Visão de que repórter e assessor são rivais é ultrapassada, diz Helena Palmquist

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Por Jéssica Oliveira

A rotina de uma assessoria de imprensa é agitada, afinal o jornalista acaba tendo que fazer de tudo: as atividades relacionadas ao jornalismo (TV, rádio, jornal impresso e internet) e também as que diretamente não estão ligadas ao jornalismo, mas que têm relação direta com a assessoria de imprensa como, por exemplo, a publicidade e as ações de relações públicas.

É sempre um desafio, como foi para Helena Palmquist, assessora de imprensa do Ministério Público Federal (MPF) em Belém. As atividades, que começaram na base do “euquipe”, evoluíram e hoje conta com uma melhor estrutura, mais profissionais, equipamentos e, conseqüentemente, mais demandas de imprensa e público interno.

A jornalista aproveitou a experiência que já teve em outros veículos da comunicação, principalmente, na TV, quando integrou a equipe de produção, edição e chefia de reportagem de algumas emissoras da capital, para desempenhar a função de assessora, ou seja, o outro lado da moeda. “A TV é apaixonante por causa da rapidez e por causa do alcance, apesar de sempre decepcionar quando se contenta com o sensacionalismo e o superficialismo”.

Apesar de ser uma atividade realizada em órgão público, a assessoria do MPF, às vezes, parece uma redação. “É adrenalina pura”, diz. Temas de grande relevância para a sociedade fazem parte das pautas diárias da instituição, assim como o acompanhamento da usina de Belo Monte, a luta para tornar a atividade pecuária sustentável e a briga pelos direitos indígenas. “À comunicação cabe um papel fundamental de participar ativamente na construção das argumentações jurídicas através de narrativas adequadas das situações para o público, com o uso de todas as mídias”, comenta Helena.

Em entrevista exclusiva ao Gaby ++Aditivado, Blog Corporativo da Gaby Comunicação, Helena Palmquist destaca um pouco da visão das assessorias, da importância de comunicar questões relativas ao direito ambiental e aos direitos humanos na Amazônia.

Gaby Aditivado: Há um conflito na atividade jornalística no que diz respeito à atividade do assessor de imprensa e sua relação com os jornalistas. Alguns jornalistas acreditam que o assessor acaba dificultando mais ainda o acesso às informações, o que deveria ser ao contrário. Já na opinião de alguns assessores, os jornalistas se valem muito do sensacionalismo ao buscar certas informações. Como você avalia essa relação assessor/jornalista, principalmente aqui em Belém? De que forma, você acha que esse problema poderia ser solucionado?

Helena Palmquist: Acho que é ultrapassada essa visão de que o assessor de imprensa tem que atrapalhar o repórter e o repórter tem que driblar o assessor. Sei que tem repórter e assessor que pensam assim, mas jamais serão os melhores repórteres nem os melhores assessores.

Com a mídia a gente tem que ser claro e acessível, sempre. Óbvio que atender telefone domingo de manhã não é muito agradável, mas faz parte da obrigação. Sempre tem repórter que reclama de não ter conseguido falar com alguém, às vezes com razão, mas acredito que no geral, na assessoria do MPF, por exemplo, conseguimos prestar um bom serviço para a mídia.

Eu sou uma assessora que acredita que a principal tarefa da assessoria é atender o público (mídia inclusive). Mas não pode ser só isso, claro. É preciso ser proativo pra passar de mero assessor de imprensa e apagador de incêndio a gestor de comunicação mesmo. O bom gestor é aquele que dentro da instituição assume uma posição estratégica de onde ele seja capaz de atuar como mediador entre a instituição, a mídia e a sociedade.

E não é uma via de mão única não: além de monitorar e defender a imagem da instituição, ele também tem que monitorar o que acontece e ser capaz de falar as verdades para a instituição quando ações institucionais vão ter conseqüências nefastas. Esse discurso padrão de político envolvido em escândalo, de que está sendo vítima de perseguição, para mim é o pior recurso de comunicação que existe. Crise de imagem nunca surge de problema externo: sempre são questões internas que transbordam e criam uma crise de imagem.

GA: Nem sempre a opinião da empresa que o jornalista trabalha é a mesma opinião do jornalista, como pessoa. Isso vem sido intensificado com o uso das mídias sociais, como o twitter, que permite uma maior exposição das pessoas e, conseqüentemente, das suas opiniões. Como você acha que o jornalista deve controlar essa situação, no intuito de não prejudicar a sua vida profissional, mas também não entrar em contradição consigo mesmo?

HP: Muito complicado isso e não é só para assessores, mas para servidores públicos, funcionários de primeiro, segundo, terceiro escalão de grandes empresas, políticos. Como as mídias sociais ainda não são muito recentes, ainda tem gente que acredita que a internet é um mundo à parte. E não é. Faz parte da vida pública da gente, só que com um potencial de amplificação muito maior.

Acho que para assessores, autoridades, empresários, políticos e servidores, vale na internet o que vale numa mesa de restaurante ou num saguão de aeroporto: as pessoas estão ouvindo o que você está falando, é um espaço público, pense antes de falar. Também não é o caso de deixar de falar o que pensa, nem de adotar um formalismo excessivo que aí perde a graça.

Para quem trabalha com imagem institucional uma boa maneira de lidar com esse problema é fazer manuais internos de conduta nas redes sociais (sem excesso de restrições, apenas explicando as conseqüências) e incluir as redes sociais em media trainings. Isso já faz parte do repertório das assessorias e eu acredito que em pouco tempo essas coisas vão ficar mais assentadas. Acho que o próprio conceito de privacidade tá mudando um pouco por causa das redes sociais, mas é claro que uma secretária de estado de biquíni no Facebook pode virar notícia. Melhor prevenir.

GA: O Ministério Público Federal tem como missão fundamental a vigilância da sociedade, com as atividades dos procuradores e promotores. Como o assessor deste órgão público participa dessas atividades, considerando também a missão do jornalista, como vigilante do poder?

HP: Como disse, o papel do assessor de comunicação é uma via de mão dupla: alimentamos a sociedade com informações sobre a instituição, mas também alimentamos a instituição com informações que partem da sociedade ou da mídia e que são importantes na tomada de decisões e na definição de estratégias de atuação. A instituição não pode ser pautada pela mídia, mas muitas situações de desrespeito aos direitos humanos, conflitos agrários, invasões de terras indígenas, são denunciadas à mídia e isso ajuda bastante o MPF.

GA: Como você percebe a produção jornalística no Pará nesses últimos tempos? O que ainda precisa ser melhorado?

HP: O que precisa ser melhorado e muito são os salários dos profissionais. Não se pode pagar salário de doméstica para graduados em jornalismo e infelizmente isso ainda ocorre no mercado paraense. A conseqüência é que jornalistas mais experientes acabam saindo da mídia por causa dos baixos salários. Isso acontece muito em TV e rádio. Outra coisa que acho que precisa mudar é a insistência dos veículos de fora em só contratar profissionais do sudeste para cobrir a Amazônia. Nada contra os profissionais de fora, mas acredito que a cobertura fica mais fraca quando não se investe nos talentos locais – que aliás, são muitos.

# Helena Palmquist é jornalista formada há 11 anos pela Universidade Federal do Pará (UFPA). Há 6 anos ocupa o cargo de Assessora de Imprensa do Ministério Público Federal em Belém. Já atuou em TV, rádio e jornal.

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