The company performs the Organizational Ambience Survey to know the expectations and opinions of the employees. The analysis is a key support management tool, since it provides the administration with information about strengths and possibilities or needs to improve working conditions and relations
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Strategic communication with society
In 2008, the company reviewed the concept of stakeholder that are called Petrobras Public of Interest. The company analyses research results that provide detailed information and map dialogue opportunities that offer potential for developing ongoing relations with its stakeholders.
The concern with stakeholder engagement is expressed throughout its Strategic Plan, mentioned in the Mission and Vision 2020, Strategic Objectives and Performance Indicators of the Balanced Scorecard (BSC), Corporate Policies, Values and Behaviors.
The Petrobras Integrated Communication Plan (PIC) identifies and defines the company’s publics of interest and those with strategic engagement. The process consists of checking and knowing the scientific basis of the demands, expectations and opinions of each stakeholder and the degree or dependence, participation and influence.
In 2008, the PIC review defined publics of interest as “groups of individuals and/or organizations with common questions and/or requirements of a cultural, economic, environmental political or social nature, or which can form relations with Petrobras and are able to influence – or be influenced by – activities, business and/or reputation of the company”. The Competitors group was also included as a new Petrobras publics of interest.
After this PIC review, Petrobras will carry out a stakeholder mapping project and is assessing a model to engage and guarantee ongoing relations and dialogue involving all its stakeholders. The company already has some examples of an engagement approach with some groups.
To improve its corporate governance practices and disseminate its actions of social and environmental responsibility, Petrobras enhances its management through various communication channels. The company holds meetings, public hearings, visit programs and produces printed matter to be distributed when projects are being implemented in the neighboring communities for the first time.
One assessment tool is the Customer Satisfaction Survey – a quantitative analysis, with a structured questionnaire, by phone or personal interview, which analyzes client perception regarding relevant topics for commercial and technical relationship, such as negotiation, delivery, collection, credit, issue of documentation, product, post-sales service, commercial conditions, general satisfaction and competition. The survey, begun in 2008, will be announced in the first half of 2009. After the result, corrective and preventive actions will be taken to improve the forms of the company’s relationship with this public. The survey is a requirement of standard ISO 9000.
Corporate governance guidelines are one of the Petrobras communication policies that cover transparency principles with fast ongoing communication about the activities, products and services. To undertake opinion and market surveys, Petrobras selects suppliers that are members of the Brazilian Research Marketing Association (Abep) and European Society of Opinion Marketing Research (Esomar), institutions that stipulate and require compliance with the essential criteria for undertaking surveys and that attest the good quality of the work done.
Petrobras respects and complies with the regulations of the Brazilian National Advertising Self-Regulation Council (Conar). As a member of the Brazilian Advertisers’ Association (ABA), it joined the Standard Regulations Executive Board (Cenp), whose objective is to provide ethical principles in commercial relationships, to prevent abusive, deceitful, offensive advertising or that which disrespects the right to competition.
The company holds teleconferencing, roadshows, chats and service by internet. The Investor Relations site (IR) (www.petrobras.com.br/ri) is a direct channel for shareholders, investors and analysts to be able to send suggestions and settle doubts. Contact can also be made by letter, facsimile, e-mail and phone center. The press accesses information through press releases, visit programs and collective interviews in the site www.noticiaspetrobras.com.br
In addition to this service, the company offers the Petrobras Client Channel, an online electronic business platform by which the clients perform business and follow it up with the company.
The company performs the Organizational Ambience Survey to know the expectations and opinions of the employees with regard to activities, policies and practices, style of leadership, and other factors of interest. The analysis is a key support management tool, since it provides the administration with information about strengths and possibilities or needs to improve working conditions and relations. By applying the survey, a broader process was developed – Organizational Ambience Management – designed to assure a good working environment in the company.
The results are widely disclosed to the employees who have access to Petrobras data in their own unit and their management. After analyzing the results, Improvement Action Plans are set up in each unit, with employee participation.
Petrobras seeks to monitor and answer all stakeholder requirements. The topics and concerns raised are assessed, and there is an attempt to reach the best solution to clarify the inquiries and possible crises, offering fast and complete information. Depending on the relevance, the demands are taken to the company’s top administration for assessment and answer. Normally, the return is by releases, collective interviews, presentations and printed material.
During 2008, the IR area received inquiries from analysts about the development of the fields, costs, economic feasibility, new regulatory benchmark in the pre-salt area, plus questions on the price policy adopted by Petrobras and achieving the production targets in Brazil.
The main topics raised by clients refer to prices, negotiations and credit. They are always addressed in accordance with corporate and commercial guidance from the company’s Executive Board. The Engineering area received 1,256 contacts through the Call Us system. These included 855 suggestions, 57 complaints, 14 congratulations, 326 doubts/inquiries and 4 acknowledgments.
OMBUDSMAN’S OFFICE
| STATUS OF REQUIREMENTS | |
|---|---|
| Concluded | 19.061 |
| Pending | 1.708 |
| Total | 20.769 |
| MEANS OF CONTACT | |
| Electronic media (e-mail & site of Ombudsman’s Office | 20.223 |
| Letter | 148 |
| In person | 181 |
| Telephone | 174 |
| Facsimile | 43 |
| Total | 20.769 |
| TURNOVER OF DEMANDS | |
| 2006 | 15.652 |
| 2007 | 23.662 |
Petrobras Ombudsman’s Office acts as a channel for receiving opinions, suggestions, criticism, complaints and denunciations from the company stakeholders. Based on denunciations forwarded to the Ombudsman’s Office, areas specializing in investigation, such as the Internal Audit and Business Security, undertake audits and investigations, respectively. The result of such work is forwarded to those in charge of the units that, depending on the seriousness of the outcome, stipulate specific sanctions and measures.
The Ombudsman’s Office is not just a chat channel between citizens, workforce and the company’s top management but also an instrument of incentive to give value to human rights and the UN Global Compact principles. Contact can be made by phone, facsimile, letter, e-mail or in person.
The complaints received by the Ombudsman’s Office are handled and put together in monthly reports for the Administrative board and quarterly reports for directors and executive managers of corporate areas. In addition to these actions, the Ombudsman issues occasional messages to the company’s CEO to discuss relevant management matters that require his immediate knowledge. The Ombudsman’s Office was highlighted in the Global Accountability Report 2007 – a report by the One World Trust NGO, as a best practice of social responsibility.
MONITORING THE CORPORATE IMAGE
Petrobras uses the Corporate Image Monitoring System (Sismico) to verify the viewpoints of the different stakeholders with regard to its role. The system detects points of improvement, especially in relation to the perception of its image and permits structured knowledge of how Petrobras is regarded by each group with which it relates. Sismico checks topics such as management, competitiveness, ethics, social and environmental responsibility, international operations and future vision.
As a reputation indicator the company uses the RepTrak® methodology, a system designed by Reputation Institute, which compares the reputation quotient of companies in their countries of origin. In the 2008 study, Petrobras was ranked 20th among the 200 best corporate reputations in the world. Petrobras also continued in first place with the best reputation in Brazil for recognition of its actions of social responsibility.