Confiança e transparência na profissão e nos profissionais de comunicação estratégica
Mots-clés :
profissionais de relações públicas, confiança, transparência, organizações, ECM2019Résumé
A análise dos conceitos de confiança e transparência evidencia a importância da atuação dos profissionais de comunicação e relações públicas (RP) na criação de narrativas e de processos que contribuam para as relações entre organizações e públicos e para o desenvolvimento da confiança nestas relações. Estes profissionais procuram assegurar o acesso à informação, a adequação da atuação das organizações às mensagens que são veiculadas com o intuito de as apresentar e as tornar percetíveis como transparentes. Desenvolveu-se um estudo empírico de natureza dedutiva, tendo-se recorrido ao método quantitativo alicerçado num inquérito por questionário com distribuição internacional – European Communication Monitor (ECM) – 2019. No âmbito deste artigo foram analisadas as respostas às sete questões que abordam os temas relativos à confiança nas profissões de relações públicas e comunicação estratégica, à confiança nos departamentos e agências de comunicação, à confiança pessoal, à confiança noutros profissionais de comunicação, aos processos de construção da confiança nas organizações e seus desafios, e à transparência das organizações. Os resultados evidenciam que tanto em Portugal, como na Europa, a confiança pessoal é percebida como mais elevada que a confiança de nível meso e macro. A perceção geral da confiança na profissão por pessoas comuns é mesmo a mais baixa. Ao nível da transparência, os profissionais inquiridos assinalam maior dificuldade em assegurar transparência sobre políticas e estratégias associadas à liderança da organização, assimcomo, de processos internos.
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