Public Relations and influencers

dependence, spontaneity simulation and the Conar Advertising Guide

Authors

DOI:

https://doi.org/10.1590/1809-58442023141pt

Keywords:

Public Relations, Communication, Influence, Professional ethics, Public opinion

Abstract

This article discusses professional responsibility in public relations activities in the development of communication strategies that involve the relationship with influencers. Shares part of the results of empirical research Grounded Theory (PARAVENTI, 2020) on ethics in public relations and confronts them with the guidelines of the Conar Guide to Advertising by Influencers (CONAR, 2021). There is a demand to expand the professional and academic discussion about the effects of sponsored and conflicting influence on the public sphere.

Author Biographies

  • Ágatha Eugênio Franco de Camargo Paraventi, Faculdade Cásper Líbero. São Paulo – SP, Brazil, Faculdade Cásper Líbero. São Paulo – SP, Brasil, Faculdade Cásper Líbero. São Paulo – SP, Brasil

    PhD and Master in Communication Sciences, specialist in Strategic Management of Organizational Communication and Public Relations from the School of Communications and Arts of the University of São Paulo. Graduated in Public Relations from Faculdade Cásper Líbero. Professor of the undergraduate and postgraduate courses at Faculdade Cásper Líbero and of the Postgraduate Lato Sensu Strategic Management in Organizational Communication and Public Relations courses at ECA-USP and MBA Aberje. Researcher at the Center for Organizational Communication and Public Relations Studies - CECORP ECA/USP. Fiscal Advisor at the Brazilian Federation of Scientifi c and Academic Communication Associations - SOCICOM (2022-2024).

  • Luiz Alberto de Farias, Universidade de São Paulo. São Paulo – SP, Brazil, Universidade de São Paulo. São Paulo – SP, Brasil, Universidade de São Paulo. São Paulo – SP, Brasil

    Associate Professor in Public Opinion (ECA-USP); post-doctorate in Communication and Advertising (University of Málaga-ES); doctor in communication and culture (Prolam-USP); master, specialist and bachelor in public relations (Cásper Líbero); journalist (Cruzeiro do Sul University). Associate Professor at the School of Communications and Arts at the University of São Paulo and permanent professor at PPGCOMECA-USP. Full Professor of the Postgraduate Program in Social Communication at the Methodist University of São Paulo. Former director of Intercom, former president and advisor of Abrapcorp. Author and co-author of several works, including Volatile Opinions; Public opinion, communication and organizations; Strategic public relations.

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Published

2023-12-07

Issue

Vol. 46 (2023)

Section

Articles

License

Copyright (c) 2023 Intercom-Revista Brasileira de Ciências da Comunicação

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How to Cite

Public Relations and influencers: dependence, spontaneity simulation and the Conar Advertising Guide. Intercom - Brazilian Journal of Communication Sciences, São Paulo, v. 46, p. e2023141, 2023. DOI: 10.1590/1809-58442023141pt. Disponível em: https://revistas.intercom.org.br/index.php/revistaintercom/article/view/4151. Acesso em: 21 jul. 2026.