Autor: Profa. Dra. Marta Cardoso de Andrade | Publicado: 2014-07-08T14:53:00-07:00

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As Relações Públicas (RP) e seus
desafios, desafios, desafios ... (parte 1)





Fiquei me perguntando porque
algumas áreas (a citar a de Recursos Humanos, Jornalismo, Publicidade e
Propaganda, Marketing, Administração entre outras) estão agora exercendo e/ou
querendo exercer atividades dos relações públicas e, o pior, afirmando que essas
fazem parte de seu descritor de funções. Depois de muito (ou pouco) pensar,
cheguei a seguinte resposta: apesar de sermos os construtores da percepção do
nosso contratante na mente dos seus stakeholders
(ou seja, somo os construtores da imagem), igualmente (um paradoxo
interessante) somos péssimos como formadores da nossa própria imagem.



O mundo empresarial brasileiro
não sabe o que é e o que faz as Relações Públicas. Daí, todo mundo termina por
desempenhar as atividades que cabem a essa área do saber.&nbsp; Ninguém irá consultar um profissional de
Recursos Humanos (RH) com dor de garganta, mas as empresas entregam a esse a
Comunicação Interna (área que estabelece o diálogo, através da comunicação,
entre a organização com o seu público interno – administradores, funcionários
fixos, os terceirizados e os de contrato temporário). Mesmo que vá ao RH para
curar a referida dor e esse estabeleça até um diagnóstico satisfatório, o
Conselho Federal ou Regional de Medicina irá puni-lo com multa e, no mínimo, um
processo de exercício ilegal da profissão. Assim, por que o Conselho Federal ou
Regional de Relações Públicas vive no lema brasileiro do “[...] deitado
eternamente em berço esplêndido, ao som do mar à luz do céu profundo [...]”?
Leio, mês após mês, reportagens na Melhor:
gestão de pessoas (publicação da Associação Brasileira de Recursos Humanos)
em que os RH se apropriam da Comunicação Interna e os relações públicas nada
fazem.



Concordo que as RP precisam
educar o mercado, divulgando a sua profissão, mas, do jeito que vai, não
sobrará muito a exercer, pois sempre digo que “quem não se apropria do que lhe
é de direito, alguém o faz” e, depois, para tomar de volta, será infinitamente mais
difícil, quiçá impossível.