O prognóstico em relações públicas : uma visão de dashboards de dados com base na Lei Geral de Proteção de Dados Pessoais (LGPD)

Abstract

The dissertation studies the prognosis in Public Relations, observed from the perspective of the Theory of Political Function (SIMÕES, 1995, 2001, 2006). With the support of methodologic strategies of bibliographic and documentary research, how they cause an immersion in the context of public relations, intersected with the characteristics of contemporary society. The study discusses the predominance of screens, relationships and digital transformations, bringing the activity closer to these realities. The line that drives these convergences is data. Lasta (2015) defends their centrality in the Public Relations process, as they understand that they are the raw material of the organization-public system. In this way, it is from the thematic of the data that they become possible as reflections on the dashboards and a General Law of Protection of Personal Data (LGPD). In order to answer how the data can be used in the prognosis in Public Relations, based on the LGPD, and supported by dashboards, a wide document review was applied, extracting substrates on the bases of CAPES (1996 to 2019) and ABRAPCORP (2007 to 2019), which allowed us to observe the low number of researches that addressed this topic. As bases consulted in later bibliographic and documentary researches, they are incipient for the theme of data and their technological approaches and, considering that, since 2018, the law that regulates their use and protection of them in the country is in force, a third methodological strategy adopted. Through the content analysis of two objects, one produced by ABERJE (2020) and another promoted by CONFERP (2020), they were analysed and the inferences about the LGPD were evidenced. The intersection between the results of the application of the three methodological strategies allows the proposal of a dashboard model for the prognosis in Public Relations, reaffirming the strategic role that the data can assume in the contemporary perspective. Finally, at the end of this dissertation, it is suggested to expand further research on prognosis.