Comunicação pública na gestão pública: sustentabilidade, mobilidade urbana e o caso do BRT - Belém

Abstract

The analyses about the importance of communication on public management mentions the aspects that refers to the tools of communication and the way how it must be used, since the case of BRT-Belém, is the goal of this work. The goal consisted in analyses the project, since the presentation to population: how it was realized the public communication, the tools utilized and the results. The understanding of the concept of public communication is made through an holistic vision in which the communicative process must be integrated, regardless it´s characteristics: internal communication market exchange or institutional. This integrated is conceptualized as organizational communication. On this regard, it´s looked that the communicative strategies adopted by the organization been converge to a result, which is the proposal of the organization. In case of the public organization, the proposal is the society and the common goal to all or to the most of citizen. To reach the end, the communication is fundamental. This is what keeps the society informed about the progress of public management, it´s decisions, investments, accomplishment of works and public campaigns. The tools of public communication is determining to keep an harmonious or respect and confidence between the public management and society. In case of BRT-Belém, the process of interaction and public management, and the means of communication wasn´t effective, as we will see on this work. This case of positioning of institutions may result on omission of information, mismatch information and, even, negative exposition on midia. Those results may be seen on BRT-Belém project.