Image is how the company is seen by the look of your audience. Identity does not vary from one audience to another. It consists of the attributes that define the company, such as its personnel, products and services. Identity is the visual manifestation of your reality, transmitted through the name, logo, slogan, products, services, facilities, brochures, uniforms, among others.
Published in Chapter:
From the Interview “Eye in the Eye” to the “Eye in the WhatsApp”: The Impact of Social Media on the Praxis of the Press Office in Organizational Communication Projects
Cintia Medeiros (Universidade Salvador, Brazil), Vanessa Brasil Campos Rodriguez (Universidade Salvador, Brazil), Manoel Joaquim Barros (Universidade Salvador, Brazil), and Sérgio Maravilhas-Lopes (IES-ICS, Federal University of Bahia, Brazil)
Copyright: © 2020
|Pages: 16
DOI: 10.4018/978-1-5225-9993-7.ch016
Abstract
This study analyzes how technology and social media have transformed the praxis of press advisory activity and projects within the scope of the Communication of Organizations. To this end, it finds impacts on the functions of the activity facing this new scenario caused by the emergence of social media, updating the required profile of the new press advisor. The study adopts the conceptualization of the functions of the press officer in the organizational communication made by Duarte (2009), analyzing 17 of these functions in this new context. Authors studied the praxis of each function, before and after the advent of social media. They chose these functions because they stand for the dynamics of the Press Office, from the strategic to the operational level. The study found which social media are most used by press officers to publicize actions of their organization.