Comunicação pública da educação em Sergipe : estudo de caso das assessorias da Seduc, Semed e UFS

Abstract

Communication is indispensable for the existence of organizations, including public ones because public communication leads to citizenship through the dissemination of information of public interest and mediation between the organization and society. This work is a case study of the public communication made by three public organizations within the field of education in Sergipe: Secretaria do Estado e da Cultura (Seduc), Secretaria Municipal da Educação (Semed) and the Federal University of Sergipe (UFS). It has the purpose of understanding the work done by the communication department, analyzing which products and processes are aimed at public communication, what is directed to institutional communication, and how interaction with the public occurs. To do so, structured interviews were conducted with representatives of the three chosen organizations, also it was analyzed with a quantitative approach to the digital content produced. After obtaining this information, it was applied the Metodologia da Relação das Relações Públicas (MRRP), developed by Bianca Marder Dreyer, to obtain the diagnosis of the real level of the institutions' relationship with the public. Given the importance of the communication consultancy area, this study can bring contributions to students and professionals who have an interest in working in the area, as well as contribute as a reference for new practices by analyzing what was done by the organizations. The results show that public communication is the base of the content produced by the three organizations and is intertwined with institutional communication in order to not only guarantee public interest, but also to build a good organizational image for society.