of the blogospere in the Czech republic and to evaluate the importance of blogs as a PR tool. The thesis is divided into 2 parts - theoretical a practical. The theoretical part deals with the topic PR, its definition, pros and cons, classification, strategical PR process, PR tools, evaluation of efectiveness and PR on the Internet. The following chapter is about blogs and - besides their definition, history or typology - describes also how they can be used in pursuance of communication of companies. Also results of the research Blogbarometer 2015 are introduced there. The practical part comprises of interviews with bloggers and companies and results of the questionnaire among blog readers. The final chapter includes a case study, the purpose of which is to demonstrate possible ways of cooperation with bloggers using an example of a particular company.

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.
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Este estudo tem como objetivo analisar a democratização e a equiparação de oportunidades educacionais escolares para igualar os direitos de todos à educação, com ênfase nos educandos que apresentam

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro de Filosofia e Ciências Humanas. Programa de Pós-Graduação em Geografia.
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Buscou-se com esta pesquisa analisar a qualidade da água do rio Jacutinga. Atualmente a SANEPAR utiliza água de dois rios para abastecer a população da cidade de Coronel Vivida/PR, do Jacutinga, captada desde 1981 e do Barro Preto, captada desde 1977. Como o rio Barro Preto possui uma capacidade relativamente pequena para abastecimento, a SANEPAR aumentará a captação do rio Jacutinga, cuja bacia possui uma área de 186 Km2, para depois que a nova ETA (estação de tratamento de água) for construída, torná-lo praticamente a única fonte de abastecimento de água para quase 18 mil pessoas na cidade de Coronel Vivida. A área de estudo caracteriza-se por ser predominantemente agrícola, sendo cultivados principalmente soja, milho e feijão. Além disso, é praticada a pecuária extensiva de gado bovino. A quantidade de suínos não é significativa. Elaboraram-se diversos mapas para a representação e melhor visualização de alguns elementos da bacia, tais como planialtimetria e hidrografia, hipsometria, declividade e uso do solo. Foram realizadas 12 amostragens de água, no período de setembro de 2005 a agosto de 2006, na captação de água da SANEPAR e foz do rio e em uma das nascentes principais - "ponto branco", para fazer a comparação entre eles. Foram analisados 23 parâmetros, enquanto que a SANEPAR analisa somente 4 parâmetros para a realização do tratamento da água. Alguns resultados dos parâmetros físicos, químicos e biológicos estiveram mais baixos, outros iguais, enquanto outros estiveram acima dos valores obtidos no ponto branco. Nas análises referentes a agrotóxicos apenas trihalometanos foram detectados em algumas das amostragens. Trabalhou-se também com os resultados das análises realizadas pela SANEPAR a cada 2 horas, da água bruta que chegava a ETA para ser tratada, e, com aqueles das análises realizadas após o tratamento da água. Um dos problemas que afeta a qualidade da água é o fato de a vegetação ripária ou mata ciliar, tanto nas nascentes como ao longo do rio ser muito pobre ou inexistente. Os órgãos responsáveis tais como Prefeitura Municipal e SANEPAR devem tomar providências para que a legislação seja cumprida e a mata ciliar seja preservada e que, além disso, as atividades desenvolvidas na bacia se dêem de maneira sustentada, evitando a degradação das condições da bacia, bem como da qualidade da água do rio.

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico, Programa de Pós-Graduação em Urbanismo, História e Arquitetura da Cidade, Florianópolis, 2011
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A pesquisa apresentada tem como objetivo compreender de maneira mais ampla o centro histórico no contexto das cidades contemporâneas, através da relação entre os valores a ele atribuídos pela visão própria do campo do patrimônio e os valores construídos no interior desse espaço urbano praticado por seus usuários. Partindo do campo patrimonial, que considera os centros históricos como os testemunhos mais tangíveis da diversidade cultural, religiosa e social da humanidade, a pesquisa agrega conceitos da arquitetura e urbanismo e da antropologia urbana com o intuito de imprimir ao objeto uma visão abrangente e interdisciplinar que auxilie na compreensão da relação entre os aspectos materiais e subjetivos inerentes ao patrimônio urbano. Enfocando a realidade brasileira, é analisado o contexto de Paranaguá, cidade portuária no litoral do estado do Paraná, que tem o seu centro histórico protegido pela legislação municipal de zoneamento e pelas legislações estadual e federal de tombamento. Discutindo o caráter sacralizado atribuído pelas instituições patrimonialistas, busca-se situar o centro histórico no ponto de encontro entre duas trajetórias dinâmicas, construídas temporalmente: uma que corresponde à das definições conceituais e políticas que envolvem a preservação do patrimônio urbano e cultural; e outra que corresponde à dinâmica própria da cidade, com expansões e estagnações do território, transformações culturais, econômicas e sociais. A análise da dinâmica urbana se deu a partir dos usos do centro histórico, pois, compreende-se que eles costuram conexões com outras partes da cidade, com outras realidades e com outras temporalidades, materializam relações de poder que dão ao espaço um caráter político e permitem a compreensão da relação entre os componentes materiais e subjetivos do espaço urbano. Tais usos foram investigados a partir da realidade atual, através de observações in loco, interlocuções com os praticantes ordinários da cidade, entrevistas qualitativas, documentos e registros audiovisuais; mas também considerando uma dinâmica de permanências e transformações referenciada em dados históricos, geográficos, iconográficos e jurídicos, focando três temas: a relação da cidade com o Rio Itiberê, as trocas comerciais e a religiosidade. Analisando a relação dual foi possível detectar uma desconexão entre as duas visões, sobre a qual a compreensão mais ampla do centro histórico poderia subsidiar as decisões patrimoniais em uma perspectiva mais mediadora.

Titel: Mötet med det okända - En kvalitativ studie om högskolor och universitets kriterier för köp av PR- och kommunikationstjänster Författare: Michelle Hallangen och Erika Olofsson Kurs: Examensarbete i medie- och kommunikationsvetenskap Termin: Höstterminen 2012 Bakgrund: En stor del av forskningen inom PR handlar om kommunikatörerna och deras roller inom organisationer. Det finns inte mycket forskning om relationen mellan organisationer och PR-konsulter. En del av detta är området kring köpet av PR- och kommunikationstjänster. Denna studie fokuserar därför på kundens perspektiv på PR-konsulter och byråer. Den ska ta reda på vad de utvalda universiteten och högskolorna baserar sina val på. Med val menas vid beslutet som tas angående vilken byrå som antas för PR- eller kommunikationstjänsten. Syfte: Syftet med den här studien är att undersöka vilka kriterier som styr utvalda universitet och högskolor vid köp av PR-och kommunikationstjänster. Teori: Teorin för den här studien har utgått ifrån de teoretiska områdena för professionalsm av PR-yrket: egenskaper, status, samarbete, etik, personlighet, utbildning och kunskap. Inledningsvis förklaras även PR, PR-yrkets historia i Sverige samt relationen mellan PR-konsulter och deras kunder. Metod och material: Studien har utförts genom en metodtriangulering. Inledningsvis genom en kvalitativ textanalys av 25 offentliga upphandlingar angående PR- eller kommunikationstjänster från högskolor och universitet på olika orter i Sverige. Därefter genomfördes fyra kvalitativa intervjuer med strategiskt utvalda intervjupersoner verksamma på en högskola eller universitet och som till stor del varit delaktiga i den offentliga upphandlingen som valts ut för intervju genom textanalysen. Resultat textanalys: Studiens resultat av textanalysen visar att det främsta innehållet i de offentliga upphandlingarna som var väsentligt var det som beskrev den önskade leverantörens egenskaper samt kunskap. Ord som ofta upprepades och som gick att finna i nästintill alla upphandlingar var erfarenhet, kompetens, ömsesidigt förtroende, tidigare uppdrag eller referenser, samarbete, utbildning och god yrkessed. Information rörande relationen mellan byrån och kunden hittades inte och samtidigt fanns spår av professionalism i endast två upphandlingar. Etik återfanns i en mening kring yrkessed i majoriteten av upphandlingarna, men dock inte ordagrant förutom i två och status återfanns endast beskrivet som kvalitet. Utbildning, erfarenhet, kompetens, kunskap och referensuppdrag stod ofta i upphandlingarna. Ett samlingsord för detta kan ses som kompetens, vilket även var det ord som fanns i alla relevanta upphandlingar. Resultat intervju: Studiens resultat av intervjuerna visar att de viktigaste kriterierna vid valet av intervjupersonernas specifika byrå varit kvaliteten, kreativiteten och priset. Samtliga intervjupersoner hade överlag en positiv inställning till relationen med byrån och de ansåg även att deras mål med uppdraget var på mycket god väg att uppfyllas, dels tack vare bra samarbete. Professionellt kunde ses som alltifrån hur konsulterna agerade och hur affärsmässiga de var till att de var engagerade, kunniga, noggranna och ödmjuka. Överlag ansåg intervjupersoner att de byråer som valts var väldigt professionella. Etik hade aldrig varit ett problem i samarbetet med konsulterna, och för tre av fyra intervjupersoner var relevant utbildning en viktig bakgrund hos konsulterna samt en av anledningarna till att de valt byrån. Nyckelord: Professionalism, PR, PR-konsult, PR-byrå, kundperspektiv, kommunikation

PR appears to be an indistinct division and a complicated resource for companies to value. The current circumstances are negative to the credibility and reliability of PR. This study emphasizes how an application of return on investment contributes to a more strategic use of PR and increases the status and credibility for the division.

We experience that measuring the economic value of PR is of great importance and of current interest with few prior studies made. The purpose of this study is to find out how a PR-agency and one of its clients relates to and works with evaluation of PR-activities and to which extent the economic contribution of the activity is measured.

The foundation which the theoretical reference grounds on is theories of Delusions of PR and the use of benefit-cost analyzes, Stages and Levels for Evaluating Public Relations Programs, Marketing Return on Investment and PR Return on Investment. The theoretical reference serves as a base during the analyze of the study.

The conclusion, based on the empirical body of information, is that an application of return on investment could contribute with a higher status and credibility for the PR-division. The effects that derive from PR-activities are made visible with ROI and can contribute with strong arguments during the negotiation of the budget for the division. PR-agencies are also given motives for the pricing of their work. The objective assessment that is possible to evaluate with help from ROI can bring PR-agencies and companies guidance in the planning of future activities. By considering the budget of PR as an investment its contribution to an organization profit can be evaluated.

The study’s introduces several critical factors for an application of ROI. These critical factors are evaluation, knowledge and understanding PR and it’s potentials, the relation towards the division and cooperation and maturity in the field.

Företag tenderar att ha en otydlig bild av vad PR innebär och ser PR-aktiviteter som svåra att värdera. Detta påverkar trovärdigheten och pålitligheten för verktyget negativt. En naturlig frågeställning för rapporten blir hur en tillämpning av måttet avkastning på investerat kapital kan bidra till en mer strategisk användning av PR och därmed öka funktionens status och trovärdighet.

Vi upplever att mätning av PR:s effekter och beräkning av avkastning på investerat kapital är ett mycket aktuellt, intressant och ett relativt outforskat område. Rapporten syftar därför till att utröna hur en PR-byrå och en av dess kunder förhåller sig till och arbetar med mätning och utvärdering av PR-aktiviteter samt att undersöka i vilken grad resultat av dessa aktiviteter kopplas till lönsamhetsmål.

Som teoretisk grund till denna rapport använder vi oss av teorier kring föreställningar om PR och Benefit-cost-analys, Stages and Levels for Evaluating Public Relations Programs, Marketing Return on Investment samt teorier kring PR Return on Investment. Våra teorier mynnar ut i en teoretisk referensram, vilken används som ett underlag vid analys.

Utifrån det empiriska underlaget drar vi slutsatsen att en tillämpning av lönsamhetsmått kan leda till ökad status och trovärdighet för PR-funktionen. ROI synliggör de effekter som kommer av PR-aktiviteter och underlättar för funktionens argumentation vid budgetförhandlingar. Med hjälp av ROI får PR-byråer tydligare argument till det pris som bestäms för PR-aktiviteter. Vidare kan PR-byråer och företag ta fram objektiva resultat, vilka kan verka vägledande inför framtida aktiviteter. Genom att se PR:s budget som en investering kan dess bidrag till en organisations lönsamhet tydliggöras.

I slutsatsen presenteras ett antal kritiska faktorer för tillämpning av ROI. Dessa är utvärdering, kunskap och förståelse för PR och dess potential, förhållningssätt till funktionen samt samarbete och mognad inom området PR och mätning.

En el presente trabajo se distinguen dos partes claramente diferenciadas, a saber, una primera parte en la que se estudian diferentes sistemas pigmentantes y una segunda parte en la que se estudia la influencia del praseodimio en circonas estabilizadas con calcio, itrio y magnesio.Los sistemas pigmentantes estudiados son el amarillo de Pr-ZrSiO4, el sistema Pr-ZrO2 y el sistema Pr-(Ca-ZrO2). El pigmento amarillo de Pr-ZrSiO4 se estudia el mecanismo de síntesis de dicho pigmento mediante la utilización de métodos de síntesis no convencionales, haciendo énfasis en los procedimientos sol-gel.En el sistema Pr-ZrO2 y Pr-(Ca-ZrO2) se pretende optimizar el pigmento amarillo con dicha red huésped en función de los precursores, métodos y polimorfo de circona estabilizado.El praseodimio no estabiliza a temperatura ambiente la circona cúbica/tetragonal. La circona cúbica estabilizada con óxido de calcio y dopada con praseodimio presenta una coloración amarilla, en la que el praseodimio sustituyendo a un ion estructural: formación de una disolución sólida.En la segunda parte de la tesis se estudia el efecto del praseodimio sobre la estabilización, reactividad y sinterizabilidad de circonas tetragonales y cúbicas estabilizadas en función del método de síntesis: cerámica, coloide, resina de citratos y gel polimérico.En el sistema Pr-(Ca-ZrO2) se siguen dos tratamientos: estabilización-sinterización simultánea y estabilización-sinterización sucesiva. Los resultados indican que para obtener buenos densificados y un adecuado control composicional los mejores polvos son los del tipo citrato o coloide tratados por el procedimiento de estabilización ­sinterización simultánea.En función de lo comentado anteriormente se compararon diferentes sistemas estabilizantes (Ca, Y, Mg) cuando son tratados por el procedimiento simultáneo.Por último, dichos materiales son caracterizados desde el punto de vista mecánico, microestructural y de propiedades eléctricas.

Detta är en kandidatuppsats i journalistik som har för avsikt att göra en lägesbeskrivning på relationen mellan journalistik och public relations. Följande studie har gjorts via två olika metoder: dels via en kvalitativ undersökning i intervjuform och dels via en kvantitativ undersökning i enkätform. Studiens problematisering ligger i journalistens krav på opartiskhet och oberoende till skillnad från och i jämförelse med PR-branschens strävan efter att framföra en viss kund eller organisations intresse. Med denna oundvikliga motsättning i de olika branscherna - samt med utgångspunkten att man inom journalistiken har sett på övergången till PR som att man inom byter sida - ville vi med vår undersökning göra en lägesbeskrivning.  I de 15 kvalitativa intervjuerna har våra respondenter bestått av nio personer med en journalistisk bakgrund som har lämnat journalistiken för en karriär inom public relations och sju yrkesverksamma journalister. Detta för att undersöka uppfattningen inom båda dessa grupper. Vår kvalitativa studie visar att den stora majoriteten i bägge intervjugrupperna inte ser någon större problematik gällande övergången från journalistik till PR. Resultatet visar däremot en tydlig enighet i kritiken mot de journalister som inte helt ”går över” utan som fortfarande tar uppdrag från bägge håll. Majoriteten av de tillfrågade anser även att det finns en problematik i att återgå till journalistiken efter att man jobbat inom public relations.

Public Relations-fältet (PR) har utvecklats enormt sen Grunig, Grunig och Dozier med flera lade fram paradigmet för fältet. Genom deras teorier kring Excellence PR har organisation efter organisation följt efter. Parallellt med PR-fältets framfart har sporten blivit än mer professionaliserad, något som borde innebära att sportorganisationer använder de PR-teorier som finns. Några som forskat på hur PR-arbetet ser ut i sportorganisationer är Bruce & Tini (2008) samt Xifra (2008). Dock inte på svenska sportklubbar. Modo Hockey åkte 1 april 2016 ned till den svenska andradivisionen, Hockeyallsvenskan. Det stod omedelbart klart att Modo skulle få problem med att klara den ekonomiska situationen. Klubben gick då ut med att annonsera en hårdare ekonomisk linje med uppsägningar och sänkta spelarlöner. Det skulle inte räcka utan man satte då hoppet till Örnsköldsviks kommun, som sedan tidigare gått in med mångmiljonbelopp i klubben. En politisk debatt blossade upp kring ifall kommunen skulle acceptera Modos ansökan om utökat stöd eller inte. Studiens kritiska diskursanalys visar att det aldrig riktigt var en fråga huruvida kommunen skulle gå med på stödavtalet, utan hur stort stödet skulle bli. Modo har en stark position i regionen och via sin ideologi påverkar de den allmänna opinionen såväl som kommunfullmäktige och deras beslut. Den kvantitativa innehållsanalysen visar att sportredaktioner i hög grad är positivt inställda till Modo Hockey jämfört med nyhetsredaktioner. Den kvantitativa innehållsanalysen visar även att Modo i 70,3 procent av sina artiklar riktar sig till sina intressenter. Tillsammans ger trianguleringen av de två metoderna en redogörelse över hur Modo Hockey sköter sin PR. Det sker dels genom relationen till journalister och lokala beslutsfattare samt den allmänna opinionen, men också genom att rikta sig till sina supportrar som då fungerar som Modoambassadörer. Studien visar att gemenskapen kring Modo är viktig, stark och samlar ett starkt “vi”, samtidigt som det förutsätter ett “dem” enligt Hinchman & Hinchmans (1997) teorier om gemenskap. Studien visar samtidigt på att Modo Hockey tillämpar teorier som finns inom PR-fältets teoretiska ramverk. Bland annat genom att Modo Hockey själva skapar relevant innehåll på sin webbsida och sedan använder sociala mediekanaler där användare själva kan bidra med material till diskursen. Genom sin kommunikation har Modo till stor del lyckats knyta klubben till regionen, där ideologin stöpts till att skapa ett beroendeband mellan klubben, kommunen och invånarna, symboliskt som ekonomiskt. De har i och med det tagit en maktposition och stärkt sin ställning i, och gjort sig oumbärlig för, regionen.
The field of Public Relations (PR) has seen big leaps forward since Grunig, Grunig and Dozier among others laid out the paradigm for the field. A lot of organizations have used their theories regarding Excellence PR. Parallelly with the evolution of the PR field, there has been a professionalization within the field of sports. This should also mean that sports organizations are interested in using the relevant PR theories available. Bruce & Tini (2008) as well as Xifra (2008) have researched what the PR work looks like in sports organizations. This research however, has not been conducted on Swedish clubs. On April 1st 2016, Modo Hockey were defeated and sent down from the top league to the Swedish second division. Already then they knew that their economic situation would be more difficult. They had to downsize the salaries budget and let people working for the organization go. These measures weren’t enough. In August, Modo Hockey had to request for extra financial support from the municipality, even though they already have received economic support before. A discussion whether or not the politicians should allow the new, more generous, economic support package deal took place online in the community of Örnsköldsvik. The critical discourse analysis in this study shows that there never really was a doubt whether or not politicians should grant Modo economic aid or not, but rather how big the economic package should be. Modo have a strong position in the region and by using their ideology to influence the public opinion as well as the city council they have an impact on the political decisions in the region. On the other hand, the quantitative content analysis showed that the sport editorials are to a greater extent publishing positive articles compared to the news editorials. Together this triangulation of the two methods give an accounting of how Modo Hockey conducts its PR, partly through the relation to journalists, politicians and public opinion. Another important stakeholder is the supporters of the club that can act as ambassadeurs of Modo Hockey. The study shows that the Modo community is important, strong and unifies a strong “we”. At the same time this “we” also creates a “them”, according to Hinchman & Hinchman’s (1997) theories regarding community. The study also shows that Modo Hockey practice theories within the PR field. One example is that Modo Hockey create their own relevant content on their website and then use social media where users themselves can contribute with information to the discourse. With the communication Modo have succeeded associating the club to the region, where the ideology has created a dependency between the club, municipality and the residents. A dependency that is symbolical as well as economical. Due to that fact Modo have taken a power position within the region, a Örnsköldsvik without Modo would have dire consequences.

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O c??ncer de pr??stata ?? uma causa importante de morbimortalidade entre os homens. A busca de um diagn??stico precoce, atrav??s de exames de rastreamento, ?? uma pr??tica comum em diversos tipos de c??ncer, por??m no caso do c??ncer de pr??stata ainda ?? um tema bastante controverso, uma vez que persistem d??vidas se os eventuais benef??cios de sua utiliza????o superam os danos. Se a realiza????o ou n??o do procedimento j?? ?? duvidosa, mais incerteza ainda existe em como realiz??-la na pr??tica, ou seja, com que exames, em que indiv??duos (idade, ra??a, hist??ria familiar) e se devemos interromp??-lo em algum momento. Por outro lado, algumas pr??ticas de rastreamento s??o universalmente aceitas como inadequadas pelas entidades cient??ficas e reguladoras (rastreamento em indiv??duos muito jovens ou com expectativa de vida muito reduzida, por exemplo). Para avaliar eventuais oportunidades de melhoria das pr??ticas m??dicas ?? necess??rio conhecer a realidade atual. Sendo assim, essa tese tem o objetivo geral de estudar as pr??ticas e cren??as em rela????o ao rastreamento do c??ncer de pr??stata entre os m??dicos brasileiros, tendo sido desenvolvida pelo estudo de seus objetivos secund??rios, atrav??s dos seguintes artigos: Artigo 1: ???Current guidelines for prostate cancer screening: systematic review and a minimal core proposal???. Nesse artigo objetivou-se verificar o estado atual das recomenda????es e dos guias de conduta das principais entidades cient??ficas e reguladoras, a respeito do rastreamento para o c??ncer de pr??stata (RCaP), a fim de identificar os principais pontos de foco de cada um e de extrair um n??cleo m??nimo comum de recomenda????es que pudesse servir de orientador para os m??dicos envolvidos no atendimento de pacientes com indica????o ao rastreamento. A revis??o foi feita pela metodologia PRISMA. Foram identificados seis pontos de foco nas guias, e estabelecido um conjunto de pr??ticas capaz de atender a maioria das recomenda????es, para cada um dos seis pontos: (1) A indica????o ou n??o de rastreamento: deve ser individualizada e precedida de uma decis??o informada; (2) Os exames utilizados: PSA com ou sem exame digital retal; (3) A idade de in??cio geral: 50 ou 55 anos; (4) A idade de in??cio em homens com risco aumentado: 40 ou 45 anos; (5) O intervalo entre os rastreamentos: anual ou bienal; e (6) A idade de suspens??o do rastreamento: 70 anos ou expectativa de vida menor que 10 anos. Artigo 2: ???Prostate cancer screening: Beliefs and practices of the Brazilian physicians with different specialties???. Esse trabalho objetivou descrever as cren??as e pr??ticas em rela????o ao RCaP, de m??dicos brasileiros de diferentes especialidades exposta a pacientes com poss??vel indica????o para o rastreamento (cl??nicos gerais, geriatras e urologistas). Foi realizado um estudo de corte transversal, atrav??s da aplica????o de question??rio autoadministrado nos principais congressos das especialidades m??dicas de interesse, durante o ano de 2016. Foi realizado c??lculo de tamanho amostral para um intervalo de confian??a de 95% e margem de erro de 10%, segundo crit??rios de tamanho amostral para inqu??ritos estat??sticos (surveys), e levando em conta o levantamento demogr??fico de m??dicos brasileiros. O n??mero amostral calculado foi de 96 cl??nicos gerais, 85 geriatras e 94 urologistas. Os dados foram analisados por estat??stica descritiva com an??lise de medidas de tend??ncia central e correla????o. Foi encontrada uma diferen??a significativa de conduta entre os especialistas no que se refere a realizar uma discuss??o pr??via sobre os benef??cios e danos associados a RCaP (p=0,026), exames utilizados (p<0,001), idade de in??cio do rastreamento com ou sem fatores de risco adicionais (p<0,001) e idade de suspens??o (p<0,001). Artigo 3: ???Preval??ncia e fatores associados a taxa de ader??ncia aos guias de rastreamento para o c??ncer de pr??stata entre m??dicos brasileiros???. Objetivou-se verificar se as pr??ticas de RCaP declaradas por m??dicos brasileiros de diferentes especialidades est??o de acordo com um n??cleo m??nimo capaz de abranger a maioria das recomenda????es das diferentes entidades cient??ficas ou reguladoras. Foi realizado estudo de corte transversal com an??lise de question??rio, conforme m??todo descrito no Artigo 2. Para an??lise dos fatores associados foi realizada an??lise multivariada considerando o percentual de adequa????o como vari??vel de desfecho, a fim de predizer as caracter??sticas associadas a um aumento da possibilidade de adequa????o. A adequa????o ??s recomenda????es esteve significativamente associada ??s especialidades de urologia (P<0,001) e geriatria (p 0,018), a ter t??tulo de especialista (p 0,021), e a estar formado h?? menos de 14 anos (p 0,002). Artigo 4: ???Tend??ncia de uso do PSA para rastreamento para o c??ncer de pr??stata em uma s??rie temporal de um laborat??rio privado nacional no Brasil (1997-2016)???. Foi realizado um estudo de corte transversal seriado a partir do banco de dados de um grande laborat??rio de an??lises cl??nicas de abrang??ncia nacional no Brasil, de1997 a 2016. Foi analisada a tend??ncia geral de uso de PSA no per??odo, ajustado para o n??mero total de exames no sexo masculino. Observou-se tamb??m a tend??ncia de uso em faixas et??rias espec??ficas, estratificadas pelo potencial de benef??cio ou dano decorrente do rastreamento para o CaP. A an??lise da s??rie temporal foi realizada pela observa????o da linha de regress??o geral utilizando o m??todo dos m??nimos quadrados generalizados, e o impacto das recomenda????es atrav??s da utiliza????o de modelos de regress??o din??mica integrada (ARIMA). Como toda a popula????o alvo foi estudada, as estat??sticas inferenciais n??o foram calculadas, mas o valor de p foi utilizado de forma descritiva. De outubro de 1997 a 31 de dezembro de 2016 foram realizados 2.521.283 exames de PSA. Os dados indicam uma curva de tend??ncia geral decrescente do uso do PSA no per??odo estudado. Essa tend??ncia ?? mais evidente no grupo com maior potencial de se beneficiar do RCAP (55-69 anos) e menos acentuada entre os pacientes com idade superior a 74 anos. O percentual de PSA realizados na faixa et??ria de menor possibilidade de benef??cio (< 40 anos) sobre o total de exames de PSA, permaneceu est??vel. Embora estatisticamente significante, o impacto da redu????o do uso do PSA ap??s a publica????o de 2012 da USPSTF, foi clinicamente irrelevante.

Title:        PR-industry: The industry that cannot promote themselves?                 – A thesis of how PR-agencies use relationship marketing to                 promote themselves. Authors:    Julia Edvardsson & Jennie Jonasson Advisor:     Navid Ghannad Level:         Bachelor thesis in Marketing, (15 ECTS), Spring 2012 Keywords:   Public Relations, Relationship Marketing, Relation, Interaction and Network Purpose:    The purpose of this thesis is to bring a better understanding for Public  Relations and for how the PR-agencies promote themselves. The thesis will explore the following questions:  How do the PR-agencies uses relationship marketing to reach out with their knowledge to their potential customers?  Are the any differences between their promotions when it comes to the agencies orientation? Theoretical framework: The chapter begins with a definition of Public Relations. After that a framework of Relationship Marketing theory is made with headlines as relations, interaction and networking. Method:      A qualitative research method, with a deductive approach, has been implemented. Four PR-agencies - Gullers Grupp, Halvarsson & Halvarson, JKL, Prime and a consultant have all been interviewed on the subject. Empirical:   The empirical framework presents the outcome of the interviews framework: with the four agencies and the consultant. The respondents give their agencies version on how they use marketing to reach out to the right customers. This is presented in the same way as in the theoretical framework Conclusion:  Developed empirical shows that relationship marketing is the primary foundation in a successful PR work. It is the PR-agencies well-adapt network that generates qualified co-workers and which, in turn, contributes to the right customers for the PR-agency. We can establish that there is no general description of Public Relations and we dare to assert that this is based on the complexity in the PR-activities. With the findings of that relationship marketing permeates the entire PR-industry, we can see that the activities that agencies use varies to their orientation, values and amount of trust. The empirical framework also highlights that the PR-industry does not use their full potential to acquire the right customers and especially to clarify the complex and different orientations. PR-agencies also tend to exclude traditional advertising and solely focus on Public Relation for its own marketing purposes.

У роботі з’ясовуються закономірності й принципи формування медіаобразів перших леді та PR-технології, що використовують для їх побудови, на прикладі медіаобразів Мішель Обами, Шейхи Мози, Марини Порошенко.

Актуальність дослідження полягає у тому, що в сучасних комунікаційних технологіях чільне місце посів сторітелінг як технологія реалізації іміджевих комунікацій. Сьогодні багато науковців вивчають це унікальне явище та дають його визначення й характеристики. Воно потрапило у поле зору таких сучасників як М. Вікмана, А. Градюшка, А. Досенка, І. Парфенюк, П. Родіна, О. Тодорової, Я. Яненка та багато інших по усьому світу. Метою розвідки було вивчення особливостей сторітелінгу як комунікаційної технології у спортивному PR.

Шоу-бизнес является популярной сегодня сферой организационной деятельности в сфере культуры и искусства. Однако его развитие в Украине в настоящий момент существенно осложнено такими обстоятельствами, как недостаточно разработанная законодательная база, слабая покупательная способность населения в связи с общим экономическим кризисом, отсутствие хорошо подготовленных профессиональных кадров.

У роботі на основі аналізу ринку фотопослуг міста Бориспіль та опитування цільової аудиторії описано процес розробки та реалізації заходів із PR-просування послуг фотографа, проаналізовано ефективність обраної стратегії. Також визначено сутність та інструментарій PR, специфіку просування фотопослуг та можливості використання для цього соціальних мереж.