Episode 15: Communicating to Build Trust: Strategy, Ethics, and Responsibility
In this episode, Professor Sónia Pedro Sebastião reflects on the role of strategic communication in building more ethical, transparent, and socially responsible organizations. Throughout the conversation, she addresses the importance of integrating communication into decision-making processes, the role of public relations as mediators between organizations, citizens, and the media, and the challenges professionals face in a context marked by economic interests, misinformation, and excessive informational noise. The interview also covers topics such as political and crisis communication, the need to prepare leaders to communicate with credibility and empathy, the impact of social media on public trust, and the responsibility of digital platforms in content management. More than a management tool, communication emerges as an essential element for strengthening trust, transparency, and the quality of democratic life.
Technical Sheet
Guest: Dr. Sónia Pedro Sebastião
Interview conducted by: Francisco Sena Santos
Technical direction: Pedro Sousa
Audio editing: Nuno Portugal
Science Communication: Alexandra Miguel