Are we on the right path? Insights from Brazilian universities on monitoring and evaluation of Public Communication of Science and Technology in the digital environment

This study addresses the perception of theoretical models and the application of evaluation indicators in the context of Public Communication of Science and Technology (PCST) within the digital environment of Brazilian federal universities. The model under validation was built based on the ideal types, presenting 26 indicators for monitoring and assessment. The results of a survey applied to communication managers in these institutions indicate the higher relevance of Type 1 indicators (Inform), with some institutions adopting Type 2 (Engage) indicators and, less frequently, Type 3 (Participate) indicators. Insufficient training in social media leads to platform-dependent evaluation. Despite being considered relevant, consistent monitoring remains irregular and is secondary in PCST programs.