Let's grab a coffee: a return to public relations basics

Raposo, Ana Luísa Canelas Rasquilho; Eiró-Gomes, Mafalda

http://hdl.handle.net/10400.21/15245

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Authors

Raposo, Ana Luísa Canelas Rasquilho

Eiró-Gomes, Mafalda

Abstract(s)

We are facing an era where organizations need to strive towards higher levels of engagement with people, the planet and prosperity. This might be seen as the great challenge for the companies, and consequently, to Public Relations departments, who aim to establish and manage mutual beneficial relationships between the organization and its publics, based on trust, commitment, and negotiation. This research was designed to share an exemplar and unique case of a social responsible enterprise in Portugal – Delta Coffee, an organization that over almost sixty years managed the business in an innovative and sustainable way, acting driven by the notion of "friendship" and putting the community first.

Keywords

Public relations Sustainability Delta Cafés Communication strategy

URI

http://hdl.handle.net/10400.21/15245

Citation

Raposo, A., & Eiró-Gomes, M. (2022). Let's grab a coffee: A return to public relations basics. In D.Moss, & B. DeSanto (eds.). Public relations cases: International perspectives. (cap.12). Routledge.