Abstract

PITTA, Áurea Maria da Rocha  and  RIVERA, Francisco Javier Uribe. The starting point: a methodological proposal for communication planning, based on comprehensive healthcare. Interface (Botucatu) [online]. 2006, vol.10, n.20, pp. 395-410. ISSN 1807-5762.  http://dx.doi.org/10.1590/S1414-32832006000200009.

The text proposes, as a starting point of communication planning, an analysis of Strategic Situational Planning ("PES"), widely disseminated in the area of collective health. It discusses the relationship between concepts used in Strategic Situational Planning and political economics of the significant. The authors wrote the paper based on both the authors own opinion and that of others regarding institutional dynamics and health-citizen relationship at a local level.

Keywords : health communication; health services; health care (public health).