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espanolEl presente escrito realiza el abordaje de la gestion de Issues Management en el marco de proyectos de inversion ambientalmente sensibles, y el rol clave que la comunicacion y el relacionamiento con los distintos publicos desempenan en estos escenarios. Los movimientos sociales y organizaciones pseudo-ecologistas, sumados a los intereses espurios que suelen colarse en este tipo de reclamos, imponen un profundo analisis este tipo de proyectos que requieren de una gestion profesional con una vision 360° que incluya una adecuada estrategia de comunicacion y relacionamiento. La percepcion social del riesgo, las complejas relaciones entre ciencia, tecnologia y sociedad, escenarios de gran visibilidad con actores no expertos, los mitos y las falsas alarmas, y el papel de los medios de comunicacion son algunos de los componentes que impactan en la opinion publica y en la gestion de Issues Management. Analiza el caso Botnia. EnglishThe present work makes the boarding of the management of Issues Management within the framework of investment projects environmentally sensible, and the key role that communication and relationship with different publics carry out in these scenarios. The social movements and organizations pseudo-ecologists, added to the spurious interests that usually appear in this type of reclamations, imposes a deep project analysis that require of a professional management with a vision 360° that includes a suitable strategy of communication and relationship. The social perception of risk, the complex relations between science, technology and society, scenarios of great visibility with non expert actors, the myths and the false alarms, and the role of mass media are some of the components that hit in the public opinion and in the management of Issues Management. It analyzes the Botnia case. portuguesO presente escrito faz a abordagem da gestao de Issues Management no marco dos projetos de investimento ambientalmente sensiveis, e o papel finque que a comunicacao e o relacionamento com os publicos desempenham nestes cenarios. Os movimentos sociais e organizacoes pseudos ecologistas, somados aos interesses espurios que costumam aderirse neste tipo de projeto que requerem de uma gestao profissional com uma visao 360o que inclua uma adecuada estrategia de comunicacao e relacionamento. A percepcao social do risco, as complexas relacoes entre ciencia, tecnologia e sociedade, palcos de grande visibilidade com atores nao experientes, os mitos e os falses alarmes, e o papel dos meios de comunicacao sao alguns dos componentes que impactam na opiniao publica e na gestao de Issues Management. Analissa o caso Botnia.

Issues Management La comunicación de proyectos de inversión ambientalmente sensibles