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Abstract(s)
A comunicação política é a ferramenta que mantém em contacto os partidos políticos e os cidadãos. Recentemente, a sua prática tem sido obrigada a adaptar-se às alterações, decorrentes da evolução técnica dos meios de comunicação. Tal reflete-se na realidade virtual e participativa.
A web 2.0 trouxe não só a digitalização dos meios de comunicação tradicionais, mas também a oportunidade de as organizações se aproximarem dos públicos através das ferramentas dialógicas. Estas ferramentas, uma vez integradas nos websites partidários, abrem as portas da sede digital às opiniões dos cidadãos, agora chamados “utilizadores”. Estes são conhecedores do meio, produzem informação e percebem quando as organizações realmente tomam em consideração as suas opiniões e interesses.
Neste sentido, o papel do profissional de relações públicas é cada vez mais relevante na gestão dos relacionamentos com os públicos através do diálogo. E como a internet é um meio em constante mudança, a organização partidária, juntamente com os responsáveis de relações públicas, deve preocupar-se em desenvolver uma comunicação responsável, que transmita confiança aos públicos e que respeite o ciclo natural do diálogo.
Political communication is the tool that keeps in contact parties and citizens. Recently, its practice has been forced to adapt to changes resulting from technical developments in the media. Such adaptation is reflected in the virtual and participatory reality. Web 2.0 has brought with it not only the digitalization of traditional media, but also the opportunity for organizations to approach the public through the dialogic tools. These tools, once integrated in party websites, open the doors of digital headquarters to the views of citizens, now called “users”. These are knowledgeable of the environment, produce information and realize when organizations really take into account their opinions and interest. In this sense, the role of the public relations professional is increasingly important in the management of relationships with the public through dialogue. And since the internet is a means that is changing continuously, the party organization, together with the heads of public relations, should be concerned with developing a responsible communication, to transmit confidence to the public and respect the natural cycle of dialogue.
Political communication is the tool that keeps in contact parties and citizens. Recently, its practice has been forced to adapt to changes resulting from technical developments in the media. Such adaptation is reflected in the virtual and participatory reality. Web 2.0 has brought with it not only the digitalization of traditional media, but also the opportunity for organizations to approach the public through the dialogic tools. These tools, once integrated in party websites, open the doors of digital headquarters to the views of citizens, now called “users”. These are knowledgeable of the environment, produce information and realize when organizations really take into account their opinions and interest. In this sense, the role of the public relations professional is increasingly important in the management of relationships with the public through dialogue. And since the internet is a means that is changing continuously, the party organization, together with the heads of public relations, should be concerned with developing a responsible communication, to transmit confidence to the public and respect the natural cycle of dialogue.
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Keywords
Comunicação Dialógica Comunicação Política Participação Partido Socialista Relações Públicas Web 20