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Ao desenvolver uma campanha de endomarketing com o objetivo de estimular os colaboradores a adotarem uma nova postura ou comportamento, é importante pensar em cinco aspectos, a saber:
i. Desafios propostos de forma lúdica;
ii. Estímulos e incentivos constantes;
iii. Informação para gerar envolvimento;
iv. Reconhecimento permanente; e
v. Recompensas opcionais.
Sobre os estímulos e desafios constantes, assinale a afirmativa que apresenta o exemplo correto.
Para ajudar na compreensão do contexto, dos sentimentos e das nuances por trás das interações online, existem ferramentas digitais de monitoramento e escuta social.
Assinale a opção que indica uma delas.
O Manual de Comunicação da Câmara dos Deputados ressalta o compromisso da comunicação pública com o uso de linguagem simples para ajudar a “tornar assuntos complicados mais fáceis de entender,” o que, segundo a publicação, “aproxima o Parlamento das pessoas e incentiva maior participação da sociedade nas decisões políticas.”
Esse tipo de linguagem estaria corretamente usada em
Observe a página a seguir, que traz a foto do economista Mauro Osório.
Ela integra o primeiro número da revista Diálogo, disponível no site da Assembleia Legislativa do Estado do Rio de Janeiro e exemplifica um tipo de matéria na qual o texto é apresentado sob forma de perguntas e respostas.
Esse tipo de entrevista é conhecido como
Leia o texto a seguir, assinado por Jorge Duarte, presidente da Associação Brasileira de Comunicação Pública.
Caso INSS também é exemplo da crise de comunicação
Onde há vácuo de informação oficial, instala-se a desinformação, mina-se a confiança e florescem oportunismos. Não é só má-fé de terceiros: há omissão do Estado.
Mesmo em um país acostumado a escândalos com recursos públicos, o caso recente do INSS impressiona pela quantidade de pessoas afetadas, pelo volume financeiro envolvido e pela facilidade com que poderia ter sido evitado. Bastariam mecanismos básicos de controle, transparência ativa e respeito ao interesse público. O cidadão deveria saber, por óbvio, em qualquer situação e não apenas nesta, que haveria desconto, por quê, para quem, e ter como impedir com facilidade.
Esse episódio escancara uma falha estrutural: a comunicação.
O Estado segue incapaz de estabelecer relações confiáveis com a população. Onde há vácuo de informação oficial, instala-se a desinformação, mina-se a confiança e florescem oportunismos. Não é só má-fé de terceiros: há omissão do Estado. Falhou a prestação do serviço, falhou a comunicação pública.
(Correio Brasiliense, maio de 2025.)
Esse tipo de texto é característico de um(a)
Leia o trecho inicial da matéria intitulada “Alerj aprova criação do Disque-Barricada para recebimento de denúncias da população”, disponível no site da Assembleia Legislativa do Estado do Rio de Janeiro.
O Disque-Barricada poderá ser implementado no Estado do Rio de Janeiro. O canal oficial será destinado ao recebimento de denúncias sobre a existência de obstáculos, bloqueios, barricadas ou quaisquer estruturas colocadas irregularmente em vias públicas que comprometam a livre circulação de pessoas e veículos. É o que determina o Projeto de Lei 6.803/2025, que a Assembleia Legislativa do Estado do Rio de Janeiro (Alerj) aprovou, em discussão única, nesta quinta-feira (18/12). A medida segue para o governador, que tem até 15 dias úteis para sancioná-la ou vetá-la.
(https://www.alerj.rj.gov.br/Visualizar/Noticia/82153#:~:text=O%20Disque%2DBarri cada%20ser%C3%A1%20implementado,circula%C3%A7%C3%A3o%20de%20pessoas %20e%20ve%C3%ADculos. Adaptado.)
O texto é um exemplo de lead
Cabe ao assessor de imprensa tentar abrir espaços positivos na mídia, sem esquecer que seu papel é representar o assessorado.
Por isso, nos órgãos públicos o assessor deve
Sobre a comunicação de crise, leia o fragmento a seguir.
Não saber se comunicar agrava o efeito negativo das crises. Vimos como as crises são componentes naturais da vida das empresas ou dos governos. Falhas na comunicação podem atrapalhar um bom trabalho na parte operacional. Quem se descuida da comunicação, preocupado apenas em resolver a crise, sentirá os efeitos quando a mídia estiver falando sobre a crise. A opinião pública estará mais disposta a tolerar um tropeço, até compreendê-lo e amenizá-lo, se ela perceber a organização empenhada numa solução respeitosa para com os stakeholders e contando a verdade. Simpáticos, indiferentes ou céticos, tudo irá depender de como os jornalistas, blogueiros, influencers das redes sociais ou outros formadores de opinião irão retratar a crise. Mas dependerá muito mais da organização do que da mídia.
(FORNI, 2019: 141.)
Sobre a relação entre a organização e os representantes da mídia, assinale a afirmativa correta.
Leia a matéria a seguir.
Alerj celebra 50 anos com visita guiada teatralizada no Palácio Tiradentes
Evento gratuito será realizado no próximo dia 15/03 e promoverá interação do público com personagens históricos. Em celebração ao seu aniversário de 50 anos, a Assembleia Legislativa do Estado do Rio de Janeiro (Alerj) realiza visita guiada teatralizada neste sábado (15/03), no Palácio Tiradentes. A sede histórica do Parlamento abre suas portas ao público das 10h às 17h, com sessões de hora em hora.
(...) Será possível revisitar momentos históricos desde o dia 15 de março de 1975, quando, no Plenário Barbosa Lima Sobrinho, foi realizada a primeira sessão da ALERJ. Projetos de Lei que transformaram a sociedade - como a criação do passe livre nos transportes públicos e Lei de Cotas - fazem parte do roteiro, além de personagens que representam o voto feminino e Tiradentes, líder da Inconfidência Mineira que tem seu nome no palácio.
(https://www.alerj.rj.gov.br/Visualizar/Noticia/74072)
De acordo com o composto da Comunicação Integrada, proposto por Margarida Kunsch, esse tipo de evento integra a comunicação
As entrevistas coletivas tendem a ser supervalorizadas por muitas fontes, que sonham em se ver cercadas de jornalistas fazendo perguntas sobre alguma realização.
Sobre essa estratégia de assessoria de imprensa, avalie as afirmativas a seguir.
I. As entrevistas coletivas tendem a seguir uma sequência básica que se inicia com a informação das regras (como serão feitas as perguntas, critérios e outros aspectos que possam gerar conflitos ou dúvidas), apresentação da fonte, exposição do tema, questionamentos e encerramento.
II. As entrevistas coletivas ocorrem apenas para transmitir informações não factuais, positivas e relevantes para a instituição e pela praticidade de reunir jornalistas de veículos diferentes do mesmo meio, ao mesmo tempo.
III. O assessor precisa avaliar riscos e vantagens de se optar por uma entrevista coletiva e preparar as fontes, para que elas possam encerrar o encontro frente à primeira pergunta embaraçosa dos jornalistas.
Está correto o que se afirma em
A Assembleia Legislativa do Estado do Rio de Janeiro (Alerj), apresenta-se como a primeira casa legislativa do país e a primeira instituição pública do Estado a lançar seu Portal da Transparência, em 21 de maio de 2012.
Nesse ambiente é possível acessar as informações listadas a seguir, à exceção de uma. Assinale-a.
Um profissional de Relações Públicas foi nomeado perito para esclarecer a Justiça em matéria de sua competência. Porém, uma das partes envolvidas no processo é concorrente direto de um cliente seu.
Neste caso, de acordo com o Código de Ética dos Profissionais de Relações Públicas, o profissional deve
Leia o trecho da nota oficial emitida pela Federação Nacional dos Jornalistas (Fenaj).
“Fenaj questiona resolução do Conferp e denuncia constrangimento a jornalistas que atuam em assessorias de imprensa.
Uma resolução normativa do Conselho Federal de Profissionais de Relações Públicas (CONFERP), publicada em 27 de outubro, gera sobreposição entre profissões regulamentadas distintas, com impacto direto sobre o exercício profissional de jornalistas e outros trabalhadores, e seu enquadramento sindical.”
(4 de dezembro de 2025.)
Sobre a resolução do Conferp e seus impactos, avalie as afirmativas a seguir.
I. Os bacharéis advindos de qualquer curso das áreas de ciências humanas e ciências sociais aplicadas poderão obter registro e desempenhar funções de profissional de Relações Públicas, disputando o mercado de assessoria de imprensa com os jornalistas.
II. Os profissionais advindos dos cursos superiores conexos, entre eles o de Jornalismo, após a obtenção do registro profissional de Relações Públicas, passam a estar sujeitos às regras de deontologia previstas no Código de Ética Profissional editado pelo Conferp.
III. Os únicos cursos em nível de graduação tecnológica aceitos para emissão de registro profissional de Relações Públicas são Assessoria de Comunicação, Comunicação Corporativa e Comunicação Institucional, antes exclusivos para o registro de Jornalista.
Está correto o que se afirma em
Read the following text and answer the next five question.
The implications of a rapidly changing information ecosystem on how governments communicate
Public communication does not happen in a vacuum: the context in which it occurs is core to understanding the challenges and opportunities it faces. Indeed, the analysis of its role for policy and governance mechanisms is made urgent by shifts in the information ecosystem that have transformed the function over the past decade and raised important implications for democracy. The technological revolution that has connected the world through social media has given rise to online social movements and simplified the creation and sharing of content and data. Such changes have also facilitated, however, the spread of mis- and disinformation, contributed to undermining the role of traditional information gatekeepers, and have fundamentally changed how governments communicate. Whereas until the early 2000s a so-called “one-to-many” model of communication prevailed, this has shifted today to a “many-to-many” model. Anyone can be both a producer and a consumer of information, and anybody with an internet connection has the potential to engage with and influence public debates.
Traditionally, governments had largely relied on traditional media to amplify official messages to reach citizens. With the advent of digital channels, this approach has gradually lost its primacy to direct institution-to-individual communication via online platforms that bypass traditional media. This shift has also enabled a broader scope for governments to communicate about more diverse policy issues targeted to more specific audiences, as traditional media tend to concentrate on “newsworthy” subjects and political affairs, often under-reporting less mainstream issues. The unprecedented volumes of data that promise to make communication ever more precise, combined with the direct, unmediated access to vast and diverse publics, are some of the opportunities and challenges that have emerged.
At the same time, digital platforms have altered patterns in eople’s consumption of information and raised demands on their attention. The latter has become a resource that technology companies sell to advertisers. In turn, the design of online platforms and their algorithms, and the massive increase in the volume of information served to increase competition for what content people pay attention to, while making focus more superficial. As governments compete with all other information sources for the public’s attention, cognitive and psychological factors such as information overload can undermine the efficacy of even well-crafted content.
Online and social media have also heightened the pace at which information travels, accelerated the news cycle, and enabled a wider range of actors to drive discussions on policy issues. Taken together, digital technologies have produced a complex information ecosystem that has made it more challenging for official messages to “cut through the noise”. Cumulatively, these changes require considerable adjustments to practices, public officials’ skills, and even to how communication is organised, if governments are to make the most of the digital transformation and ensure it can promote better governance. […]
The ability for governments to use the communication function to promote constructive democratic spaces is critically threatened by widespread mis- and disinformation. When falsehoods spread extensively and rapidly on issues of public policy, official messages are drowned out, creating significant challenges for public communicators to get key information out to all groups in society. Whether in the context of elections, health crises, migration or climate change, mis- and disinformation cast evidence and facts into doubt, sow distrust, and work against policy goals.
Adapted from: https://www.oecd.org/content/dam/oecd/en/publications/ reports/2021/12/oecd-report-on-public-communication_b74311bc/22f8031c-en.pdf
The text ends by pointing out the need for governments to be:
Read the following text and answer the next five question.
The implications of a rapidly changing information ecosystem on how governments communicate
Public communication does not happen in a vacuum: the context in which it occurs is core to understanding the challenges and opportunities it faces. Indeed, the analysis of its role for policy and governance mechanisms is made urgent by shifts in the information ecosystem that have transformed the function over the past decade and raised important implications for democracy. The technological revolution that has connected the world through social media has given rise to online social movements and simplified the creation and sharing of content and data. Such changes have also facilitated, however, the spread of mis- and disinformation, contributed to undermining the role of traditional information gatekeepers, and have fundamentally changed how governments communicate. Whereas until the early 2000s a so-called “one-to-many” model of communication prevailed, this has shifted today to a “many-to-many” model. Anyone can be both a producer and a consumer of information, and anybody with an internet connection has the potential to engage with and influence public debates.
Traditionally, governments had largely relied on traditional media to amplify official messages to reach citizens. With the advent of digital channels, this approach has gradually lost its primacy to direct institution-to-individual communication via online platforms that bypass traditional media. This shift has also enabled a broader scope for governments to communicate about more diverse policy issues targeted to more specific audiences, as traditional media tend to concentrate on “newsworthy” subjects and political affairs, often under-reporting less mainstream issues. The unprecedented volumes of data that promise to make communication ever more precise, combined with the direct, unmediated access to vast and diverse publics, are some of the opportunities and challenges that have emerged.
At the same time, digital platforms have altered patterns in eople’s consumption of information and raised demands on their attention. The latter has become a resource that technology companies sell to advertisers. In turn, the design of online platforms and their algorithms, and the massive increase in the volume of information served to increase competition for what content people pay attention to, while making focus more superficial. As governments compete with all other information sources for the public’s attention, cognitive and psychological factors such as information overload can undermine the efficacy of even well-crafted content.
Online and social media have also heightened the pace at which information travels, accelerated the news cycle, and enabled a wider range of actors to drive discussions on policy issues. Taken together, digital technologies have produced a complex information ecosystem that has made it more challenging for official messages to “cut through the noise”. Cumulatively, these changes require considerable adjustments to practices, public officials’ skills, and even to how communication is organised, if governments are to make the most of the digital transformation and ensure it can promote better governance. […]
The ability for governments to use the communication function to promote constructive democratic spaces is critically threatened by widespread mis- and disinformation. When falsehoods spread extensively and rapidly on issues of public policy, official messages are drowned out, creating significant challenges for public communicators to get key information out to all groups in society. Whether in the context of elections, health crises, migration or climate change, mis- and disinformation cast evidence and facts into doubt, sow distrust, and work against policy goals.
Adapted from: https://www.oecd.org/content/dam/oecd/en/publications/ reports/2021/12/oecd-report-on-public-communication_b74311bc/22f8031c-en.pdf
The verb phrase in “official messages are drowned out” (5th paragraph) is in the:
Read the following text and answer the next five question.
The implications of a rapidly changing information ecosystem on how governments communicate
Public communication does not happen in a vacuum: the context in which it occurs is core to understanding the challenges and opportunities it faces. Indeed, the analysis of its role for policy and governance mechanisms is made urgent by shifts in the information ecosystem that have transformed the function over the past decade and raised important implications for democracy. The technological revolution that has connected the world through social media has given rise to online social movements and simplified the creation and sharing of content and data. Such changes have also facilitated, however, the spread of mis- and disinformation, contributed to undermining the role of traditional information gatekeepers, and have fundamentally changed how governments communicate. Whereas until the early 2000s a so-called “one-to-many” model of communication prevailed, this has shifted today to a “many-to-many” model. Anyone can be both a producer and a consumer of information, and anybody with an internet connection has the potential to engage with and influence public debates.
Traditionally, governments had largely relied on traditional media to amplify official messages to reach citizens. With the advent of digital channels, this approach has gradually lost its primacy to direct institution-to-individual communication via online platforms that bypass traditional media. This shift has also enabled a broader scope for governments to communicate about more diverse policy issues targeted to more specific audiences, as traditional media tend to concentrate on “newsworthy” subjects and political affairs, often under-reporting less mainstream issues. The unprecedented volumes of data that promise to make communication ever more precise, combined with the direct, unmediated access to vast and diverse publics, are some of the opportunities and challenges that have emerged.
At the same time, digital platforms have altered patterns in eople’s consumption of information and raised demands on their attention. The latter has become a resource that technology companies sell to advertisers. In turn, the design of online platforms and their algorithms, and the massive increase in the volume of information served to increase competition for what content people pay attention to, while making focus more superficial. As governments compete with all other information sources for the public’s attention, cognitive and psychological factors such as information overload can undermine the efficacy of even well-crafted content.
Online and social media have also heightened the pace at which information travels, accelerated the news cycle, and enabled a wider range of actors to drive discussions on policy issues. Taken together, digital technologies have produced a complex information ecosystem that has made it more challenging for official messages to “cut through the noise”. Cumulatively, these changes require considerable adjustments to practices, public officials’ skills, and even to how communication is organised, if governments are to make the most of the digital transformation and ensure it can promote better governance. […]
The ability for governments to use the communication function to promote constructive democratic spaces is critically threatened by widespread mis- and disinformation. When falsehoods spread extensively and rapidly on issues of public policy, official messages are drowned out, creating significant challenges for public communicators to get key information out to all groups in society. Whether in the context of elections, health crises, migration or climate change, mis- and disinformation cast evidence and facts into doubt, sow distrust, and work against policy goals.
Adapted from: https://www.oecd.org/content/dam/oecd/en/publications/ reports/2021/12/oecd-report-on-public-communication_b74311bc/22f8031c-en.pdf
The first word in “shifts in the information ecosystem” (1st paragraph) is close in meaning to:
Read the following text and answer the next five question.
The implications of a rapidly changing information ecosystem on how governments communicate
Public communication does not happen in a vacuum: the context in which it occurs is core to understanding the challenges and opportunities it faces. Indeed, the analysis of its role for policy and governance mechanisms is made urgent by shifts in the information ecosystem that have transformed the function over the past decade and raised important implications for democracy. The technological revolution that has connected the world through social media has given rise to online social movements and simplified the creation and sharing of content and data. Such changes have also facilitated, however, the spread of mis- and disinformation, contributed to undermining the role of traditional information gatekeepers, and have fundamentally changed how governments communicate. Whereas until the early 2000s a so-called “one-to-many” model of communication prevailed, this has shifted today to a “many-to-many” model. Anyone can be both a producer and a consumer of information, and anybody with an internet connection has the potential to engage with and influence public debates.
Traditionally, governments had largely relied on traditional media to amplify official messages to reach citizens. With the advent of digital channels, this approach has gradually lost its primacy to direct institution-to-individual communication via online platforms that bypass traditional media. This shift has also enabled a broader scope for governments to communicate about more diverse policy issues targeted to more specific audiences, as traditional media tend to concentrate on “newsworthy” subjects and political affairs, often under-reporting less mainstream issues. The unprecedented volumes of data that promise to make communication ever more precise, combined with the direct, unmediated access to vast and diverse publics, are some of the opportunities and challenges that have emerged.
At the same time, digital platforms have altered patterns in eople’s consumption of information and raised demands on their attention. The latter has become a resource that technology companies sell to advertisers. In turn, the design of online platforms and their algorithms, and the massive increase in the volume of information served to increase competition for what content people pay attention to, while making focus more superficial. As governments compete with all other information sources for the public’s attention, cognitive and psychological factors such as information overload can undermine the efficacy of even well-crafted content.
Online and social media have also heightened the pace at which information travels, accelerated the news cycle, and enabled a wider range of actors to drive discussions on policy issues. Taken together, digital technologies have produced a complex information ecosystem that has made it more challenging for official messages to “cut through the noise”. Cumulatively, these changes require considerable adjustments to practices, public officials’ skills, and even to how communication is organised, if governments are to make the most of the digital transformation and ensure it can promote better governance. […]
The ability for governments to use the communication function to promote constructive democratic spaces is critically threatened by widespread mis- and disinformation. When falsehoods spread extensively and rapidly on issues of public policy, official messages are drowned out, creating significant challenges for public communicators to get key information out to all groups in society. Whether in the context of elections, health crises, migration or climate change, mis- and disinformation cast evidence and facts into doubt, sow distrust, and work against policy goals.
Adapted from: https://www.oecd.org/content/dam/oecd/en/publications/ reports/2021/12/oecd-report-on-public-communication_b74311bc/22f8031c-en.pdf
“Indeed” in “Indeed, the analysis of its role for policy and governance mechanisms is made urgent” (1st paragraph) indicates:
Read the following text and answer the next five question.
The implications of a rapidly changing information ecosystem on how governments communicate
Public communication does not happen in a vacuum: the context in which it occurs is core to understanding the challenges and opportunities it faces. Indeed, the analysis of its role for policy and governance mechanisms is made urgent by shifts in the information ecosystem that have transformed the function over the past decade and raised important implications for democracy. The technological revolution that has connected the world through social media has given rise to online social movements and simplified the creation and sharing of content and data. Such changes have also facilitated, however, the spread of mis- and disinformation, contributed to undermining the role of traditional information gatekeepers, and have fundamentally changed how governments communicate. Whereas until the early 2000s a so-called “one-to-many” model of communication prevailed, this has shifted today to a “many-to-many” model. Anyone can be both a producer and a consumer of information, and anybody with an internet connection has the potential to engage with and influence public debates.
Traditionally, governments had largely relied on traditional media to amplify official messages to reach citizens. With the advent of digital channels, this approach has gradually lost its primacy to direct institution-to-individual communication via online platforms that bypass traditional media. This shift has also enabled a broader scope for governments to communicate about more diverse policy issues targeted to more specific audiences, as traditional media tend to concentrate on “newsworthy” subjects and political affairs, often under-reporting less mainstream issues. The unprecedented volumes of data that promise to make communication ever more precise, combined with the direct, unmediated access to vast and diverse publics, are some of the opportunities and challenges that have emerged.
At the same time, digital platforms have altered patterns in eople’s consumption of information and raised demands on their attention. The latter has become a resource that technology companies sell to advertisers. In turn, the design of online platforms and their algorithms, and the massive increase in the volume of information served to increase competition for what content people pay attention to, while making focus more superficial. As governments compete with all other information sources for the public’s attention, cognitive and psychological factors such as information overload can undermine the efficacy of even well-crafted content.
Online and social media have also heightened the pace at which information travels, accelerated the news cycle, and enabled a wider range of actors to drive discussions on policy issues. Taken together, digital technologies have produced a complex information ecosystem that has made it more challenging for official messages to “cut through the noise”. Cumulatively, these changes require considerable adjustments to practices, public officials’ skills, and even to how communication is organised, if governments are to make the most of the digital transformation and ensure it can promote better governance. […]
The ability for governments to use the communication function to promote constructive democratic spaces is critically threatened by widespread mis- and disinformation. When falsehoods spread extensively and rapidly on issues of public policy, official messages are drowned out, creating significant challenges for public communicators to get key information out to all groups in society. Whether in the context of elections, health crises, migration or climate change, mis- and disinformation cast evidence and facts into doubt, sow distrust, and work against policy goals.
Adapted from: https://www.oecd.org/content/dam/oecd/en/publications/ reports/2021/12/oecd-report-on-public-communication_b74311bc/22f8031c-en.pdf
Based on the information provided by the text, mark the statements below as true (T) or false (F).
( ) Public messages are detached from their environment.
( ) The pervasiveness of “many-to-many” communication predates the turn of the century.
( ) Innovations in technology have enabled the quick spread of inaccurate information.
The statements are, respectively:
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