Conference Papers by César Neto
This paper also presents a Case Study about the project Por Um Objectivo (For One Goal), related ... more This paper also presents a Case Study about the project Por Um Objectivo (For One Goal), related to the United Nations Millennium Development Goals, from the Portuguese NGDO Platform, as an example of good practice, showing how this organization created a consensus building campaign combining the capabilities of the Social Web with an attraction pole – music – to create engagement and stimulate the participation of citizens and other organisations, that wouldn´t be possible otherwise.
This paper aims to contribute to the practice of Public Relations in the NGOs sector, and to the academic study of PR, by presenting and example of how an organization that works with Causes, that has lack of resources – both human and financial – has built a successful communication project by creating a strategy that used the viral capabilities of online social networks.
It is important for Public Relations professionals´ to understand stakeholder’s values in order t... more It is important for Public Relations professionals´ to understand stakeholder’s values in order to align, strategically, the communication of their organisations with those values. These assume a central character that determines humans’ attitudes and behaviours, and, from our standpoint, understanding is only possible when we comprehend the foundation those values systems, which determines the actions taken by a human being and his attitude towards a particular subject or object.
Our research on values revealed that those values could be absolute or relative, assuming different positions in an arena of meanings. These positions could from four different kinds of conflicts - peace, turbulence, offensive and defensive, and an organization communication should take that into account. We developed guidelines on how to deal with each type of conflict.
Being relevant to have a theoretic framework that gives us guidelines to act in each type of conflict, we developed a conceptual paper, from an interpretative research point of view, that presents a Situational Values Discourse Theory, based on Perelman’s´ rhetoric, consisting in a framework of action for each type of conflict.
This paper as implications for PR practice since it presents a perpective, based on ground theory, that gives the PR professional guidelines on how organisations can communicate strategically in the aim to stand as close as possible to an universal auditory, in the arena of meanings where values assume different possible conflicts. It also as implications on the academic field since it explores the importance of values on organisational discourse and strategic communication.
This paper provides an insight into the practice of Public Relations, where the knowledge and the... more This paper provides an insight into the practice of Public Relations, where the knowledge and the tools of online communication must be integrated into Public Relations operations, but must not constitute a discipline in itself. This theoretical paradigm is supported empirically with a case study about the crisis experienced by the company Ensitel. A case that demonstrates how the online and offline worlds have blurred borders and edges, and the practice of Public Relations must be one in a whole, able to act within this hybrid reality.
The relationship between man and the world is an evaluative and cultural one. It is inconceivable... more The relationship between man and the world is an evaluative and cultural one. It is inconceivable to think of something human disconnected of values or culture.
These assume a central character that condition our ways of life, influencing the dynamics and social stability. The awareness that not all values, or even same value, assume the same characteristics and can vary according to the society or culture, is essential for effective communication and mutual understanding.
It is fundamental for public relations to
understand the cultural dynamics to create an alignment between their practice and the public perception.
It seems logical to us that is beneficial, for the practice of Public Relations, the development of a moral values theory allows us to act strategically in multicultural environments where different values begin to conflict.
As such, we’re presenting a theoretical foundation which serves as a starting point for the development of a “conceptual framework”, based on the moral values system that supports the relationships between the
constituents of a particular society.
We present a perspective on values and how their understanding from the part of communication professional, contributes to improving public relations practice in a increasingly heterogeneous and uncertain world, where the risks of conflict are eminent.
Books by César Neto
“Ética em Comunicação - Reflexões sobre os atributos, os desafios e as práticas” é o mais recente... more “Ética em Comunicação - Reflexões sobre os atributos, os desafios e as práticas” é o mais recente e-book da coleção de publicações das Edições ISCSP em suporte digital.
Editado pelos docentes do ISCSP Sónia Pedro Sebastião e Paulo Martins, “Ética em Comunicação” tem também as contribuições de Andreia Guerreiro, César Neto, Gisela Gonçalves, Mafalda Eiró-Gomes, Sónia Melo da Silva, Susana de Carvalho Spínola, Teresa Ruão e Vasco Ribeiro. Neste e-book os autores fazem uma reflexão sobre os desafios éticos que se colocam no ensino e na prática profissional, e, entre outros, estão incluídos os seguintes temas: ensino da ética em cursos de comunicação; códigos de ética, deontologia e conduta; desafios éticos no exercício das profissões da comunicação; o reconhecimento profissional, a acreditação e a responsabilidade social.
O mais recente livro digital do ISCSP-ULisboa resulta do encontro entre docentes universitários, consultores de comunicação, jornalistas, dirigentes de associações profissionais de comunicação e estudantes universitários realizado pelo Instituto, em parceria com o Grupo de Trabalho de Comunicação Organizacional e Institucional da SOPCOM, em abril de 2017.
https://www.iscsp.ulisboa.pt/pt/media-f-o/open?guid=5cc874e75f355
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Conference Papers by César Neto
This paper aims to contribute to the practice of Public Relations in the NGOs sector, and to the academic study of PR, by presenting and example of how an organization that works with Causes, that has lack of resources – both human and financial – has built a successful communication project by creating a strategy that used the viral capabilities of online social networks.
Our research on values revealed that those values could be absolute or relative, assuming different positions in an arena of meanings. These positions could from four different kinds of conflicts - peace, turbulence, offensive and defensive, and an organization communication should take that into account. We developed guidelines on how to deal with each type of conflict.
Being relevant to have a theoretic framework that gives us guidelines to act in each type of conflict, we developed a conceptual paper, from an interpretative research point of view, that presents a Situational Values Discourse Theory, based on Perelman’s´ rhetoric, consisting in a framework of action for each type of conflict.
This paper as implications for PR practice since it presents a perpective, based on ground theory, that gives the PR professional guidelines on how organisations can communicate strategically in the aim to stand as close as possible to an universal auditory, in the arena of meanings where values assume different possible conflicts. It also as implications on the academic field since it explores the importance of values on organisational discourse and strategic communication.
These assume a central character that condition our ways of life, influencing the dynamics and social stability. The awareness that not all values, or even same value, assume the same characteristics and can vary according to the society or culture, is essential for effective communication and mutual understanding.
It is fundamental for public relations to
understand the cultural dynamics to create an alignment between their practice and the public perception.
It seems logical to us that is beneficial, for the practice of Public Relations, the development of a moral values theory allows us to act strategically in multicultural environments where different values begin to conflict.
As such, we’re presenting a theoretical foundation which serves as a starting point for the development of a “conceptual framework”, based on the moral values system that supports the relationships between the
constituents of a particular society.
We present a perspective on values and how their understanding from the part of communication professional, contributes to improving public relations practice in a increasingly heterogeneous and uncertain world, where the risks of conflict are eminent.
Books by César Neto
Editado pelos docentes do ISCSP Sónia Pedro Sebastião e Paulo Martins, “Ética em Comunicação” tem também as contribuições de Andreia Guerreiro, César Neto, Gisela Gonçalves, Mafalda Eiró-Gomes, Sónia Melo da Silva, Susana de Carvalho Spínola, Teresa Ruão e Vasco Ribeiro. Neste e-book os autores fazem uma reflexão sobre os desafios éticos que se colocam no ensino e na prática profissional, e, entre outros, estão incluídos os seguintes temas: ensino da ética em cursos de comunicação; códigos de ética, deontologia e conduta; desafios éticos no exercício das profissões da comunicação; o reconhecimento profissional, a acreditação e a responsabilidade social.
O mais recente livro digital do ISCSP-ULisboa resulta do encontro entre docentes universitários, consultores de comunicação, jornalistas, dirigentes de associações profissionais de comunicação e estudantes universitários realizado pelo Instituto, em parceria com o Grupo de Trabalho de Comunicação Organizacional e Institucional da SOPCOM, em abril de 2017.
https://www.iscsp.ulisboa.pt/pt/media-f-o/open?guid=5cc874e75f355
This paper aims to contribute to the practice of Public Relations in the NGOs sector, and to the academic study of PR, by presenting and example of how an organization that works with Causes, that has lack of resources – both human and financial – has built a successful communication project by creating a strategy that used the viral capabilities of online social networks.
Our research on values revealed that those values could be absolute or relative, assuming different positions in an arena of meanings. These positions could from four different kinds of conflicts - peace, turbulence, offensive and defensive, and an organization communication should take that into account. We developed guidelines on how to deal with each type of conflict.
Being relevant to have a theoretic framework that gives us guidelines to act in each type of conflict, we developed a conceptual paper, from an interpretative research point of view, that presents a Situational Values Discourse Theory, based on Perelman’s´ rhetoric, consisting in a framework of action for each type of conflict.
This paper as implications for PR practice since it presents a perpective, based on ground theory, that gives the PR professional guidelines on how organisations can communicate strategically in the aim to stand as close as possible to an universal auditory, in the arena of meanings where values assume different possible conflicts. It also as implications on the academic field since it explores the importance of values on organisational discourse and strategic communication.
These assume a central character that condition our ways of life, influencing the dynamics and social stability. The awareness that not all values, or even same value, assume the same characteristics and can vary according to the society or culture, is essential for effective communication and mutual understanding.
It is fundamental for public relations to
understand the cultural dynamics to create an alignment between their practice and the public perception.
It seems logical to us that is beneficial, for the practice of Public Relations, the development of a moral values theory allows us to act strategically in multicultural environments where different values begin to conflict.
As such, we’re presenting a theoretical foundation which serves as a starting point for the development of a “conceptual framework”, based on the moral values system that supports the relationships between the
constituents of a particular society.
We present a perspective on values and how their understanding from the part of communication professional, contributes to improving public relations practice in a increasingly heterogeneous and uncertain world, where the risks of conflict are eminent.
Editado pelos docentes do ISCSP Sónia Pedro Sebastião e Paulo Martins, “Ética em Comunicação” tem também as contribuições de Andreia Guerreiro, César Neto, Gisela Gonçalves, Mafalda Eiró-Gomes, Sónia Melo da Silva, Susana de Carvalho Spínola, Teresa Ruão e Vasco Ribeiro. Neste e-book os autores fazem uma reflexão sobre os desafios éticos que se colocam no ensino e na prática profissional, e, entre outros, estão incluídos os seguintes temas: ensino da ética em cursos de comunicação; códigos de ética, deontologia e conduta; desafios éticos no exercício das profissões da comunicação; o reconhecimento profissional, a acreditação e a responsabilidade social.
O mais recente livro digital do ISCSP-ULisboa resulta do encontro entre docentes universitários, consultores de comunicação, jornalistas, dirigentes de associações profissionais de comunicação e estudantes universitários realizado pelo Instituto, em parceria com o Grupo de Trabalho de Comunicação Organizacional e Institucional da SOPCOM, em abril de 2017.
https://www.iscsp.ulisboa.pt/pt/media-f-o/open?guid=5cc874e75f355