Ética e práxis das relações públicas no ethos militar: um olhar sobre a política de comunicação da Marinha do Brasil

Abstract

Ethics is one of the oldest areas of study and yet it has gained more and more space and significance by public and private organizations. It is also considered by many authors as the center of Public Relations (PR) activity. For this investigation, ethics in the praxis of PR in a military institution, the Brazilian Navy, was chosen as a case study. Therefore, the research is framed within an insider research perspective, since the object of study analyzed is the researcher's work environment. The main objective was to investigate whether the communication policy of the Brazilian Navy is aligned with the global principles and values emanating from contemporary PR. For this, a mixed methodology was used, eminently qualitative, with interviews with authors who participated in the elaboration of this policy and documental analysis of the Manual of Social Communication of the Navy, in the light of Bardin (2011). The results obtained indicate that the Brazilian Navy, a member of the Brazilian Armed Forces, has a particular ethos and that its communication policy already systematizes ethical principles of PR. The communication policy also covers all the themes proposed by the Global Alliance for Public Relations and Communication Management (global ethical standards) diluted throughout the document.