{"id":12073,"date":"2021-08-25T11:44:13","date_gmt":"2021-08-25T14:44:13","guid":{"rendered":"https:\/\/comunique-se.com.br\/blog\/?p=12073"},"modified":"2021-08-31T15:39:29","modified_gmt":"2021-08-31T18:39:29","slug":"jornalismo-da-fonte-e-assessoria","status":"publish","type":"post","link":"https:\/\/comunique-se.com.br\/blog\/jornalismo-da-fonte-e-assessoria\/","title":{"rendered":"Jornalismo da fonte e as mudan\u00e7as na assessoria de imprensa"},"content":{"rendered":"<h2 style=\"text-align: center;\"><em><span style=\"font-weight: 400;\">O jornalismo da fonte cumpre fun\u00e7\u00e3o semelhante ao papel de assessor de imprensa. O conceito \u00e9 parecido com a tradicional e j\u00e1 conhecida sala de imprensa<\/span><\/em><\/h2>\n<p><span style=\"font-weight: 400;\">A<\/span><a href=\"https:\/\/comunique-se.com.br\/blog\/blog\/o-que-e-assessoria-de-imprensa\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">assessoria de imprensa<\/span><\/a><span style=\"font-weight: 400;\"> surgiu no come\u00e7o do s\u00e9culo XX, mais precisamente no ano de 1906. O seu criador foi o jornalista Yvy Lee, que passou a reverter crises de seus clientes por meio da opini\u00e3o p\u00fablica. Ele buscava a divulga\u00e7\u00e3o de informa\u00e7\u00f5es positivas sobre seus representantes, utilizando da imprensa informativa e gratuita. Com o tempo, a assessoria de imprensa foi mudando e se adaptando ao mercado. Paralelo a isso, apareceu o jornalismo da fonte. As informa\u00e7\u00f5es para escrever este post foram obtidas no<\/span><a href=\"https:\/\/journals.openedition.org\/cp\/1110#tocto1n2\" target=\"_blank\" rel=\"noopener noreferrer\"> <span style=\"font-weight: 400;\">artigo<\/span><\/a><span style=\"font-weight: 400;\"> desenvolvido por Edson Gil Santos J\u00fanior e Maria L\u00facia Becker.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">O assessor de imprensa<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">O jornalista que trabalha como assessor, como o pr\u00f3prio nome j\u00e1 diz, assessora os clientes. Isso quer dizer que ele precisa defender os interesses do assessorado. Por muito tempo, o assessor foi fonte principal para as reda\u00e7\u00f5es. Inclusive, a oferta de pauta dos assessores para as reda\u00e7\u00f5es, geralmente, \u00e9 maior do que a demanda necess\u00e1ria. \u00c9 preciso realizar um mapeamento de ve\u00edculos que possam ser interessantes para o seu cliente, buscando espa\u00e7o na m\u00eddia e notoriedade ao assessorado.<\/span><\/p>\n<h3 style=\"text-align: center;\">\r\n\t\t<div id=\"cp_popup_id_9746\" class=\"cp-popup-container cp-popup-live-wrap cp_style_9746 cp-module-inline cpro-open \" data-style=\"cp_style_9746\" data-module-type=\"inline\" data-class-id=\"9746\" data-styleslug=\"cta-incontent-sala-de-imprensa-2-2\">\r\n\r\n\t\t\t\r\n\t\t\t<div class=\"cp-popup-wrapper cp-manual cp-popup-inline  \"  >\r\n\t\t\t\t<div class=\"cp-popup  cpro-animate-container \">\r\n\r\n\t\t\t\t\t\r\n\t\t\t\t<input type='hidden' class='panel-settings' data-style_id= '9746' data-section='configure' value='{&quot;show_for_logged_in&quot;:&quot;1&quot;,&quot;hide_on_device&quot;:&quot;&quot;}' ><input type='hidden' 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.cp-target:hover { color:#fff;background:#ea820b;}.cp_style_9746 #cp_button-2-9746 .cp-target { border-style:none;}.cp_style_9746 #cp_button-2-9746 .cp-target ~ .cp-field-shadow { border-style:none;}.cp_style_9746 #cp_button-2-9746 .cp-target { border-color:#9B59B6;}.cp_style_9746 #cp_button-2-9746 .cp-target ~ .cp-field-shadow { border-color:#9B59B6;}.cp_style_9746 #cp_button-2-9746 .cp-target { border-width:2px 2px 2px 2px;}.cp_style_9746 #cp_button-2-9746 .cp-target ~ .cp-field-shadow { border-width:2px 2px 2px 2px;}.cp_style_9746 #cp_button-2-9746 .cp-target { border-radius:20px 20px 20px 20px;}.cp_style_9746 #cp_button-2-9746 .cp-target ~ .cp-field-shadow { border-radius:20px 20px 20px 20px;}.cp_style_9746 #cp_button-2-9746 .cp-target > .cp-close-link { border-radius:20px 20px 20px 20px;}.cp_style_9746 #cp_button-2-9746 .cp-target > .cp-close-image { border-radius:20px 20px 20px 20px;}.cp_style_9746 #cp_button-2-9746 .cp-target { }.cp_style_9746 #cp_button-2-9746 .cp-target ~ .cp-field-shadow { }.cp_style_9746 #cp_button-2-9746 .cp-rotate-wrap{ transform:rotate( 0deg);}.cp_style_9746 #cp_button-2-9746 .cp-target:hover { border-color:#8E44AD;}.cp_style_9746 #cp_button-2-9746 .cp-target:hover ~ .cp-field-shadow { border-color:#8E44AD;}.cp_style_9746 #cp_button-2-9746 { left: 397.734375px;top: 200px;z-index:6;}}@media ( max-width: 767px ) {.cp_style_9746 .cp-invisible-on-mobile {display: none !important;}}<\/style>\r\n\t\t\t\t\t<div class=\"cp-popup-content cpro-active-step  cp-inline    cp-middle  cp-panel-1\"   data-overlay-click =\"1\" data-title=\"CTA \u2013 Mailing imprensa (Edit 2019)\" data-module-type=\"inline\"  data-step=\"1\"  data-width=\"700\" data-mobile-width=\"360\" data-height=\"250\" data-mobile-height=\"400\" data-mobile-break-pt=\"767\" data-popup-position=\"middle\" data-mobile-responsive=\"yes\">\r\n\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t<div class=\"cpro-form-container\">                             \r\n\t\t\t\t\t\t<div id=\"cp_heading-2-9746\" class=\"cp-field-html-data    cp-none cp_has_editor\" data-type=\"cp_heading\"      ><div class=\"cp-rotate-wrap\"><div class=\"cp-target cp-field-element cp-heading tinymce\"  name=\"cp_heading-2\"><p>Conhe&ccedil;a o maior Mailing Imprensa do Brasil<\/p><\/div><\/div>\r\n<\/div><div id=\"cp_paragraph-2-9746\" class=\"cp-field-html-data    cp-none cp_has_editor\" data-type=\"cp_paragraph\" data-field-title=\"Paragraph\"      ><div class=\"cp-rotate-wrap\"><div class=\"cp-target cp-field-element cp-paragraph tinymce\"  name=\"{{name}}\"><p>Amplie seu relacionamento com a imprensa e aumente sua visibilidade na m&iacute;dia. Distribua seus releases para os jornalistas certos, na hora certa.<\/p><\/div><\/div>\r\n<\/div><div id=\"cp_image-2-9746\" class=\"cp-field-html-data    cp-none cp-image-ratio\" data-type=\"cp_image\"  data-action=\"none\" data-step=\"1\"     >\r\n\t<div class=\"cp-rotate-wrap\">\r\n\t\t<div class=\"cp-image-main\"><img decoding=\"async\" data-cp-src=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2018\/04\/Capa-Ebook-2.jpg\" class=\"cp-img-lazy cp-target cp-field-element cp-image\" name=\"cp_image-2\" alt=\"release\" src=\"\">\r\n\t\t\t<div class=\"cp-field-shadow\"><\/div>\r\n\t\t<\/div>\r\n\t\t\r\n\t<\/div>\r\n<\/div><div id=\"cp_button-2-9746\" class=\"cp-field-html-data   cp-none\" data-type=\"cp_button\"   data-action=\"goto_url\" data-step=\"1\"   data-redirect=\"https:\/\/comunique-se.com.br\/#formulario\" data-redirect-target=\"_blank\"    >\r\n\t<div class=\"cp-rotate-wrap\"><button type=\"button\" class=\" cp-target cp-field-element cp-button cp-button-field\"  data-success-message=\"Thank You for Subscribing!\" data-get-param=\"false\">SAIBA MAIS<\/button>\r\n\t<div class=\"cp-btn-tooltip\"><\/div>\r\n<\/div><\/div>\t\t\t\t\t\t\t<\/div>              \r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n\t\t\t\t\t\t<\/div><!-- .cp-popup-content -->\r\n\t\t\t\t\t\t      \r\n\t\t<input type=\"hidden\" name=\"param[date]\" value=\"05\/13\/2026\" \/>\r\n\t\t<input type='text' class='cpro-hp-field' name='cpro_hp_field_9746' value=''>\r\n\t\t<input type=\"hidden\" name=\"action\" value=\"cp_v2_notify_admin\" \/>\r\n\t\t<input type=\"hidden\" name=\"style_id\" value=\"9746\" \/>\r\n\t\t\t\t\t\t<\/div>\r\n\t\t\t\t\t\t\t<\/div><!-- .cp-popup-wrapper -->\r\n\t\t\t\r\n\t\t\t\t\t<\/div><!-- Modal popup container -->\r\n\t\t\t<\/h3>\n<h3><span style=\"font-weight: 400;\">Mas e a sala de imprensa?<\/span><\/h3>\n<h3><\/h3>\n<p><span style=\"font-weight: 400;\">Um termo mais conhecido do que o conceito de \u201cjornalismo da fonte\u201d \u00e9 a sala de imprensa. E podemos considerar que ambos possuem uma mesma caracter\u00edstica. <a href=\"https:\/\/comunique-se.com.br\/blog\/blog\/sala-de-imprensa-virtual-case\/\" target=\"_blank\" rel=\"noopener\">A sala de imprensa<\/a> \u00e9 uma p\u00e1gina dentro do site de uma empresa, onde ficam dispon\u00edveis todos os materiais divulgados \u00e0 imprensa, como releases, artigos e cases. O espa\u00e7o costuma ser adotado por organiza\u00e7\u00f5es que pertencem \u00e0 categoria <\/span><i><span style=\"font-weight: 400;\">high profile<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h3><\/h3>\n<p><span style=\"font-weight: 400;\">Ela tamb\u00e9m pode estar no site de uma ag\u00eancia de assessoria de imprensa, com objetivo de mostrar, por exemplo, todas as publica\u00e7\u00f5es de clientes na m\u00eddia. E para que a sala de imprensa seja relevante, \u00e9 preciso ter recorr\u00eancia na produ\u00e7\u00e3o e publica\u00e7\u00e3o dos conte\u00fados. Afinal, imagine s\u00f3 um jornalista entrar na sala de imprensa em busca de novidades sobre a corpora\u00e7\u00e3o e encontrar somente informa\u00e7\u00f5es desatualizadas? \u00c9 uma grande oportunidade de divulga\u00e7\u00e3o org\u00e2nica perdida.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15382 size-large\" src=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2019\/11\/Sala-de-Imprensa-1-1024x506.png\" alt=\"\" width=\"1024\" height=\"506\" srcset=\"https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2019\/11\/Sala-de-Imprensa-1-1024x506.png 1024w, https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2019\/11\/Sala-de-Imprensa-1-300x148.png 300w, https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2019\/11\/Sala-de-Imprensa-1-768x379.png 768w, https:\/\/comunique-se.com.br\/blog\/wp-content\/uploads\/2019\/11\/Sala-de-Imprensa-1.png 1348w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">E n\u00e3o basta somente o conte\u00fado, \u00e9 preciso levar tamb\u00e9m materiais multim\u00eddia. Se poss\u00edvel, disponibilize em cada conte\u00fado diversas op\u00e7\u00f5es de fotos. Se conseguir incluir algum material audiovisual, melhor ainda. \u00c9 uma forma de tornar ainda mais atrativo para o jornalista. Outro dado que deve ser obrigat\u00f3rio na sala de imprensa \u00e9 o contato da equipe respons\u00e1vel pelas divulga\u00e7\u00f5es na m\u00eddia. Com isso, o jornalista pode entrar em contato em caso de alguma d\u00favida ou solicita\u00e7\u00e3o.<\/span><\/p>\n<h3><\/h3>\n<h3><span style=\"font-weight: 400;\">Concluindo&#8230;<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Os dois profissionais distribuem fontes para a imprensa, mas utilizando de m\u00e9todos diferentes. O assessor de imprensa tenta vender as pautas para a imprensa, mas sem a certeza se ser\u00e1 aproveitada. J\u00e1 o jornalista da fonte tem site fixo de publica\u00e7\u00e3o e seu objetivo \u00e9 que esse portal se torne refer\u00eancia para os jornalistas na hora de buscar fontes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E o conceito de sala de imprensa pode se aplicar aos dois cargos. \u00c9 bem parecido com a ideia de jornalismo da fonte, mas j\u00e1 \u00e9 utilizada h\u00e1 tempos por assessores e grandes empresas. O objetivo dos dois formatos \u00e9 que seja uma fonte de pauta para publica\u00e7\u00e3o na imprensa.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>O jornalismo da fonte cumpre fun\u00e7\u00e3o semelhante ao papel de assessor de imprensa. O conceito \u00e9 parecido com a tradicional e j\u00e1 conhecida sala de imprensa A assessoria de imprensa surgiu no come\u00e7o do s\u00e9culo XX, mais precisamente no ano de 1906. O seu criador foi o jornalista Yvy Lee, que passou a reverter crises&hellip;<\/p>\n","protected":false},"author":20,"featured_media":15383,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5],"tags":[],"yst_prominent_words":[],"class_list":["post-12073","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-corporativa","category-5","description-off"],"_links":{"self":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/posts\/12073","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/comments?post=12073"}],"version-history":[{"count":0,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/posts\/12073\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/media\/15383"}],"wp:attachment":[{"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/media?parent=12073"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/categories?post=12073"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/tags?post=12073"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/comunique-se.com.br\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=12073"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}