Public Relations in Brazil: Practice and Education in A South American Context

Molleda, Juan-Carlos; Athaydes, Andréia; Hirsch, V

doi:10.4324/9780203889374.ch34

Cited by 6 publications

(13 citation statements)

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“…In Brazil, the Football for Hope Festival reflected Brazilians’ love for large public gatherings (Molleda et al, 2003) and, along with Anti-Discrimination Days, emphasized the importance of diversity. Similar to South Africa, establishing relationships with local NGOs and the government through 11 for Health and Football for Hope adhered to the country’s high-context and polychronic leanings.…”

Section: Discussionmentioning

confidence: 99%

“…While the Brazilian government is perceived as responsible for crime and health issues, private organizations are seen as contributing to employment and social transformation, and Brazil’s fluctuating economic performance since the 1960s bred higher expectations from these entities (Molleda et al, 2003). Because of the nation’s ‘roots in the exploitative nature of the Portuguese colonization’ (Yamahaki and Ursini, 2010: 101), growing societal concerns that the Brazilian government is financially incapable of addressing, and the nation’s future-tense orientation and environmental focus, publics fostered expectations for the private sector to spur political and social change, resulting in partnerships with non-profits and community groups (Molleda and Ferguson, 2004; Molleda et al, 2003). Brazilian organizations traditionally focused on community investment and philanthropy (Yamahaki and Ursini, 2010).…”

Section: Theorizing Csr and Sport Through The In-awareness Modelmentioning

confidence: 99%

“…More recently, CSR efforts outstripped philanthropy (Flores, 2014), and scholars recommended that practitioners should work with local partners, such as non-profits, and engage in social activities to gain public support (Freitag and Stokes, 2009). Yet, despite calls for public relations efforts to exceed publicity-driven strategy (Molleda et al, 2003), activities in Brazil are regularly geared toward receiving favorable coverage (Garcia, 2015) and commonly reflect social marketing practices (Costa et al, 2017).…”

Section: Theorizing Csr and Sport Through The In-awareness Modelmentioning

confidence: 99%

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‘For the game, for the world’: An analysis of FIFA’s CSR initiatives

Woods

Stokes

2019

Public Relations Inquiry

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Given the significant and often negative impacts of sport mega-events on host nations, including high costs and lingering environmental challenges, many event organizers, such as the Fédération Internationale de Football Association (FIFA), began implementing corporate social responsibility (CSR) initiatives to generate positive effects while lessening negative perceptions. Despite the growing body of literature examining the practice of sport CSR, research on how global governing sport agencies implement and adapt these programs to reflect the culture of the host is lacking. This study begins to address this gap by exploring how FIFA tailored its CSR initiatives for the 2010 World Cup in South Africa and 2014 event in Brazil. Engaging in CSR is already a daunting task. For FIFA, this challenge was compounded because of the host nations' complex social, political, and economic concerns, along with skepticism surrounding FIFA's efforts because of its history of corruption, which recently culminated in an organizational scandal that prompted arrests of high-ranking officials and temporary banishment of its former president. To better investigate CSR using a critical lens, we draw from interdisciplinary research and employ a multi-case study approach to analyze FIFA's CSR initiatives, arguing that these efforts largely failed to reflect cultural considerations, providing little benefit to Brazilians and South Africans. In doing so, we build upon Zaharna's in-awareness approach to public relations by merging it with critical CSR research, demonstrating the need for sponsoring organizations to follow an in-awareness approach when practicing international CSR while also adopting

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Section: Discussionmentioning

confidence: 99%

Section: Theorizing Csr and Sport Through The In-awareness Modelmentioning

confidence: 99%

Section: Theorizing Csr and Sport Through The In-awareness Modelmentioning

confidence: 99%

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‘For the game, for the world’: An analysis of FIFA’s CSR initiatives

Woods

Stokes

2019

Public Relations Inquiry

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“…Contextualized research about Latin American countries is included in the handbook. Molleda, Athaydes, and Hirsch (2003) and Ferrari (2003) document the three sets of contextual factors and their impact on the public relations sectors in Brazil and Chile, respectively.…”

Section: Molledamentioning

confidence: 99%

Contextualized Qualitative Research in Venezuela: Coercive Isomorphic Pressures of the Socioeconomic and Political Environments on Public Relations Practices

Molleda

2007

Journal of Public Relations Research

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tests and introduces the concept of coercive isomorphism to Sriramesh and Ver ( ci ( c's (2003) global public relations theory. It does so by analyzing professional opinions and experiences concerning the status of the profession and how the country's socioeconomic and political environments impact the practice. Twenty-one top-level public relations professionals were interviewed for an average of 90 min each in the 2 largest cities: Caracas and Maracaibo. Venezuela is at a crucial, if not breaking, point in its history, as the majority of participants explain, due to conflicting political and social forces. Likewise, the impact of conflict is exerting pressure on the public relations profession and professionals.Public relations is advancing around the world. Nascent supranational bodies are coming to the global stage to advocate for the strategic nature of the profession and to enhance ties and cooperation among professionals through alliances of national and continental associations (Lukaszewski, 2004;Molleda, 2004; Poluszek, 2004). International communities of professionals and scholars are increasingly interested in transferring knowledge, experiences, and best practices from national to transnational scenarios.

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“…El interés por las relaciones públicas en América Latina ha ido aumentando a lo largo de los últimos años como consecuencia de la mejoría económica en la región, los efectos de la globalización y el fortalecimiento del sistema de medios de comunicación. Reflejo de este renovado interés son los numerosos artículos publicados sobre la situación de las relaciones públicas en diferentes países de América Latina (ej., Álvarez, Yaguache y Paladines, 2016; De Brooks, Peñaloza, y Waymer, 2009;Mellado y Barría, 2012;Molleda, Athaydes y Hirsch, 2003;Molleda y Moreno, 2006, 2008Molleda y Suárez, 2005). Sin embargo, la Macroencuesta Latinoamericana de Comunicación y Relaciones Públicas (Molleda, Moreno, Athaydes y Suárez, 2012) fue el primer intento de investigar el profesionalismo en el subcontinente recabando las opiniones de una muestra representativa de profesionales.…”

Section: Introductionunclassified

De la educación a la orientación hacia la sociedad: hacia una profesionalización de la gestión de comunicación en Latinoamérica

Navarro

Moreno

2019

ComHumanitas

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Esta investigación longitudinal cuantitativa analiza la evolución de la profesionalización de las relaciones públicas en América Latina utilizando datos procedentes de dos encuestas realizadas en los años 2009 y 2015. En total, 1.477 profesionales participaron en estos dos estudios, confirmando la idea de que la profesionalización es un proceso dinámico (Pieczka y L’Etang, 2001, 2006). Los resultados mostraron pequeñas pero significativas mejoras en cuatro indicadores: el estudio formal de las relaciones públicas en instituciones de educación superior, la existencia de unos principios éticos que hacen hincapié en el bienestar de la sociedad, el peso de las organizaciones profesionales, la disponibilidad de un cuerpo formal del conocimiento, y el acceso al empleo y la promoción. En general, se aprecia que los profesionales más jóvenes tienden a ser más críticos con respecto a los diferentes factores de profesionalización.

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Public Relations in Brazil: Practice and Education in A South American Context

Cited by 6 publications

References 0 publications

‘For the game, for the world’: An analysis of FIFA’s CSR initiatives

‘For the game, for the world’: An analysis of FIFA’s CSR initiatives

Contextualized Qualitative Research in Venezuela: Coercive Isomorphic Pressures of the Socioeconomic and Political Environments on Public Relations Practices

De la educación a la orientación hacia la sociedad: hacia una profesionalización de la gestión de comunicación en Latinoamérica

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