The document discusses the challenges of public communication at UNILA university. It introduces the speakers Ramon Lourenço and Mayara Godoy from the university's Communication Secretariat. It then outlines some of the main communication channels used by UNILA, such as websites, newsletters, and social media. Finally, it discusses four main challenges faced in recent years: 1) promoting the university internationally without paid advertising, 2) responding to a negative news story, 3) resisting external political pressures, and 4) dealing with online prejudice and "haters".