The Structure of Social Media: Web Evolution

The Structure of Social Media: Web Evolution

Web evolution   When companies analyse, develop, and use social media, they have to take some factors into account that are instrumental in these processes.   Digital Audiences First of all, the ‘digital divide’ is very much real. It is the lack of access to...

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PR and the Media: Setting and Framing the Agenda

PR and the Media: Setting and Framing the Agenda

By setting and/or framing the agenda, PR professionals have to ability shift the public's attention.   Not only that, but they can also use these strategies to entrench various topics into the public conscientiousness. In some regard this is how successful public...

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PR and the Media: Different Goals, Different Strategies

PR and the Media: Different Goals, Different Strategies

Public Relations subsidised information and news became an indirect benefit for the influential, political, and policy-making elite.   As they often rely on information provided by the media in their decision-making. But the information benefit of PR also helps...

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PR and the Media: The Information Benefit

PR and the Media: The Information Benefit

Public Relations (PR) has a close relationship with journalism, and more widely, the media.   With PR, organisations and institutions are integral sources of information for journalists. This process of sharing information is what we call 'information benefit'....

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Responding to the Pandemic Challenges

Responding to the Pandemic Challenges

The impact of the pandemic, and its multiple consequences posed many challenges.   This forced management to think differently. This goal of adaptation and redefinition is associated with Digital Transformation. New forms of Communication are not only tools for...

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How the Portuguese Economy is Attractively Unique

How the Portuguese Economy is Attractively Unique

The Portuguese economy is unique. It is going through a positive transformation. However, there are still some structural challenges that need correction. For example, some aspects of education, training and productivity. Nonetheless, Portugal is transforming the...

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Patience and Persistence in Nation Branding

Patience and Persistence in Nation Branding

Nation Branding was the main topic of the conference organized by aicep Portugal Global.   Trade & Investment Agency (AICEP) was all about Portugal as brand. One of the key takeaways was that countries need a positive a powerful image, and governments are...

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A Plan to Create a Brand Culture for Portugal

A Plan to Create a Brand Culture for Portugal

Aicep Portugal Global - Trade & Investment Agency (AICEP) organised a conference dedicated to Portugal as brand with two main topics on the agenda. One was to understand how Portugal can distinguish itself in the international stage. Basically, how to brand...

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Three Tips to Become a Successful Public Relations Professional

Three Tips to Become a Successful Public Relations Professional

  The importance of public relations as a social and organizational function is justified by the need for organizations to establish relationships – or exchanges – with others. It does not matter if they are other organizations, other groups or other individuals....

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