{"id":10223,"date":"2025-07-16T13:04:50","date_gmt":"2025-07-16T16:04:50","guid":{"rendered":"https:\/\/fenati.org.br\/?p=10223"},"modified":"2025-07-16T17:42:22","modified_gmt":"2025-07-16T20:42:22","slug":"governo-publica-edital-comunicacao-digital","status":"publish","type":"post","link":"https:\/\/homolog.fenati.org.br\/en\/governo-publica-edital-comunicacao-digital\/","title":{"rendered":"Governo publica novo edital para reformular comunica\u00e7\u00e3o digital"},"content":{"rendered":"<p><strong>Comunica\u00e7\u00e3o digital &#8211;<\/strong> O governo federal reabriu processo licitat\u00f3rio para contratar tr\u00eas ag\u00eancias respons\u00e1veis pela comunica\u00e7\u00e3o digital da administra\u00e7\u00e3o federal, sob responsabilidade da Secretaria de Comunica\u00e7\u00e3o Social da Presid\u00eancia (<a href=\"https:\/\/pt.wikipedia.org\/wiki\/Secretaria_de_Comunica%C3%A7%C3%A3o_Social\">Secom<\/a>). O novo edital prev\u00ea um investimento de R$ 98,3 milh\u00f5es por 12 meses de contrato.<\/p>\n<p>De acordo com o novo edital, as empresas contratadas dever\u00e3o desenvolver o planejamento da comunica\u00e7\u00e3o digital do governo, al\u00e9m de executar a\u00e7\u00f5es como &#8220;modera\u00e7\u00e3o de conte\u00fado e de perfis em redes sociais&#8221;, &#8220;an\u00e1lise de sentimentos&#8221; \u2013 t\u00e9cnica usada para identificar emo\u00e7\u00f5es e opini\u00f5es expressas por usu\u00e1rios \u2013 e a &#8220;implementa\u00e7\u00e3o de formas inovadoras de comunica\u00e7\u00e3o&#8221;.<\/p>\n<p><a href=\"https:\/\/fenati.org.br\/nascidos-setembro-outubro-podem-sacar-abono-salarial\/\"><strong>LEIA: Nascidos em setembro e outubro j\u00e1 podem sacar o abono salarial<\/strong><\/a><\/p>\n<p>O prazo inicial de contrato ser\u00e1 de 12 meses, com possibilidade de prorroga\u00e7\u00e3o, desde que os valores negociados sejam considerados vantajosos pela administra\u00e7\u00e3o. A estimativa \u00e9 de que o processo licitat\u00f3rio dure entre seis e oito meses.<\/p>\n<p>O governo busca reformular sua estrat\u00e9gia de comunica\u00e7\u00e3o, priorizando o engajamento digital e o combate narrativo nas redes, especialmente em torno de temas como a taxa\u00e7\u00e3o dos super-ricos e a defesa de a\u00e7\u00f5es voltadas \u00e0 popula\u00e7\u00e3o de baixa renda.<\/p>\n<p>&#8220;Ao inv\u00e9s de focar exclusivamente em uma campanha ou em a\u00e7\u00f5es contra desinforma\u00e7\u00e3o e fake news, esta licita\u00e7\u00e3o busca proativamente apresentar \u00e0 popula\u00e7\u00e3o os benef\u00edcios concretos das pol\u00edticas p\u00fablicas, com uma linguagem acess\u00edvel, envolvente, inspiradora e cont\u00ednua&#8221;, diz um dos documentos apresentados \u00e0s empresas.<\/p>\n<p>As participantes dever\u00e3o entregar um plano de comunica\u00e7\u00e3o voltado para plataformas como Pinterest, LinkedIn, YouTube, Instagram, Facebook, TikTok e Kwai. O briefing do edital determina que o planejamento contemple estrat\u00e9gias de &#8220;engajamento org\u00e2nico e amplia\u00e7\u00e3o do alcance das mensagens institucionais do governo&#8221;.<\/p>\n<p>O modelo de contrata\u00e7\u00e3o seguir\u00e1 a l\u00f3gica j\u00e1 adotada na sele\u00e7\u00e3o de ag\u00eancias de publicidade que atendem \u00e0 administra\u00e7\u00e3o federal: m\u00faltiplas empresas s\u00e3o selecionadas, e cada campanha \u00e9 disputada entre elas.<\/p>\n<p>O material de refer\u00eancia da licita\u00e7\u00e3o tamb\u00e9m orienta que as propostas contemplem a\u00e7\u00f5es de divulga\u00e7\u00e3o de pol\u00edticas como Minha Casa Minha Vida \u2013 Classe M\u00e9dia, Cr\u00e9dito do Trabalhador, P\u00e9-de-Meia, Farm\u00e1cia Popular, Luz do Povo, Bolsa Fam\u00edlia, Prouni e Fies.<\/p>\n<p>&#8220;Alguns conte\u00fados tamb\u00e9m devem ser pensados estrategicamente para impactar diretamente o maior n\u00famero de benefici\u00e1rios de programas federais \u2013 como jovens, adultos e fam\u00edlias atendidas por iniciativas nas \u00e1reas de educa\u00e7\u00e3o, sa\u00fade e assist\u00eancia social. Esses grupos s\u00e3o considerados estrat\u00e9gicos por estarem diretamente envolvidos na execu\u00e7\u00e3o das pol\u00edticas p\u00fablicas&#8221;, destaca outro trecho do documento.<\/p>\n<p><em><strong>(Com informa\u00e7\u00f5es de Folha de S.Paulo)<\/strong><\/em><br \/>\n<em><strong>(Foto: Reprodu\u00e7\u00e3o\/Freepik\/albertyurolaits)<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Documento prev\u00ea investimento de R$ 98,3 milh\u00f5es por 12 meses de contrato, com possibilidade de prorroga\u00e7\u00e3o<\/p>","protected":false},"author":11,"featured_media":10224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42],"tags":[13],"class_list":["post-10223","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-sindical"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Governo publica novo edital para reformular comunica\u00e7\u00e3o digital - 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