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Authors
Advisor(s)
Abstract(s)
A vivência num ambiente VUCA - dano colateral à Globalização - veio enredar a sociedade
contemporânea num só apelido: o risco.
Embora livre em circulação e unida pela revolução digital, a sociedade de risco encontra-se
simultaneamente presa a uma conjuntura volátil e dividida entre dois polos do conhecimento - o
técnico-científico, dos especialistas/decisores; e o popular, do público leigo - cada um com a sua
linguagem e perceção sobre risco.
Compreende-se, portanto, que educar sobre risco se torna desafiante quando prevalece uma relação
de desconfiança e indiferença entre organismos de proteção civil e o público.
Revela-se urgente gerir a relação entre ambos os players através de planos de comunicação
estratégicos e integrados, capazes de simetrizar, num processo de governança funcional, os
múltiplos níveis de consciência sobre risco - função análoga à prática das Relações Públicas (RP).
Apesar da abundante literatura sobre risco e a crescente bibliografia sobre comunicação
estratégica/RP, poucos são os estudos académicos que articulam as duas áreas. Assim, a presente
dissertação compromete-se, nos moldes de um estudo qualitativo, (1) a posicionar a comunicação
estratégica do risco na estrutura organizativa de um governo local - a partir de um estudo de caso
numa Câmara Municipal - e (2) a analisar os esforços que essa autarquia deposita no planeamento
de uma comunicação capaz de alertar e capacitar os munícipes para agir em resposta a uma
eventual ameaça no Concelho.
Na sua essência, esta pesquisa científica pretende responder a apenas uma premissa: provar o papel
crucial que as RP do risco podem desempenhar, em organizações responsáveis pela segurança e
proteção civil, para a construção de comunidades mais alerta, conscientes, atuantes e resilientes
face ao risco.
ABSTRACT: The living condition in a VUCA environment - collateral damage to Globalization - came to enroll contemporary society in a unique surname: risk. Although free in circulation and bound together by the digital revolution, risk society is simultaneously stuck in a volatile conjuncture and divided between two knowledge clusters – the scientific-technical, from the decision makers/specialist; and the popular, from the lay audience – each with its own language and perception of risk. It is, consequently, understandable that educating about risk becomes challenging when a relationship of distrust and indifference prevails between organisms of civil protection and the public. It becomes urgent to manage the relation between both players through strategic and integrated communication plans, capable of sharing in a functional governance process, the multiple levels of conscience about risk – similar function to the practice of Public Relations (PR). Despite the abundant literature about risk and the increasing bibliography about strategic communication/PR, there are few academic studies that relate both areas. Therefore, the current dissertation, taking into account qualitative study molds, commits to (1) position strategic risk communication in the local government organizational structure – starting from a particular case study – and to (2) analyze the efforts that the municipality deposits in planning a communication capable of warning and capacitating the civilians to act as a response to a potential threat for the local community. In its essence, this scientific research intends to answer to a single premise: to prove the key role that risk public relations can perform, in organizations responsible for security and civil safety, to promote a more alert, conscious, acting and resilient communities when facing risk.
ABSTRACT: The living condition in a VUCA environment - collateral damage to Globalization - came to enroll contemporary society in a unique surname: risk. Although free in circulation and bound together by the digital revolution, risk society is simultaneously stuck in a volatile conjuncture and divided between two knowledge clusters – the scientific-technical, from the decision makers/specialist; and the popular, from the lay audience – each with its own language and perception of risk. It is, consequently, understandable that educating about risk becomes challenging when a relationship of distrust and indifference prevails between organisms of civil protection and the public. It becomes urgent to manage the relation between both players through strategic and integrated communication plans, capable of sharing in a functional governance process, the multiple levels of conscience about risk – similar function to the practice of Public Relations (PR). Despite the abundant literature about risk and the increasing bibliography about strategic communication/PR, there are few academic studies that relate both areas. Therefore, the current dissertation, taking into account qualitative study molds, commits to (1) position strategic risk communication in the local government organizational structure – starting from a particular case study – and to (2) analyze the efforts that the municipality deposits in planning a communication capable of warning and capacitating the civilians to act as a response to a potential threat for the local community. In its essence, this scientific research intends to answer to a single premise: to prove the key role that risk public relations can perform, in organizations responsible for security and civil safety, to promote a more alert, conscious, acting and resilient communities when facing risk.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Sociedade de risco Comunicação estratégica do risco Relações públicas Governança Governo local Risk society Strategic communication of risk Public relations Governance Local government
Citation
Nunes, M.M.M. (2021). A comunicação do risco enquanto ativo crítico das relações públicas: o caso do setor público municipal. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13230
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social