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Formation in public relations and the process of strategic decision: an approach from the interculturality

Grant number: 15/14657-7
Support Opportunities:Scholarships abroad - Research Internship - Scientific Initiation
Effective date (Start): September 01, 2015
Effective date (End): October 25, 2015
Field of knowledge:Applied Social Sciences - Communications - Public Relations and Propaganda
Principal Investigator:Raquel Cabral
Grantee:Alana Carolina Gomes
Supervisor: Ana María Cortijo Sánchez
Host Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil
Research place: Universidad de Sevilla (US), Spain  
Associated to the scholarship:14/14761-6 - Teaching-learning in Public Relations and the strategic decision process: an approach from the interculturalism, BP.IC


The research aims to study and discuss the influence of intercultural aspects in the process of strategic decision, based on the analysis of the formation in public relations in two different cultural contexts. The expertise and experience in foreign allow the identification of certain key concepts related to the degree in Public Relations of academic and professional contexts, and allow the university support program "From the class to the account/ao Da classe international market" between the UNESP (Brazil) and the University of Seville (Spain). The research proposal is to study and systematize as the notion of intercultural competence can influence the formation of public relations professionals in strategic decision making, and to establish possible strategies that can be applied awareness as a means/interpretation of aspects intercultural. Thus, studies on interculturalism seeking the best aspects that each culture has to offer, with the main look, a new way of thinking, that respects differences and peculiarities of each people always seeking the common good and the society. Thus, the competent interculturally professional, you should be able to diagnose what aspects of behavior that are affected by their own culture, mitigating its peculiarities and understanding the behavior of everyone around them, being, co-workers, supervisors or an external audience. We look to this research, analyze how factors affect intercultural communication and then develop strategies that are relevant, appropriate and effective measures that can be applied in the specific training of professional public relations. That is why, we intend to understand how the structures of cultural identity, worldview and cultural background influence the formulation of the communication strategy, based on the training of students in Public Relations. Activities in Spain will enable the student to know and observe the processes of strategic planning and production/creation in media such as the mechanisms that help in making strategic decisions in the field of public relations, so understand the complexities involving strategic thinking. Therefore, we affirm that this experience will encourage critical point of view, both in their academic training, contributing to the scientific production in the Brazilian context, especially for theories of Public Relations in increasing their cultural content and experiences international. (AU)

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