Diplomacia Pública no blog Be Brasil

Abstract

Public diplomacy is a field of study that intersects several areas, including public relations. International public relations deals with a nation's relationship with global audiences and public diplomacy is the nation's efforts to relate, inform, and manage its image to increasingly diverse foreign audiences. Brazil has an agency called Apex-Brasil that, among so many attributions aimed at results in terms of exports and public diplomacy, maintains the blog Be Brasil. Therefore, the main objective of this paper is to characterize publications that have the character of public diplomacy efforts in this means of communication maintained by the organization. For this purpose, through bibliographic research, it was possible to identify information that allows the elaboration of a categorization system that is used to characterize the publications of the blog Be Brasil from Apex-Brasil in the context of public diplomacy. The proposed categories are Communication and Information, Advocacy and Influence, Market scenery, Relational and Political and National Security. All but the last were detected on the blog's three tabs: Food and Beverages, Creative Industries and Innovation and Technology. From then on organization of information in tables and graphs, data analysis was performed. Thus, it was possible to conclude that the blog Be Brasil presents efforts of public diplomacy and that these are of a more Market scenery nature when it comes to Food and Beverages, more Advocacy and Influence when it comes to Innovation and Technology and more Relational focus on Innovation and Technology.