ASSESORIA DE IMPRENSA : A IMPORTÂNCIA DO ASSESSOR DE IMPRENSA EM FILIAIS DE EMPRESAS

Abstract

This monograph aims to demonstrate the importance of the Press Office in affiliated companies, since each place where a new unit is installed has characteristics and demands that influence the communication of the company. A journalist at the head office is not aware of these specificities in order to produce necessary information from the local public. Through the qualitative research carried out with Varginha companies, it was analyzed and verified that the presence of a press officer in the branch is as necessary as other sectors that are always present in the units, such as Human Resources and Management. In this way, this study goes beyond the interest of scholars of the profession. It shows managers and entrepreneurs that the press office is not a superfluous sector, present only in large corporations, but rather an indispensable department, which must grow according to the development of the company, since it is responsible not only for the relation with the media. but also with the public, directly influencing the image of the institution.