O relações públicas potencializando os eventos culturais a partir do marketing de eventos.

Abstract

The production of events have been growing in Brazil and around the world, since the events reach people’s emotions, offering an unique experience, and the companies are aware of the new wave of relationship towards the customer, where more than selling products and services, they provide living. In order to it, the companies spread their actions, increasingly searching for surprising their target audience, mainly in events of the cultural area. This present final paper had as main goal to show the potentialities of the Public Relations professional into the cultural events, addressing as theory reference the concepts of Public Relations, events and cultural events, Marketing and event marketing. In its first theory chapter, authors as Maria Cecília Giacaglia (2004), Hélio Afonso Braga de Paiva (2008) e Margarida Maria Krohling Kunsch (2003-2009) are highlighted. In the second chapter, the most used works were by Philip Kotler (1992; 2010), Leonard H. Hoyle (2003); Francisco Paulo de Melo Neto (2003) e João de Simoni Soderini Ferracciù (1997). In the third chapter the methodology is presented, being composed by a semi-structured interview and a data documental collect, applied on the research object Wonderland Music Festival, electronic music festival which is annually hold in the city of Santa Cruz do Sul e has as its target audience youngsters who appreciate electronic music. With the analysis, it was possible to notice that the difficulties faced by the studied event become from the lack of graduation and knowledge about the area, such things that the public relations would provide plenty of possibilities in the improvement through the tools used and the preparation that the graduation owns.