From public relations to business diplomat: new competencies

• Autor(a) principal: Nobre, Marta Engenheiro
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18113
• topic: Diplomacia; Relações públicas; Stakeholders; Gestão empresarial; Stakeholders' management; Business diplomacy; Public relations; Business diplomat

In an ever-increasing diverse and globalized business world, where a myriad of new stakeholders has developed, companies began to emerge as influential actors who could engage in commercial, economic and diplomatic activities. In order to manage all these new complex interactions, Public Relations (PR) was seen as an important link to deal with such issues, however PR functions are no longer enough to achieve all the goals in connecting with this new environment. The emergence of the Business Diplomat (BD) can fulfil most of the gaps left by the PR, however if one looks for a more well-structured and defined department, functions or even for competencies, there is no reliable answer on how business diplomacy is executed. The present study is set to identify whether BD adds values to the traditional PR function, so that one can delineate a more stable and reliable framework on how and by whom business diplomacy is performed. To that end, data from a sample of participants was collected regarding their daily activities, position and company characteristics. Through an analysis of the factorial structure of PR and BD functions, both separately and joined, research findings show that BD adds value to the traditional PR function especially when considering the joint solution which presents 3 factors (influence, communication and intelligence), showing that it is technically stronger than the separate solutions.