Sponsorship for institutions of people with disabilities: possibilities for Public Relations based on a case study

Abstract

This study discusses the role of Public Relations in promoting sponsorship initiatives for institutions that serve people with disabilities, considering the profession as a social and transformative agent. The central question is: how can Public Relations contribute to the inclusion of people with disabilities through sponsorships? To explore this issue, a qualitative study was conducted, including a literature review and a case study of a private organization that sponsors social institutions. The findings reveal that, despite the recognition of the importance of inclusion, organizations face challenges such as ableism and a lack of commitment to social responsibility in their sponsorship practices. The research suggests that, in sponsorship processes involving institutions for people with disabilities, organizations should adopt inclusive and transparent communication, as well as establish sustainable partnerships that address the specific needs of these communities. This is essential to ensure meaningful social impact and to strengthen corporate social responsibility.