A contribuição da assessoria de comunicação para a transparência e engajamento na gestão pública municipal: um estudo na prefeitura da Escada-PE

Abstract

During the development of this work, it was possible to conduct an analysis of public communication at the City Hall of Escada, Pernambuco, based on the experiences of the servers who currently work or have worked in the municipal communication management. The study revealed, on one hand, the achievements already made and, on the other, the structural and strategic limitations that persist, especially regarding the intensive use of digital means to bring the people of Escada closer and increase transparency. The data presented indicate that, although public communication plays an important role in dialoguing with citizens, there are opportunities to improve evaluation, the technical training of professionals, and the coordination of communication actions with other administrative sectors, promoting a more integrated and strategic management. This diagnosis enriches the understanding of public communication in other similarly sized cities, aligning with aspects of public governance and communication as an essential and strategic service discussed in recent literature. Furthermore, the research serves as a reference for other cities facing similar organizational and structural issues, prompting critical reflection on communicative practices. However, the analysis is limited to the perspective of the servers directly involved in communication, without considering other valuable agents, such as citizens and political actors, who could contribute to a broader and deeper understanding of the topic. Practically, the results offer a foundation that can be used to formulate proposals aimed at professionalization and institutional strengthening of the sector, as well as promoting transparency and societal participation. It is recommended that future research expands the focus on public communication in small municipalities to include a variety of agents and different methods and study types. Accordingly, this study contributes to strengthening municipal public communication, emphasizing the importance of continuous evaluation, training, and integration as bases for establishing truly democratic and effective communication.