A importância da assessoria de comunicação nas instituições públicas: um diagnóstico da comunicação na Universidade Estadual do Maranhão (UEMA)

Abstract

The purpose of this abstract is to analyse the importance of a Communication and Press Office in Public Institutions, identifying some variables in UEMA (Maranhao State University). To develop this topic, a bibliographic, documented, descriptive and field research was used. The research starts with data obtention about the Higher Education in Brazil, its historical context, its new configurations and their academic organization.Secondly, the study focuses on the relevance of communication in this institutions, their image construction, their means of communication with the the environment, their main communication tools and then, on the communication consulting/assessorship, its history in Brazil, its related fields, its developed activities and the importance of a planning to the press/ communication office. Afterwards, we present the Maranhao State University (UEMA), its history, goals, principles, mission, function and importance to the local community. The final phase involves the analysis and diagnosis of communication in UEMA, based on a field research on its Press Office and the UemaNet and 'Darcy Ribeiro" Program Departments to finally present some possible variables, within a practice-theory related approach. The authors verified that it takes to open and spread more channels of communication and develop a plan, based on strategic communication actions