Professional Documents
Culture Documents
Moloney, 2009
Public Affairs
Definições
• “the managerial function responsible for the interpretation of
the corporation’s non-commercial environment and the
direction and management of the company's response to
these factors.” (Public Affairs Council)
• “[…] the relations of organizations and groups not with
markets but with government.” (Moloney, 2009)
• “Within public relations, public affairs is a specialized practice
that focuses on relationships which will have a bearing on the
development of public policy.” (White e Mazur, 1995)
• “[…] specialism that seeks to
influence public policy for the
Objetivo advantage of those doing it
[…]”
• “[…] wide range of businesses and public
sector bodies as well as interest, pressure
and cause groups.”
• “It is done by established bodies that work
(Moloney, 2009)
Gestão de public
affairs
Gestão da posição das organizações em relação às políticas públicas
• “[…] the ‘voice’ that lets organizations and groups (big and small, commercial and non-
profit, public and private, religious and secular, conservative and radical, permanent
and temporary, national and local) in a country or in a larger political union talk to each
other and to government – publicly and privately – about public policy at international,
transnational, national, regional and local levels.” (Moloney, 2009)
Vozes • “Public and private ‘voices’ are both used in
PA practice. The first speaks through media
Grupos de
interesse
Gestão de Public Affairs
para a Mudança Social
Organizações não governamentais
Despreocupação
Descoberta do
para com o Agenda setting
problema
problema
O ciclo de vida
Identificação de Escolha de cursos Lançamento de
da mudança escolhas de ação a seguir ações iniciais
social
Reavaliação e
Sucesso, fracasso,
redireccionamento
“esquecimento”
de esforços
Advocacy
(Patri, 2011)
Determinar a questão em causa e como esta pode fazer
1 avançar a missão da organização
um programa
montar o caso perante os legisladores (lobby)
EVENTOS …
(Patri, 2011)
Lobby
Lobby
Lobby
Ações de lobby
Audiências com membros de governo
Audiências públicas
Financiamento de campanhas
(Patri, 2011)
Gestão de Public
Affairs pelo Governo
“Abundant and accurate information is used by effective
democratic governments to maintain responsive relations
with constituents, based on mutual understanding and
continuing two-way communication.” (Broom e Sha, 2013)
“[…] need to inform its publics about its programs and
services, respond to inquiries, and gauge public opinion
of its efforts.” (Swann, 2010)