A ética na atividade de relações públicas : prevenção de conflitos judiciais nas organizações

Abstract

The present study aims to verify the possibility of carrying out preventive work to be carried out by the public relations activity, based on ethical concepts, in order to protect the organization of eventual conflicts / judicial controversies, aiming at a transforming praxis, under the view of Simões (1995). Based on the proposed conceptual definition that the management of the organization's political function is related to ethics and law, the design of the public relations activity can be accomplished through the implementation of a new interface - compliance as an innovative approach. The public relations activity could exercise the political function of improving human relations, managing in the institutional and corporate scope the management of compliance, coordinating the policies and guidelines established in the organizations for the management of their activities, emphasizing the observation of compliance with the laws and regulations. Although since the establishment of the compliance institute the activity has been performed by legal counsel, which has specific knowledge, especially to assist in the interpretation of legal instruments, it is proposed that management be coordinated by the Public Relations area. The study is qualitative, with bibliographical and documentary research techniques, and the Content Analysis (BARDIN, 2016) was adopted in a selection of communications issued and published in the media about a Brazilian aviation event of TAM airline. The case examined involves the flight JJ3054, model Airbus A-320, which traveled from Porto Alegre to São Paulo, on July 17, 2007, when landing procedures at the main runway at Congonhas airport occurred, the most serious air crash in the country. This fact illustrates the search for understanding the public relations activity in organizations, under the ethical bias, which would be the intersection point to relate the area of communication (public relations) and law. Ethics is considered as a strategic point, focusing on transparency, through compliance, which is not only about interpreting laws, but about a new interface to be used to potentiate and prevent (non-existence / decrease - of operational risks) through the adoption of good practices and established standards could prevent lawsuits brought against organizations.