Rooted in the dialogic public relations model, the aim of this paper was to analyze the way in which hospital organizations use Facebook to communicate and build relationships with their patients and followers. Using a content analysis of Facebook profiles, there is a reflection on how dialogic principles are applied in the management of Facebook by hospitals in Portugal. Special attention will be paid to communication regarding the Zika virus, which was of public interest at the time the empirical analysis was carried out. The study demonstrates that Portuguese hospitals are present on Facebook but do not use the social network dialogically or to communicate about topical themes of public interest.
Resumo: Neste artigo problematiza-se a complexidade inerente às estratégias de comunicação das políticas de responsabilidade social empresarial (RSE) a partir da perspetiva de um grupo de diretores de comunicação e consultores de relações públicas a operar no mercado português. As estratégias e projetos chamados de socialmente responsável serão reais indicadores de mudanças empresariais genuínas? Ou serão as políticas de RSE insinceras per se e a sua comunicação uma mera invenção das relações públicas? Os princípios centrais da comunicação da RSE são evidenciados, assim como o papel das relações públicas na gestão ética das relações organização-públicos. Palavras chave: Responsabilidade social empresarial; relações públicas; ética; Portugal. relaciones peliGrosas: comunicación y responsabilidad social de las empresas Resumen: En este texto se discute la complejidad inherente a las estrategias de comunicación de las políticas de responsabilidad social corporativa desde la perspectiva de un grupo de directores de comunicación y consultores de relaciones públicas que actúa en el mercado portugués. ¿Las estrategias y proyectos llamados socialmente responsables son los indicadores reales de verdaderos cambios corporativos? ¿O es la RSC insincera per se y la comunicación una mera invención de las RP? Los principios centrales de la comunicación de la RSE son evidenciados, así como el papel de las relaciones públicas en la gestión ética de las relaciones entre una organización y sus públicos.
Masson's tumour, also known as intravascular papillary endothelial hyperplasia, is a rare non-neoplastic lesion of vascular origin, caused by an excessive reactive proliferation of endothelial cells in normal blood vessels or vascular malformations. It can affect any part of the body, presenting most frequently in the vessels of the head, neck and upper extremities. The authors describe the case of a 76-year-old female patient presenting an anterior cervical mass, measuring 2×2 cm, which was mobile, tender and slightly painful with no alteration of the overlying skin. Complementary study with ultrasound and computed tomography was inconclusive. Total excision of the lesion was performed with histology compatible with intravascular papillary endothelial hyperplasia.
Higher education in public relations in Portugal has been expanding in recent years. The purpose of this research is to analyse undergraduate public relations programmes in Portugal within the Bologna Treaty reform. After having compared public relations curricula and defined the main features, an empirical research was applied in order to determine the opinion of public relations educators and practitioners about the ideal undergraduate plan of studies in public relations.
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