Özet:

Abstract This article aims to contribute to the discussions on the work of the press office / communication in the dissemination of scientific research carried out in public universities. To this end, it analyzes the contents of the newsletter @UFRNotícias, produced by the Communication Agency of the Federal University of Rio Grande do Norte, in Brazil, related to scientific investigations carried out in the aforementioned organization and to administrative themes (events, services and institutional dissemination). The theoretical debate involves concepts of communication and press consultancy, public communication associated with scientific dissemination and the importance of organizational and strategic communication in the consolidation of the image and the social legitimation of a public teaching and research institution. As methodology, content analysis was used to formulate thematic categories related to scientific dissemination, observe the format of the media product and make inferences about the conditions of production of the material and about the social and institutional context in which it is inserted. The sample consists of 24 newsletters (144 texts) sent in August 2018. Results show that the contents related to scientific research have little prominence (absence of photos and videos) and space in the newsletter (about 8% of the total), and they are mostly superficial. The standardized format and heterogeneous coverage demonstrates an attempt to disseminate content that serves the interests of different audiences such as journalists and the academic community.

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