A assessoria de imprensa e as redes sociais: Estudo de caso sobre as mudanças no relacionamento fonte-jornalista e o processo de produção do press release

Abstract

This study seeks to understand the impact of social media in the practice of media relations, focusing on changes in the PR-journalist relationship and on how the press release is prepared. Through semi-directive elite interviews (n=10), we were able to demonstrate that we are going through a phase of adaptation of press offices to the potential of new media, and that this potential is seen by most of the interviewed professionals as a facilitating mechanism and an enhancer when promoting news.