Comunicação Interna: jornalistas X relações-públicas
Autor: Felipe Couto | Publicado: 2012-09-01T16:55:00-07:00

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Afinal, de quem é a responsabilidade dos veículos e as campanhas de
comunicação interna de uma organização? Do relações-públicas ou do jornalista? Essa interrogação
tem gerado certas desavenças e debates acalorados com o passar dos tempos.&nbsp;



Parte da culpa da contenda pode ser atribuída às Relações
Públicas pelo seu eterno problema de conceituação. Se o papel do jornalista é
bem delimitado, não podemos dizer o mesmo do profissional de RP. Diversos
autores categorizam a função com contornos diferentes, sempre acrescentando
novas funções e expandindo o ofício pouco a pouco. O problema é que essa
expansão adentrou um território que os outros comunicólogos se julgavam
"donos".








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Alguns outros fatores, como a saturação de jornalistas no
mercado, bem como a queda do diploma, têm levado diversos bacharéis de
jornalismo a se aventurarem na carreira organizacional e a colidirem com o
profissional de RP, que vive hoje um momento de ascensão.



Os instrumentos de comunicação interna também acirram o
embate. Não seria papel óbvio do jornalista cuidar do House Organ, muitas vezes traduzido como "jornal
interno"? E as novas tecnologias que surgem a todo momento, têm um
"dono"?&nbsp;



Em virtude dos fatos
mencionados, somos levados a acreditar que este desentendimento está muito longe de
acabar. O ideal seria o respeito mútuo entre os profissionais, ou até mesmo que
essa competição torne-se saudável e abrolhe comunicólogos cada vez mais bem
preparados para exercer a função que pleiteiam. Um caminho equivocado seria
repartir ou delimitar papéis distintos para cada comunicólogo, restringindo
mais uma área ainda carente de reconhecimento.&nbsp;&nbsp;