Public relations and sustainability: the quality of digital public communication of the São Paulo environmental system

• Grant number: 16/02236-0
• Support type: Scholarships in Brazil - Scientific Initiation
• Effective date (Start): October 01, 2016
• Effective date (End): September 30, 2017
• Field of knowledge: Applied Social Sciences - Communications - Public Relations and Propaganda
• Principal researcher: Danilo Rothberg
• Grantee: Mariana Gabriela de Camargo
• Home Institution: Faculdade de Arquitetura, Artes e Comunicação (FAAC). Universidade Estadual Paulista (UNESP). Campus de Bauru. Bauru , SP, Brazil

Abstract

A variety of communication and public relations strategies have been deployed by governments to provide transparency to the formulation, implementation and evaluation of public policies which impact environmental sustainability. In digital field, public communication has been explored social networks, generating results, which still need to be better understood. This research project proposes, as a general objective to assess the quality of the digital public communication as a source of information on public policies for sustainability offered by the Sao Paulo Environmental System (SAP) on the Facebook social network. The specific objectives are: a) to identify and characterize the information on public policies for environmental sustainability available in the Sao Paulo Environmental System web pages and accessed via the social network Facebook over twenty categories of content analysis; b) to identify information about public policy most requested environmental sustainability by users Facebook page maintained by the Sao Paulo Environmental System, and check the scope of government responses to users published across the network, for the categories of evaluation proposed; c) to discern, considering the results found about the quality of the digital public communication in the analyzed social network, interpreted in the light of the literature review, strategies of communication management to boost the dissemination of information on public policies for environmental sustainability.