Assessoria de imprensa versus assessoria de comunicação
Autor: Camila Salles | Publicado: 2010-09-15T11:36:00-07:00

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&nbsp;No decorrer do processo de evolução da atividade de assessoria de imprensa, alguns profissionais do ramo viram a possibilidade de expansão da profissão, atrelando a ela outras áreas de comunicação social. A partir disso, surgiu o conceito de assessoria de comunicação, que engloba as áreas de jornalismo, relações públicas e publicidade e propaganda. O trabalho desses três profissionais, que têm responsabilidades distintas, deve estar integrado e interrelacionado.Além da assessoria de imprensa (que reúne profissionais de jornalismo e relações públicas em prol de um objetivo em comum: veicular informações do assessorado na mídia), uma assessoria de comunicação engloba as atividades de relações públicas (que, nesse contexto, identifica os problemas da instituição e elabora estratégias, melhorando o relacionamento com os diversos públicos – com exceção da mídia) e a de publicidade e propaganda (que trabalha elaborando campanhas promocionais, comerciais, anúncios etc, que são veiculados na mídia paga).As grandes assessorias trabalham com essa gama de profissionais em busca de uma comunicação integrada, com o objetivo de “aprimorar o fluxo de informações com seus públicos interno e externo” (KOPPLIN; FERRARETTO, 2001, p. 11). Entretanto, o objeto de estudo da presente análise compreenderá apenas a atividade de assessoria de imprensa, visto que é a única que presta serviço e estabelece um relacionamento com os veículos de comunicação, necessário para a divulgação dos assessorados na mídia, grande formadora de opinião.