Aula - PMDF - Atuação do Porta Voz

Name: Aula - PMDF - Atuação do Porta Voz
Uploaded: 2025-05-29T19:53:36.000Z
Duration: 3 h 28 s

Introduction to the Presentation

Overview of the Event

The session begins with a greeting and confirmation of audio from online participants.

The speaker introduces Major Rafael Vandert-Bruch, who will discuss the role of spokespersons in news construction.

Speaker's Background

Qualifications and Experience

Major Bruch has a degree in police sciences and additional qualifications in law and strategic public security management.

He joined the Military Police of the Federal District (PMDF) in 2007, serving in tactical battalions and national security forces.

Communication Skills

Areas of Expertise

His expertise includes media training, public communication, government communication, crisis management, synaptic brain theory, and nonviolent communication.

Currently serves as head of press office and spokesperson for PMDF.

Audience Composition

Diverse Representation

The audience consists of representatives from various military branches, federal police, defense ministries, and other social communication sectors across Brazil.

Operational Structure

Press Office Functionality

Major Bruch outlines his role within the press office structure at PMDF: he leads with two captains assisting on a 12-hour shift basis.

There are four teams working around the clock to manage occurrences and prepare information for dissemination during critical news times (6 AM, noon, 7 PM).

Demand Management

Handling Information Requests

Discusses current staffing challenges including an unfilled journalist position that will soon be addressed to assist with institutional reporting.

Highlights significant demand for information via WhatsApp; mentions underreporting issues compared to previous years' data on requests received through this channel.

Communication Dynamics

Understanding Communication

Defines communication as relationship-building rather than just theoretical exchanges; emphasizes its importance in connecting with various stakeholders including media and public opinion.

Understanding Communication in Crisis Situations

The Importance of Mutual Understanding

Effective communication requires understanding both sides; it's essential for the police and the media to comprehend each other's worlds.

A spokesperson must convey the institution's values without personal opinions, acting as an official source of information during crises.

Challenges in Information Dissemination

In crisis situations, gathering accurate information is crucial; reliance on various sources like commanders or officers on-site is necessary.

Miscommunication can lead to significant issues, such as incorrectly reporting fatalities; a spokesperson must have access to reliable information.

Building Trust with Media

Spokespersons need to establish trust with journalists to effectively communicate incidents while protecting the organization's reputation.

The distinction between image and reputation is vital; while image relates to immediate perceptions, reputation builds over time through consistent communication.

Navigating Different Worlds

Journalists operate in a different environment than military personnel; effective communication requires adapting one's approach and building rapport.

Spokespersons should be open and approachable, fostering relationships with journalists despite cultural differences.

Role of the Spokesperson

A spokesperson acts as a shield for their organization, absorbing criticism while ensuring that any negative feedback does not reflect poorly on the institution itself.

Continuous learning and adaptability are essential traits for a spokesperson; they must engage thoughtfully with media inquiries rather than relying solely on scripted responses.

Training and Development

Recommended resources like "MediaTrain" provide practical insights into effective communication strategies for spokespeople in crisis situations.

Communication Strategies for Institutional Representatives

The Role of a Spokesperson

The spokesperson must sometimes engage in controversy not to confront but to ensure the truth reaches the audience, emphasizing their commitment to honesty and institutional integrity.

A question arises about whether a spokesperson can omit true information to protect the institution, which challenges the concept of honesty in their role.

Addressing Operational Challenges

Major Brooklyn raises concerns about how a spokesperson can prevent institutional narratives from becoming reactive or fragmented amidst media pressure.

The importance of building connections between police officers on the ground and communication channels is highlighted as essential for effective narrative management.

Building Bridges for Effective Communication

Constructing bridges with frontline officers allows for better dissemination of their work, ensuring that positive narratives are shared proactively.

Both negative and positive news must be communicated effectively to equip the institution with necessary information and protect its reputation.

Characteristics of an Effective Spokesperson

Credibility is crucial; it reflects how individuals perceive the spokesperson based on their statements and actions within the community.

Internal criticism is acknowledged as important; representatives should have practical experience to resonate with both internal personnel and external audiences.

Expertise and Experience Requirements

Recommendations for selecting a spokesperson include ensuring they possess relevant expertise in military or police operations, which develops over time through service.

Challenges of Communication in Public Roles

The Difficulty of Physical Restraint

It is challenging to physically restrain an individual, even one weighing 50 kg, especially under the influence of drugs. This highlights the complexities faced by public figures in high-stress situations.

Communicating for the Public

The primary goal is not just to inform journalists but to communicate effectively with the public. Journalists serve as a conduit between institutions and public opinion. Understanding this dynamic is crucial for effective communication strategies.

Deep Understanding of Institutions

A profound understanding of one's institution enhances argumentative capacity. Factors such as time served, belonging, and passion for the organization contribute significantly to this depth of knowledge. This connection fosters a sense of responsibility when defending against corruption claims.

Personal Investment in Work

Genuine interest and alignment with institutional values are essential for effective performance in roles that require public representation. Over time, individuals develop a strong attachment to their work environment, which influences their commitment and actions within it.

The Interconnection of Personal and Professional Life

There is no clear separation between personal life and professional responsibilities for spokespersons; they must always represent their institution's values publicly, regardless of context or setting. This constant scrutiny shapes their behavior at all times.

The Role of Spokespersons

Continuous Representation

Spokespersons are always accountable for their actions as representatives of their institutions, even outside formal working hours or settings—this includes maintaining professionalism during personal activities like driving after an interview on sensitive topics like substance abuse.

Impact on Personal Behavior

Actions taken by spokespersons reflect back on their institutions; thus, they must be mindful that any behavior can lead to public scrutiny or criticism at any moment, reinforcing the need for consistent professionalism in all aspects of life.

Observational Nature of Public Life

Individuals in public-facing roles are constantly observed by others; even mundane activities can attract attention that may impact perceptions about them and their associated organizations—awareness is key to navigating these situations successfully.

Navigating Media Relationships

Importance of Media Engagement

Building relationships with journalists is critical for effective communication; those unwilling to engage should reconsider entering media-related roles since understanding journalistic processes enhances collaboration opportunities and positive coverage potential.

Proactive Communication Strategies

Communication Strategies in Journalism

Importance of Relationships

The speaker emphasizes the necessity of having good relationships with specialists, especially in finance and personnel matters, to ensure timely communication.

Acknowledges that while television reporting has strict deadlines, written media offers more flexibility, allowing for a more relaxed approach to information gathering.

Challenges in Communication

Discusses the challenges faced by police officers when trying to communicate effectively under pressure; highlights the need for strong interpersonal skills.

Points out that rapid communication can lead to misunderstandings, as journalists may not read all details thoroughly before asking questions.

Handling Media Inquiries

Stresses the importance of mediating situations where journalists seek explanations from law enforcement about legislative actions or incidents.

Advises against entering fields that may cause frustration due to lack of internal communication within organizations.

Professionalism vs. Personal Relationships

Highlights the need for public relations professionals to maintain a clear boundary between personal friendships and professional responsibilities with journalists.

Warns that if personal relationships are confused with professional duties, it could lead to negative consequences during critical reporting moments.

Effective Response Techniques

Recommends always responding promptly and courteously to inquiries from journalists; even simple acknowledgments like "I'll check" can foster goodwill.

Shares an example of using WhatsApp groups for real-time updates among journalists and how this enhances communication efficiency during emergencies.

Building Trust Through Transparency

Emphasizes the importance of transparency in communications; sharing information helps build trust between media representatives and law enforcement agencies.

Urges professionals not to adopt a defensive posture but rather be open and available for inquiries at all times.

Managing High-Stress Situations

Describes experiences dealing with high-pressure situations where quick responses are crucial; stresses maintaining professionalism despite personal stressors.

Understanding Institutional Representation and Communication

The Importance of Accurate Representation

The speaker emphasizes the need for accurate representation of institutions, especially in negative contexts. They mention receiving a significant message that impacted their career positively.

"Chorão" signifies vigilance and commitment to defending one's institution. The speaker expresses frustration over the lack of credit given to police officers who apprehended a murderer.

There is a concern about public perception; many people do not read full news articles, leading to misunderstandings about which police force is involved in incidents.

Inter-Institutional Recognition

The speaker highlights the importance of recognizing contributions from different emergency services, such as firefighters during rescue operations, stressing that each institution has its own battles.

Acknowledgment of each service's value is crucial. The speaker insists on giving proper credit to firefighters for their roles in emergencies.

Responsibility for Institutional Image

All members are responsible for maintaining their institution's reputation. If an article lacks specific mentions (e.g., PMDF or Fire Department), it can misrepresent actions taken by these forces.

There's a cultural shift towards valuing detailed recognition of each force's contributions compared to past practices where roles were less defined.

Evolving Perceptions of Emergency Services

Historically, firefighters were primarily associated with fire-related incidents. However, this perception has evolved as they now engage in various types of rescues beyond just fires.

Media Relations and Press Groups

The establishment of a press group with 488 members aims to ensure accurate media representation and requires credentials for membership to maintain quality control.

Continuous updates are necessary due to high turnover rates in journalism; knowing who is credible helps manage communication effectively.

Preparing for Interviews and Crisis Management

Before interviews, particularly during crises, the speaker engages in self-dialogue to prepare mentally and align responses with institutional strategy.

Mastery over topics discussed during interviews is essential; familiarity with subject matter enhances credibility when addressing questions related to specific incidents or policies.

Knowledge Requirements for Effective Communication

Understanding key concepts relevant to one’s role is vital; lacking knowledge can lead to misinformation being communicated publicly.

Preparation involves studying areas outside one's expertise (e.g., budgeting), ensuring accurate information dissemination even if it's not within one's usual scope of work.

Maintaining Credibility as a Spokesperson

Communication and Information Management in Crisis Situations

Importance of Direct Communication

The speaker emphasizes the necessity of direct communication during critical situations to avoid bureaucratic delays. They mention that timely information is crucial for maintaining the corporation's image and addressing urgent issues effectively.

A cultural shift towards immediate information sharing is highlighted, where the speaker can directly contact relevant personnel without navigating hierarchical barriers, ensuring swift responses to pressing matters.

Handling Urgent Situations

The urgency of obtaining information is underscored, as delays could jeopardize not only operations but also individuals' positions within the organization. The speaker reflects on past experiences that taught them how to manage such crises effectively.

Specific incidents are discussed, including a robbery that led to significant operational downtime for a store, illustrating the real-world impact of security issues on business operations. The need for prompt communication with law enforcement is stressed.

Gathering and Analyzing Information

The process of gathering detailed information during an incident involves multiple steps: confirming police involvement, collecting evidence (like video footage), and understanding the context surrounding criminal activities. This thorough approach ensures accurate reporting and response strategies.

Statistical data from law enforcement agencies (SSP) is utilized to assess crime rates and public perceptions regarding safety, indicating a reliance on empirical evidence rather than anecdotal claims about policing effectiveness.

Crime Patterns and Public Perception

Discussion revolves around crime statistics revealing trends in criminal activity versus public perception of safety; it’s noted that feelings of insecurity may not always correlate with actual crime rates or police effectiveness in preventing crime.

Observing criminal behavior patterns helps inform security measures; for instance, identifying vulnerabilities exploited by criminals can lead to better preventative strategies being communicated to businesses and communities alike.

Enhancing Safety Awareness

The importance of educating individuals about safety tips emerges as a key theme; while victims should never be blamed for crimes committed against them, providing guidance can help mitigate risks in vulnerable situations.

Communication Strategies in Crisis Situations

Importance of Honesty and Credibility

Emphasizes the necessity of honesty in communication, stating that certain information cannot be disclosed to maintain operational integrity.

Highlights the potential consequences of withholding information, such as loss of credibility and reputation for the organization.

Discusses the principle that while all statements should be truthful, not every truth needs to be communicated publicly.

Sensitivity in Communication

Illustrates a tragic incident involving a child, stressing that some truths (like the child's lack of a seatbelt) may not need to be shared due to their sensitive nature.

Stresses the importance of confidence and clarity when delivering messages, suggesting that experience contributes to effective communication.

Body Language and Delivery

Advocates for natural gestures and body language during communication; authenticity enhances message delivery.

Encourages expressing emotions appropriately during serious situations to connect with the audience's reality.

Maintaining Composure

Advises on maintaining serenity during crises; emotional control is crucial for clear communication.

Warns against losing focus or becoming overly emotional, which can confuse both the speaker and audience.

Simplifying Complex Information

Points out common issues with jargon in police communications; simplicity is key for public understanding.

Discusses how technical terms can alienate audiences; emphasizes using layman's terms for clarity.

Insights on Communication and Clarity in Interviews

The Importance of Clarity and Understanding

The speaker shares a personal anecdote about returning a lost wallet, emphasizing the importance of clear communication and understanding in interactions.

They highlight that effective communication often hinges on the listener's ability to understand, which can be enhanced by simplicity and clarity in speech.

The speaker critiques complex language, advocating for straightforwardness to ensure messages are easily understood by all audiences.

Preparing for Unexpected Questions

Emphasizes the necessity of being prepared for questions outside one's expertise, particularly during interviews with journalists.

Stresses the importance of continuous learning and staying informed about current events related to one’s field to handle unexpected inquiries effectively.

Developing Argumentation Skills

Discusses how experience as a spokesperson helps develop argumentation skills, allowing one to respond confidently even under pressure.

Mentions brainstorming techniques used to prepare for critical situations, aiming to minimize surprises during interviews.

Types of Interviews and Their Dynamics

Outlines different types of interviews, including recorded sound bites where spontaneity is crucial; emphasizes the need for concise messaging.

Notes that while recording allows freedom in expression, it also requires careful management of time and content delivery.

Crafting Central Messages

Advises focusing on a central message when speaking; this ensures clarity even if parts of the conversation are cut or edited out later.

Suggests that establishing a core message can help maintain coherence throughout an interview or public statement.

Engaging with the Audience

Highlights the difference between written notes and spoken words; personal engagement through speech fosters connection with listeners.

Understanding Police Community Relations

The Role of Community Posts and Police Interaction

The community posts are no longer under police control; they were previously auctioned off, and the military police are currently safeguarding them for responsible parties to collect. Most of the equipment is unusable due to economic constraints.

A strategy discussed involves recorded interviews with reporters, allowing for a more personal connection and clearer communication before the interview takes place.

An example was given where military police pursued a motorcyclist who nearly hit a child. This incident highlights the importance of context in reporting police actions.

Handling Media Interviews Effectively

The speaker emphasizes that during interviews, it’s crucial to maintain control over the narrative. For instance, using gas can be justified if it disperses crowds without causing injury.

It’s important not to use physical force unnecessarily; any injuries could lead to negative perceptions of police actions. Clarifying information before reports can help shape questions journalists ask.

Journalists may frame questions in ways that lead respondents toward specific answers. Respondents should avoid repeating these leading questions to protect their image and message.

Strategies for Communicating with Journalists

When discussing police violence, it's essential to clarify that legitimate force was used rather than engaging in discussions about violence as framed by journalists' questions.

Respondents should focus on providing their perspective without being swayed by how journalists phrase their inquiries, ensuring clarity in communication.

Caution is advised regarding pre-interview footage; inappropriate images can misrepresent serious situations, such as when an individual experiences a crisis during an encounter with law enforcement.

Importance of Contextual Awareness

In critical situations where lethal force is necessary, maintaining professionalism during interviews is vital. Misleading visuals or laughter during serious discussions can create public relations issues.

It's crucial to be aware of how interactions with journalists might be portrayed through supporting images or video clips that could distort the seriousness of events discussed.

Live Broadcast Considerations

During live broadcasts, everything said will be transmitted immediately. This requires careful consideration of messaging while also allowing some freedom in expression.

Responding effectively means countering potentially misleading assertions from journalists while asserting that legitimate force was applied according to legal standards governing police conduct.

Engaging proactively with reporters helps clarify situations before they escalate into misunderstandings or misrepresentations in media coverage.

Conclusion on Media Engagement Strategy

Establishing clear communication channels with journalists prior to incidents allows for better understanding and representation of law enforcement's actions and intentions.

Interview Insights and Crisis Communication

The Nature of Live Interviews

Discusses the experience of conducting interviews late at night, emphasizing the importance of staying natural and conversational to create a comfortable atmosphere.

Highlights that live interviews can feel more relaxed compared to recorded ones, allowing for a more genuine interaction with the audience.

Handling Crisis Situations

Stresses the need for transparency during crises, suggesting that one should proactively communicate rather than waiting for media inquiries.

Notes that modern technology enables anyone to capture events on their phones, which can quickly escalate into negative news stories affecting organizations.

Media Relations During Crises

Emphasizes the importance of establishing oneself as a reliable source during a crisis; taking responsibility is crucial in managing public perception.

Advises against avoiding media engagement during crises, as initial narratives often shape public opinion significantly.

The Risks of Silence

Warns that failing to communicate can lead to alternative narratives emerging from other sources, which may not reflect reality.

Points out that delayed communication breeds distrust among the public and raises questions about why information was withheld.

Operational Communication Strategies

Advocates for aligning operational actions with effective communication; it’s essential to inform stakeholders while addressing issues on the ground.

Shares an example where timely information dissemination was critical but hindered by internal policies regarding public statements.

Real-Life Example: School Incident

Recounts a specific incident involving school disturbances and how misinformation spread due to lack of immediate communication from authorities.

Describes efforts made to gather accurate information from involved personnel before responding publicly about the situation.

Importance of Truthful Communication

Reflecting on past experiences, stresses that honesty in communication is vital even when discussing sensitive topics or historical issues within organizations.

Insights on Communication and Media Relations

The Importance of Practical Experience in Communication

The speaker reflects on a personal experience during a mandatory course, emphasizing the importance of practical application over theoretical knowledge. They recount a day spent visiting the U.S. Embassy while attempting to practice their English skills.

Upon returning home, the speaker is inundated with messages regarding significant events at the STF (Supreme Federal Court), highlighting the necessity of being prepared for unexpected media inquiries.

Building Relationships with the Press

The speaker stresses the critical need for maintaining relationships with the press, especially when facing high-stakes situations that require immediate communication and transparency.

A call from a news outlet prompts an urgent response; they emphasize that if they do not communicate their narrative, others will fill that void, potentially misrepresenting facts.

Managing Crisis Communication

During a crisis involving explosive devices, timely updates were provided to ensure accurate information was disseminated to both the public and media outlets.

The speaker describes how proactive communication helped clarify police actions and maintain public trust by ensuring that accurate narratives were shared promptly.

Balancing Transparency and Institutional Image

A question arises about balancing transparency with protecting institutional reputation during controversies. The speaker acknowledges this challenge but emphasizes rigorous internal accountability as essential for maintaining credibility.

They assert that addressing misconduct within their ranks is crucial for defending their organization’s integrity while also communicating openly about issues when they arise.

Conclusion and Reflections on Experience Sharing

The speaker expresses gratitude for sharing their experiences, noting that teaching others often leads to personal learning as well.

Discussion on Communication Challenges and Technical Demands

Line Demand Issues

The speaker discusses the unrealistic demand for a line reduction from 11.5% to 11.15%, emphasizing that it is impossible to meet this requirement given their current circumstances.

Need for Technical Support

There is a strong need for technical expertise within the team, as they are struggling to gather necessary information. The speaker expresses frustration over the lack of communication from relevant authorities.

Passion for Communication

Despite wanting to step away from communication roles after two years, the speaker reveals a deep passion for the field, highlighting its dynamic nature and the challenges faced in keeping up with rapid changes.

Importance of Timely Information