{"id":60552,"date":"2021-02-10T00:00:00","date_gmt":"2021-02-09T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/02\/10\/o-papel-do-dircom-na-era-do-ciberjornalismo\/"},"modified":"2023-10-26T05:46:32","modified_gmt":"2023-10-26T03:46:32","slug":"o-papel-do-dircom-na-era-do-ciberjornalismo","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-br\/ideas\/o-papel-do-dircom-na-era-do-ciberjornalismo\/","title":{"rendered":"O papel do dircom na era do ciberjornalismo"},"content":{"rendered":"<p>[et_pb_section bb_built=&#8221;1&#8243; inner_width=&#8221;auto&#8221; inner_max_width=&#8221;none&#8221;][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_text _builder_version=&#8221;4.4.8&#8243; text_text_shadow_horizontal_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; text_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; text_text_shadow_vertical_length=&#8221;text_text_shadow_style,%91object Object%93&#8243; 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Tradicionalmente, tem sido uma rela\u00e7\u00e3o mutuamente ben\u00e9fica com o prop\u00f3sito comum de transmitir informa\u00e7\u00f5es precisas, verdadeiras, interessantes e \u00fateis para a sociedade. Os departamentos de Comunica\u00e7\u00e3o, na miss\u00e3o de construir a reputa\u00e7\u00e3o de empresas e institui\u00e7\u00f5es e de se relacionar de forma honesta e eficaz com o p\u00fablico, t\u00eam tido um grande aliado nos meios de comunica\u00e7\u00e3o. Da mesma forma, os jornalistas encontraram nesses departamentos um valioso apoio que facilita seu trabalho e os ajuda a cumprir seu prop\u00f3sito, que, como definiram os jornalistas norte-americanos Bill Kovach e Tom Rosenstiel, deveria ser nada mais nada menos que \u201c<em>proporcionar aos cidad\u00e3os o informa\u00e7\u00f5es de que precisam para serem livres e capazes de se governar<\/em> \u201d.<\/p>\n<p>No entanto, isso, que em teoria parece muito bom, na pr\u00e1tica, \u00e0s vezes n\u00e3o \u00e9 t\u00e3o f\u00e1cil de conseguir e o direito leg\u00edtimo de informar dos jornalistas, colide com o direito leg\u00edtimo das empresas de defenderem seus interesses e de serem donos da sua pr\u00f3pria comunica\u00e7\u00e3o.<\/p>\n<p>Por outro lado, desde que as empresas e outras organiza\u00e7\u00f5es se conscientizaram do valor estrat\u00e9gico da comunica\u00e7\u00e3o corporativa como ferramenta essencial de gest\u00e3o, os departamentos de Comunica\u00e7\u00e3o e as consultorias e ag\u00eancias especializadas proliferaram de forma exponencial, o que torna a rela\u00e7\u00e3o entre profissionais de comunica\u00e7\u00e3o institucional e jornalistas cada vez mais complexa. Por um lado, h\u00e1 um excesso de fontes oficiais \u00e1vidas por comunicar, por outro, reda\u00e7\u00f5es cada vez mais reduzidas e jornalistas com menos tempo e espa\u00e7o. A isso se somam os efeitos da revolu\u00e7\u00e3o digital e de uma pandemia que passou a nos impor um distanciamento f\u00edsico e, por consequ\u00eancia, o distanciamento social como modo de vida.<\/p>\n<p>Nesse contexto, o que uma diretoria de Comunica\u00e7\u00e3o pode ou deve fazer para construir e fortalecer o relacionamento com um de seus principais stakeholders? Como captar o interesse de jornalistas na era da economia da aten\u00e7\u00e3o? Como deixar de ser mais um e-mail n\u00e3o aberto na caixa de mensagens recebidas ou uma chamada perdida? 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