{"id":58623,"date":"2021-02-10T00:00:00","date_gmt":"2021-02-09T23:00:00","guid":{"rendered":"https:\/\/llyc.global\/2021\/02\/10\/o-papel-do-diretor-de-comunicacao-na-era-do-ciberjornalismo\/"},"modified":"2023-10-27T09:49:56","modified_gmt":"2023-10-27T07:49:56","slug":"o-papel-do-diretor-de-comunicacao-na-era-do-ciberjornalismo","status":"publish","type":"post","link":"https:\/\/llyc.global\/pt-pt\/ideas\/o-papel-do-diretor-de-comunicacao-na-era-do-ciberjornalismo\/","title":{"rendered":"O papel do diretor de comunica\u00e7\u00e3o 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; 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header_4_text_shadow_blur_strength=&#8221;header_4_text_shadow_style,%91object Object%93&#8243; header_4_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_5_text_shadow_horizontal_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_5_text_shadow_vertical_length=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_5_text_shadow_blur_strength=&#8221;header_5_text_shadow_style,%91object Object%93&#8243; header_5_text_shadow_blur_strength_tablet=&#8221;1px&#8221; header_6_text_shadow_horizontal_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_horizontal_length_tablet=&#8221;0px&#8221; header_6_text_shadow_vertical_length=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_vertical_length_tablet=&#8221;0px&#8221; header_6_text_shadow_blur_strength=&#8221;header_6_text_shadow_style,%91object Object%93&#8243; header_6_text_shadow_blur_strength_tablet=&#8221;1px&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243;]<\/p>\n<p>&nbsp;<\/p>\n<p>No dia a dia dos diretores de comunica\u00e7\u00e3o, a rela\u00e7\u00e3o com os meios de comunica\u00e7\u00e3o foi sempre fundamental. Tradicionalmente, tratava-se de uma rela\u00e7\u00e3o mutuamente ben\u00e9fica, com o objetivo comum de transmitir \u00e0 sociedade informa\u00e7\u00e3o rigorosa, ver\u00eddica, interessante e \u00fatil. Os departamentos de comunica\u00e7\u00e3o, tendo por miss\u00e3o construir a reputa\u00e7\u00e3o de empresas e institui\u00e7\u00f5es, bem como fazer a liga\u00e7\u00e3o de forma honesta e eficaz com os cidad\u00e3os, encontraram nos meios de comunica\u00e7\u00e3o um grande aliado. Do mesmo modo, os jornalistas encontraram nestes departamentos um valioso aliado que lhes facilita o trabalho e os ajuda a conseguir atingir o objetivo deste que, como definiram Bill Kovach e Tom Rosenstiel, jornalistas norte-americanos, deveria ser apenas o de \u00abfornecer aos cidad\u00e3os a informa\u00e7\u00e3o de que necessitam para serem livres e se autogovernarem\u00bb.<\/p>\n<p>Contudo, o que soa muito bem em teoria muitas vezes n\u00e3o \u00e9 t\u00e3o simples de conseguir na pr\u00e1tica, e o leg\u00edtimo direito dos jornalistas de informar colide com o leg\u00edtimo direito das empresas de defenderem os pr\u00f3prios interesses e de serem respons\u00e1veis pela pr\u00f3pria comunica\u00e7\u00e3o.<\/p>\n<p>Al\u00e9m disso, desde que as empresas e outras organiza\u00e7\u00f5es tomaram consci\u00eancia do valor estrat\u00e9gico da comunica\u00e7\u00e3o corporativa enquanto ferramenta imprescind\u00edvel de gest\u00e3o, os departamentos de comunica\u00e7\u00e3o e as consultoras e ag\u00eancias especializadas nesta mat\u00e9ria proliferaram exponencialmente, o que torna esta rela\u00e7\u00e3o entre os profissionais da comunica\u00e7\u00e3o institucional e os jornalistas cada vez mais complexa. Por um lado, h\u00e1 um excesso de fontes oficiais desejosas de comunicar, por outro, reda\u00e7\u00f5es cada vez mais reduzidas e jornalistas com menos tempo e espa\u00e7o. A tudo isto h\u00e1 ainda a acrescentar os efeitos da revolu\u00e7\u00e3o digital e de uma pandemia que veio impor o distanciamento f\u00edsico e, consequentemente, o social enquanto modo de vida.<\/p>\n<p>Neste contexto, o que podem ou devem fazer os diretores de comunica\u00e7\u00e3o para construir e consolidar a rela\u00e7\u00e3o com um dos <em>stakeholders <\/em>fundamentais? Como captar o interesse dos jornalistas na era da economia da aten\u00e7\u00e3o? Como deixar de ser mais um <em>e-mail<\/em> que fica por abrir na caixa de entrada ou uma chamada eternamente n\u00e3o atendida? O presente relat\u00f3rio tenta dar resposta a estas perguntas e ajudar os profissionais de comunica\u00e7\u00e3o a reinventar uma rela\u00e7\u00e3o que seja enriquecedora e que d\u00ea frutos para as duas partes.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row][et_pb_column type=&#8221;4_4&#8243; custom_padding__hover=&#8221;|||&#8221; custom_padding=&#8221;|||&#8221;][et_pb_divider _builder_version=&#8221;4.4.8&#8243; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; vertical_offset_tablet=&#8221;0&#8243; horizontal_offset_tablet=&#8221;0&#8243; z_index_tablet=&#8221;0&#8243; \/][et_pb_code _builder_version=&#8221;4.4.8&#8243; text_orientation=&#8221;center&#8221; box_shadow_horizontal_tablet=&#8221;0px&#8221; box_shadow_vertical_tablet=&#8221;0px&#8221; box_shadow_blur_tablet=&#8221;40px&#8221; box_shadow_spread_tablet=&#8221;0px&#8221; 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