Comunicação pública e organizacional: as estratégias comunicacionais da prefeitura de Curitiba no Facebook

Abstract

This study aims to analyze the communication strategies developed by the City of Curitiba on Facebook considering the public institutions communication assumptions. Therefore, we use as a theoretical framework to encompass the communication of public institutions two main concepts: Public Communication and Organizational Communication. As a theoretical framework of Public Communication we use: Heloiza Matos (2009), Pierre Zémor (2009), Elizabeth Brandão (2006), Marina Koçouski (2012) and Kunsch (2012). We have to approach the Organizational Communication we relied upon Rudimar Baldissera (2009), Kunsch Margaret (2003) and Maria Oliveira (2012). To achieve the overall goal, we list three specific goals are: 1) To study the theoretical frameworks that address the communication of public institutions; 2) Understanding the intentions of the page managers; 3) identify communication strategies. In order to achieve the proposed objectives, we use three techniques: a) literature research, b) interviews and c) Collection of publications. The literature theoretically based the interview which in turn, complements the analysis of publications. Therefore, we will use content analysis (Bardin, 1977) to analyze the publications of City Hall on Facebook, because the content of the publications is the product of communication of public institutions. After the content analysis, we identified six communication strategies developed in the City Hall page are: educational campaigns, marketing background information, institutional, accountability, management and public service. The identified communication strategies follow the Public Communication and Organizational Communication assumptions, but do not include strategies to dialogue or negotiation spaces with citizens.