Comunicação Social: o papel das relações públicas nos objetivos estratégicos da Marinha do Brasil

Abstract

The Social Communication of the Navy has several permanent goals that are important for the Brazilian Navy to achieve its strategic objectives. Thus, public relations using marketing and relationship tools guide actions that are decisive in identifying and attracting stakeholders of interest both as means of carrying out interactions and the end public, that is, those who will be influenced by the activities carried out. To carry out all these interactions, the use of financial resources that do not come from the budget is envisaged, but from partnerships that public relations allow access. Thus, carrying out a division of tasks where everyone wins, both the Brazilian Navy and other partner institutions, it is possible to achieve different objectives in synergistic actions. In order to reach multiple audiences, it is necessary to be where people go and are present, which allowed by the most modern technological advances, requires institutions to pay attention to all channels for access by their stakeholders. Therefore, the general objective of this work is to show whether the Navy's relationships with other institutions can contribute to a greater approximation with the Brazilian population and consequently open the way for obtaining support, through popular pressure, of the parliamentary will regarding the pertinence of the scope of the strategic Defense objectives, including hose of the Brazilian Navy. In this sense, three projects that were and are being conducted by the Social Communication Center of the Navy will be evaluated, which in partnership with three different institutions and with different themes and access channels, will show the importance of these joint ventures.