Public and private communication in climate disasters: Strategic dichotomies and the case of Taió , Santa Catarina

Abstract

Context:
This article examines the strategic and deontological differences between public and private communication during climate crises, emphasizing transparency as the guiding principle of governmental communication. The study assumes that institutional communication plays a decisive role in risk management and public trust-building, especially in contexts of socio-environmental vulnerability. Methodologies: The research was based on a literature review and an empirical case study conducted in the municipality of Taió, Santa Catarina, affected by extreme climate events between October and November 2023. A total of 499 posts published on the city government’s Instagram account were analyzed to identify discursive patterns and communication strategies. The analysis revealed four central dichotomies: people versus reputation, informational flow versus narrative control, silence versus transparency, and preventive versus reactive communication. Considerations: Results indicate a predominance of reactive strategies and a lack of preventive alerts, which inadvertently align the public sector with communication practices typical of the private sector. It is concluded that adopting specific protocols oriented toward full transparency is essential for the effectiveness of public communication in climate risk contexts. Transparency should be understood not merely as an operational guideline but as an ethical foundation of climate justice. Finally, the study recommends establishing a national regulatory framework to standardize communication practices in emergencies, strengthening institutional resilience and equitable access to information.