[et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2020\/12\/modestas-urbonas-vj_9l20fzj0-unsplash.jpg” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ align=”center” \/][et_pb_image _builder_version=”4.4.8″ src=”https:\/\/ideasbr.llorenteycuenca.com\/wp-content\/uploads\/sites\/8\/2020\/12\/modestas-urbonas-vj_9l20fzj0-unsplash.jpg” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” vertical_offset_tablet=”0″ horizontal_offset_tablet=”0″ z_index_tablet=”0″ align=”center” \/][et_pb_text admin_label=”INTRO ” _builder_version=”4.4.8″ 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H\u00e1 anos o tema da infraestrutura tem frequentado o debate pol\u00edtico em todos os pa\u00edses em desenvolvimento, especialmente entre as na\u00e7\u00f5es latino-americanas. As discuss\u00f5es sobre o papel do setor sempre estiveram assentadas no mesmo bin\u00f4mio: a retomada econ\u00f4mica (com a possibilidade de gera\u00e7\u00e3o de emprego e renda) e a moderniza\u00e7\u00e3o dos pa\u00edses. Col\u00f4mbia, Equador, Argentina, Bol\u00edvia, Peru, Brasil s\u00e3o alguns dos pa\u00edses que est\u00e3o buscando, em graus diferentes, dar escala a essa agenda de desenvolvimento, independentemente da colora\u00e7\u00e3o pol\u00edtico-partid\u00e1ria dos seus governos dos \u00faltimos anos.<\/p>\n
Segundo o Banco Interamericano de Desenvolvimento (BID), os pa\u00edses da Am\u00e9rica Latina e Caribe investiram cerca de US$ 125 bilh\u00f5es por ano entre 2008 e 2017 em infraestrutura, por meio de recursos p\u00fablicos ou privados. Isto corresponde a uma m\u00e9dia anual de aproximadamente 2% de seu PIB (Produto Interno Bruto), n\u00edvel considerado baixo, principalmente para uma regi\u00e3o que quer melhorar seus \u00edndices de qualidade de vida e de desenvolvimento sustent\u00e1vel. Outras economias emergentes realizaram investimentos maiores, como a regi\u00e3o do Oriente M\u00e9dio e Norte da \u00c1frica, com m\u00e9dia de 4,8% de seu PIB ao ano.<\/p>\n
H\u00e1, portanto, enorme espa\u00e7o e demanda por projetos de infraestrutura na Am\u00e9rica Latina. O Brasil \u00e9 um exemplo. Para que consiga vencer as dificuldades que o pa\u00eds enfrenta na \u00e1rea de transporte, log\u00edstica, energia e saneamento, o Minist\u00e9rio da Infraestrutura promete viabilizar a concess\u00e3o de 44 grandes projetos em 2021. S\u00f3 a \u00e1rea de saneamento demandar\u00e1 pelo menos US$ 10 bilh\u00f5es anuais nos pr\u00f3ximos dez anos.<\/p>\n
Evidentemente que o desenvolvimento \u00e9 o grande mote para que pa\u00edses invistam na atualiza\u00e7\u00e3o da infraestrutura de mobilidade, rodovias, portos, aeroportos, telecomunica\u00e7\u00f5es, energia, saneamento e tantos outros. Uma agenda de obras e concess\u00f5es, em quaisquer desses segmentos, oferece a cada pa\u00eds pontos percentuais importantes para a expans\u00e3o do seu PIB.<\/p>\n
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Mas esse avan\u00e7o j\u00e1 n\u00e3o basta. O que se constata \u00e9 que a expectativa sobre o impacto dos projetos atuais vai al\u00e9m da transforma\u00e7\u00e3o econ\u00f4mica que proporcionam. \u00c9 vis\u00edvel um movimento novo dentro do setor de infraestrutura. As grandes companhias est\u00e3o percebendo que precisam modernizar sua forma de gest\u00e3o e suas narrativas e que o tradicional bin\u00f4mio \u201cretomada econ\u00f4mica e moderniza\u00e7\u00e3o\u201d n\u00e3o \u00e9 mais suficiente.<\/p>\n
A sustenta\u00e7\u00e3o dessas obras precisa contar cada vez mais com a licen\u00e7a social em torno delas. Nos dias de hoje, o sucesso de um projeto de infraestrutura est\u00e1 tamb\u00e9m relacionado diretamente ao modo como responde a anseios e expectativas dos seus stakeholders. Pensar neg\u00f3cios na perspectiva apenas dos acionistas deixou de ser uma estrat\u00e9gia racional na rela\u00e7\u00e3o de longo prazo.<\/p>\n
Grandes companhias de infraestrutura come\u00e7aram a perceber que precisam dialogar com seus p\u00fablicos e sabem que esse di\u00e1logo est\u00e1 longe de ser f\u00e1cil. Mais do que simplesmente ouvi-los, as empresas precisam consider\u00e1-los na equa\u00e7\u00e3o que sustenta qualquer projeto de infraestrutura. N\u00e3o \u00e9 \u00e0 toa que vem ganhando espa\u00e7o a valoriza\u00e7\u00e3o dos temas de ESG (Environmental, Social and Corporate Governance), no sentido de se criar um novo modelo de di\u00e1logo com seus p\u00fablicos de interesse.<\/p>\n
O impacto gerado por um projeto de infraestrutura transcende o pr\u00f3prio empreendimento, gera inter-rela\u00e7\u00f5es e cria demandas que precisam ser consideradas \u2013 sob o risco de amea\u00e7a ao pr\u00f3prio investimento.<\/p>\n
Neste contexto de conquista de uma licen\u00e7a social, comunica\u00e7\u00e3o \u00e9 um elemento-chave. Mas h\u00e1 v\u00e1rios e novos desafios para compreender o complexo universo da infraestrutura e das rela\u00e7\u00f5es estabelecidas entre o projeto e seus diversos stakeholders. E esses p\u00fablicos, cada vez mais, se inter-relacionam e se \u201cinter-influenciam\u201d: o poder concedente; as ag\u00eancias reguladoras; as comunidades do entorno do projeto; a sociedade civil; os acionistas e investidores; os usu\u00e1rios finais, entre muitos outros. Os gestores de fundos, outro p\u00fablico estrat\u00e9gico, come\u00e7am a definir e cobrar indicadores para tornar tang\u00edveis temas como diversidade, sustentabilidade e governan\u00e7a.<\/p>\n
Nas grandes corpora\u00e7\u00f5es, a mudan\u00e7a da \u00eanfase na gest\u00e3o (do \u201cshareholdismo\u201d para o \u201cstakeholdismo\u201d) tamb\u00e9m institui desafios de comunica\u00e7\u00e3o para a constru\u00e7\u00e3o de narrativas que possuam efic\u00e1cia no trabalho de convencimento e argumenta\u00e7\u00e3o em favor de um projeto.<\/p>\n
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A preocupa\u00e7\u00e3o com os riscos reputacionais dos empreendimentos foi por muito tempo negligenciada no setor de infraestrutura. N\u00e3o foram raros os casos de companhias que ganharam leil\u00f5es para constru\u00e7\u00e3o de projetos gigantescos de usinas hidrel\u00e9tricas ou nucleares, rodovias ou ferrovias que depois se surpreenderam com a resist\u00eancia por parte da popula\u00e7\u00e3o atingida pela obra, com as campanhas de entidades de defesa ambiental ou mesmo com a\u00e7\u00f5es de promotores de Justi\u00e7a para paralisar as obras.<\/p>\n
Privatiza\u00e7\u00f5es de servi\u00e7os essenciais na Am\u00e9rica Latina costumavam ser cercadas de cr\u00edticas e desconfian\u00e7as porque o usu\u00e1rio n\u00e3o conseguia enxergar, de in\u00edcio, o benef\u00edcio de passar a ser atendido por uma empresa privada concession\u00e1ria de telefonia, saneamento, energia ou correios.<\/p>\n
Com as novas demandas por transpar\u00eancia, compromisso social e reputa\u00e7\u00e3o, as companhias v\u00eam encontrando respostas com projetos de Stakeholders Management, para mudar o centro de gravidade da gest\u00e3o de reputa\u00e7\u00e3o, conduzindo o neg\u00f3cio com olhar nos p\u00fablicos estrat\u00e9gicos.\u00a0<\/p>\n
O primeiro grande trunfo que a comunica\u00e7\u00e3o agrega nesta nova abordagem est\u00e1 em aprimorar a auditoria de riscos reputacionais e ajudar na constru\u00e7\u00e3o das a\u00e7\u00f5es para mitig\u00e1-los. O mapeamento das comunidades e cidad\u00e3os afetados pelos empreendimentos de infraestrutura n\u00e3o pode ser pensado apenas do ponto de vista dos impactos econ\u00f4micos, sociais ou ambientais, que s\u00e3o mais palp\u00e1veis. Essa radiografia de p\u00fablicos precisa identificar todos os grupos de interesse no tema e o que os move. A partir disso, deve-se perguntar se a narrativa presente conecta o prop\u00f3sito da companhia ou do projeto com os anseios dos stakeholders todos.<\/p>\n
Os processos de privatiza\u00e7\u00e3o costumam gerar in\u00fameros exemplos na m\u00eddia de como as companhias vencedoras n\u00e3o conseguem transmitir o storydoing do futuro projeto. E, para piorar, muitas vezes o plano de relacionamento e comunica\u00e7\u00e3o com o p\u00fablico local s\u00f3 come\u00e7a a ser implementado quando as obras j\u00e1 se iniciaram, e n\u00e3o antes. Temos a\u00ed outro pilar da comunica\u00e7\u00e3o na infraestrutura: a conex\u00e3o para a efetividade da narrativa e do storydoing.<\/p>\n
As companhias precisam ter em mente que qualquer projeto de infraestrutura, seja a constru\u00e7\u00e3o de uma linha de metr\u00f4, seja a concess\u00e3o de um porto ou aeroporto, passa por diversas fases no campo do relacionamento com os p\u00fablicos, que requerem diferentes abordagens. J\u00e1 foi o tempo em que uma companhia de constru\u00e7\u00e3o civil, em seu plano de relacionamento local, preocupava-se somente com os vizinhos da obra de um edif\u00edcio que est\u00e1 erguendo. N\u00e3o basta enviar flores \u00e0 vizinhan\u00e7a e se desculpar pelos transtornos do barulho. Hoje a popula\u00e7\u00e3o interessada nos efeitos de um empreendimento \u00e9 muito mais ampla e cobra muito mais. Quais s\u00e3o os impactos da obra para a mobilidade e o tr\u00e2nsito local? A construtora trata adequadamente os funcion\u00e1rios\u00ad\u00ad? Os temas de seguran\u00e7a (ambiental e dos trabalhadores) est\u00e3o identificados e s\u00e3o gerenciados?<\/p>\n
Os questionamentos surgem para todo tipo de iniciativa, seja um novo aeroporto ou um projeto e\u00f3lico, seja uma rodovia privatizada que prev\u00ea cobran\u00e7a de ped\u00e1gio. Os stakeholders s\u00e3o cada vez mais exigentes e querem respostas.<\/p>\n
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\u00a0<\/p>\n
Estrat\u00e9gias unidirecionais ou pouco abrangentes no campo da reputa\u00e7\u00e3o simplesmente n\u00e3o funcionam mais, o que amplifica a import\u00e2ncia de modelos comunicacionais mais abertos e participativos, trazendo diversidade de pensamentos e que estejam inseridos nas estrat\u00e9gias de storytelling e de storydoing.<\/p>\n
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Por esses motivos, esse novo universo da infraestrutura tamb\u00e9m est\u00e1 mudando a l\u00f3gica de sua estrat\u00e9gia de comunica\u00e7\u00e3o. Proatividade \u00e9 um elemento cada vez mais valorizado nas a\u00e7\u00f5es de relacionamento, mas ela precisa estar ancorada no conhecimento especializado do setor e na compreens\u00e3o dos riscos e das demandas das pessoas. Isso torna o papel dos profissionais de gest\u00e3o da reputa\u00e7\u00e3o ainda mais estrat\u00e9gico dentro dos projetos das companhias de infraestrutura.<\/p>\n
O mapeamento dos stakeholders, a compreens\u00e3o sobre como se organizam e como se posicionam, a linguagem que utilizam, como se apresentar antes, durante e depois de vencer um leil\u00e3o de infraestrutura, tudo isso come\u00e7a a fazer parte do universo da comunica\u00e7\u00e3o corporativa com olhos para o futuro.<\/p>\n
Trata-se de uma fronteira relativamente nova, mas fundamental para qualquer projeto de infraestrutura, independentemente do pa\u00eds e do cen\u00e1rio onde esteja inserido atualmente. Estamos tratando de um setor cuja cadeia \u00e9 complexa, extensa e repleta de obst\u00e1culos. Uma infraestrutura \u2013desde o projeto conceitual at\u00e9 a opera\u00e7\u00e3o comercial\u2013 mobiliza muitas pessoas, muitos recursos e muitas expectativas.<\/p>\n
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