Petrobras' study of publics: a step towards achieving the company's strategic vision for 2020

Abstract

Purpose

The purpose of this paper is to describe and analyze a study of publics that was conducted by the Corporate Communications Department of Petrobras, an integrated energy company of Brazilian origin, one of the ten largest in its sector worldwide. Petrobras' strategic vision for 2020 includes the goal of becoming the preferred company among its publics of interest. To achieve this, Petrobras had to develop a concept and categories of its publics that could be applied to all the company's areas and subsidiaries.

Design/methodology/approach

The study was based on analysis of theories related to publics and stakeholders, secondary data gathering, and on consultation of Petrobras areas and subsidiaries through workshops.

Findings

The analysis of theories of publics and stakeholders enabled the identification of some variables that can provide a basis for building concepts. The project identified needs and issues of each Petrobras public and gave rise to the concept and categories of publics of interest of the company.

Practical implications

The project brought greater understanding of the individuals and groups that compose the network to which Petrobras belongs. The participative process of internal consultation amplified the debate on the theme and enabled the conceptualization and classification of publics for Petrobras as a whole. The project represents a direct collaboration of the Corporate Communications Department with the company's strategic vision.

Originality/value

The study reinforces the perspective that, faced with myriad concepts, an organization can develop its own definition and classification of publics or stakeholders in order to help it to manage its relationships.

Citation

Carneiro, E., André Costa, M. and Mendes Neto, M. (2011), "Petrobras' study of publics: a step towards achieving the company's strategic vision for 2020", Corporate Communications: An International Journal, Vol. 16 No. 3, pp. 192-203. https://doi.org/10.1108/13563281111156862