The communication made by civil society, State, Government and third sector, focusing on public interest and in the formation of a democratic society committed to citizenship is the definition of Public Communication.
Its ultimate objective is to shorten social distances and expand individual analytical capacity for the benefit of the collective. Public communication blurs the boundaries between the public and the private, opens space for civil society and its organizations to act in areas hitherto considered exclusive to the State and requires an active, critical and responsible attitude from citizens.
Thus, Public Communication emerges as a process committed to the promotion of open management, qualifying channels, means and resources that allow the feasibility of communication of public interest and the involvement of the whole society. It must be aware, fast and adapted to the needs of citizens so that they can access public information such as taxes, vaccines, discussion of public policies, changes in legislation or citizenship rights and duties. It must also inform the citizen, giving him power.
Building quality communication, namely Public Communication, requires much more than technology, messages in quantity and means of dissemination. It requires study, planning, strategy, diversification and customization.
It is not about increasing the amount of messages and channels used to distribute them. It is about qualifying this communication, delimiting the stakeholders for which it should be worked or not, ensuring that the message transmitted is easy to understand so that there is no exclusion or discrimination.
In Public Communication, the key piece is the creating a culture of transversal and integrated communication to all those involved in the public interest, with a commitment to dialogue and taking into account different perspectives in the search for consensus and consolidation of democracy.