Web 2.0 e redes sociais: ferramentas de relações públicas dos centros de eventos em Espanha, Portugal e América Latina

Abstract

The trade fairs are spaces of communication. They are not only business centres and, therefore, they can study under a communicative approach. This investigation analyses the utilisation of the Web 2.0 and the social networks like public relations tools. The Iberian Peninsula and o Latin America trade fairs organization do not use a bidirectional symmetricalmodel. Their webs are oriented to satisfy the needs of information of the media but not to have a conversation directly with the public opinion. The spaces in Internet of Spanish, Portuguese and Latin American trade fairs organizations are not taking advantage of the possibilities that offers the web 2.0 and the social networks to converse with their publics. The management of the public relations has to include the utilisation of the social networks, because it is necessary to participate in the life of Internet.