A comunicação social aplicada em operações navais na Marinha do Brasil: operação “Amazônia Azul – mar limpo é vida” e a Crise do Óleo - 2019

Abstract

The emergence of oil stains on the coast of the states of the Brazilian Northeast, from September 2019 was initially treated as a local occurrence, but with the increase of affected sites, the great repercussion of the subject in the press, and the great concern demonstrated at the national level, the Ministry of Defense determined to carry out the Operation "Blue Amazon - Clean Sea is Life", under the coordination of the Brazilian Navy (MB), with the objective of mitigating the advance of the stains and promoting the cleaning of the affected sites. In a crisis situation, in which information changed very quickly, the Social Communication (ComSoc) of MB was employed to support the naval operations that developed in facing this fact that proved unprecedented in the Brazilian maritime history, and of prolonged duration. To this end, the centralization of information and the control of speech aimed at bringing information to the general public through the media and maintaining the Navy’s consolidated positive reputation with society, and to make known the various tasks performed by naval operational means throughout the Operation. This work seeks to analyze if the ComSoc effort met the permanent objectives of the Social Communication of the Navy, and for such it was used the bibliography of the areas of organizational communication and crisis management also had as base the Manual of Social Communication of the Navy (EMA-860), regulation that guides the activities developed by ComSoc professionals of MB. The focus of the analysis was the activities carried out, in the period from September to December 2019, by the Press Department of the Center for Social Communication of the Navy (CCSM), which should centralize all the and at the same time subsidize the activities developed by the Monitoring and Evaluation Group (GAA), under the coordination of MB. The products analyzed were the press releases issued, the follow-up of the materials disclosed by the press and the hotsite specially created for the dissemination of the activities developed by the Operation. Through this work, it was concluded the importance of ComSoc activity in coping with the crisis caused by the advance of oil stains in 2019. Starting with the name of the Operation "Blue Amazon - Clean Sea is Life", which sought to approximate the activities carried out by the Brazilian people; the intense production of press notes, that have contributed to publicizing the activities carried out by MB in controlling and mitigating environmental accidents, through the wide reach of the press; and the significant contribution of the hotsite as a ComSoc tool during a crisis with Brazilians and the press.