A comunicação de crise e a proteção da imagem e reputação : boeing case study
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2021
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Quando avaliamos quais os ativos de uma companhia, é muito
comum que sejam valorizados números que indiquem resultados de venda e
lucratividade. Entretanto, um dos maiores valores que uma organização tem
é sua imagem e reputação, que devem ser salvaguardadas para garantir a
continuidade de suas atividades. A teoria que aborda a manutenção e
recuperação da imagem e reputação de uma empresa é abundante, mas
quando falamos na referida manutenção em tempos de crise, os estudos que
exploram a Comunicação de Crise e seus possíveis efeitos são assertivos.
Com uma sociedade cada vez mais imediatista e crises cada vez mais
globalizadas, é fundamental que a Comunicação de Crise seja parte intrínseca
de um plano de Relações Públicas bem estruturado e coerente com a
identidade organizacional, mas é preciso ir mais a fundo para descortinar a
correlação entre estes elementos. Qual o papel das Relações Públicas na
Comunicação de Crise para a recuperação de uma empresa? Considerando
que a ilustração entre o estudo e a prática são necessários para a evolução
contínua da Comunicação Corporativa, esta dissertação visa demonstrar a
aplicabilidade da teoria a um caso recente que traz elementos claros e ricos
para exploração, o que justifica a metodologia utilizada em caso único, mas
com uma riqueza de elementos suficiente para ter grande relevância
investigativa. A coleta de dados demonstra os laços entre a teoria e os fatos,
bem como suas consequências, ilustrando estudos anteriores. O objetivo
principal é demonstrar o papel das Relações Públicas na recuperação da
imagem e reputação de uma empresa e, para tanto, foi feita a análise da
Comunicação de Crise adotada pela organização eleita para o presente estudo.
O resultado desta investigação qualitativa utiliza-se de elementos concretos
que enaltecem os estudos teóricos, confirmando significativamente o que a
teoria orienta a este respeito e consolidando a importância das Relações
Públicas na manutenção de uma imagem e reputação corporativa positivas,
ainda que em tempos de crise. Assim, foi possível concluir que a relação entre
as Relações Públicas e a Comunicação de Crise é intimista, isto é, as Relações
Públicas podem, inclusive, orientar a Comunicação de Crise para que os
stakeholders da Organização em questão possam ser influenciados de maneira
positiva. Desta forma, conclui-se, ainda, que para a recuperação da reputação
organizacional, há que se considerar os relacionamentos de maneira plural,
resultando em uma estratégia de Relações Públicas permanente, que não só
recupera, mas também mantém a prosperidade da reputação organizacional.
Entretanto, ao se falar em estratégia, para que possam ser comprovadas as
linhas teóricas, é preciso também analisar os planos estratégicos utilizados, e,
como tal acesso não foi possível, a comprovação de que um plano estratégico
deve permitir o diálogo entre o público-alvo para que a recuperação
organizacional seja concretizada restou infundado. Com isso, é possível
reafirmar o mérito da Comunicação Corporativa e sua aplicação
multidisciplinar para desenvolver sua execução prática e, também,
acadêmica.
When estimating the values of a company, reaching out for numbers that indicate its sales results and profitability is the first priority of evaluaters. However, one of the greatest values that an organization has is its image and reputation, which must be safeguarded to guarantee the continuity of its activities. The theory that addresses the maintenance and recovery of a company's image and reputation is abundant, but when we talk about that maintenance in times of crisis, the studies that explore Crisis Communication and its possible effects are assertive. With an increasingly immediate society and increasingly globalized crises, it is essential that crisis communication is an intrinsic part of a Public Relations plan well-structured and consistent with the organizational identity, but it is necessary to go deeper to discover the correlation between these elements. What is the role of Public Relations in Crisis Communication for the recovery of a company? Considering that the illustration between study and practice are necessary for the continuous evolution of Corporate Communication, this dissertation aims to demonstrate the applicability of the theory to a recent case that brings clear and rich elements for exploration, which justifies the methodology used in a single case, but with a wealth of elements sufficient to have great investigative relevance. Data collection demonstrates the links between theory and facts, as well as their consequences, illustrating previous studies. The main objective is to demonstrate the role of Public Relations in recovering the image and reputation of a company and, for that, an analysis of the crisis communication adopted by the organization chosen for the present study was carried out. In order to achieve this objective, a theoretical framework was developed, which is pertinent to what would be observed in the practical case, establishing references that would later be covered in the practical investigation. The result of this qualitative research uses fateful elements that enhance the theoretical studies, significantly confirming what the theory guides in this regard and consolidating the importance of Public Relations in maintaining a positive corporate image and reputation, even in times of crisis. Thus, it was possible to conclude that the relationship between Public Relations and Crisis Communication is intimate, that is, Public Relations can even guide Crisis Communication, so that the stakeholders of the Organization in question can be positively influenced. In this way, it is concluded, still, that for the recovery of the organizational reputation, it is necessary to consider the relationships in a plural way, resulting in a permanent Public Relations strategy, which not only recovers, but also maintains the prosperity of the organizational reputation. However, when talking about strategy, so that the theoretical lines can be proven, it is also necessary to analyze the strategic plans used, and, as such access was not possible, the proof that a strategic plan must allow dialogue between the public-target for the organizational recovery to be carried out remained unfounded. With this, it is possible to reaffirm the merit of Corporate Communication and its multidisciplinary application to develop its practical and also academic execution.
When estimating the values of a company, reaching out for numbers that indicate its sales results and profitability is the first priority of evaluaters. However, one of the greatest values that an organization has is its image and reputation, which must be safeguarded to guarantee the continuity of its activities. The theory that addresses the maintenance and recovery of a company's image and reputation is abundant, but when we talk about that maintenance in times of crisis, the studies that explore Crisis Communication and its possible effects are assertive. With an increasingly immediate society and increasingly globalized crises, it is essential that crisis communication is an intrinsic part of a Public Relations plan well-structured and consistent with the organizational identity, but it is necessary to go deeper to discover the correlation between these elements. What is the role of Public Relations in Crisis Communication for the recovery of a company? Considering that the illustration between study and practice are necessary for the continuous evolution of Corporate Communication, this dissertation aims to demonstrate the applicability of the theory to a recent case that brings clear and rich elements for exploration, which justifies the methodology used in a single case, but with a wealth of elements sufficient to have great investigative relevance. Data collection demonstrates the links between theory and facts, as well as their consequences, illustrating previous studies. The main objective is to demonstrate the role of Public Relations in recovering the image and reputation of a company and, for that, an analysis of the crisis communication adopted by the organization chosen for the present study was carried out. In order to achieve this objective, a theoretical framework was developed, which is pertinent to what would be observed in the practical case, establishing references that would later be covered in the practical investigation. The result of this qualitative research uses fateful elements that enhance the theoretical studies, significantly confirming what the theory guides in this regard and consolidating the importance of Public Relations in maintaining a positive corporate image and reputation, even in times of crisis. Thus, it was possible to conclude that the relationship between Public Relations and Crisis Communication is intimate, that is, Public Relations can even guide Crisis Communication, so that the stakeholders of the Organization in question can be positively influenced. In this way, it is concluded, still, that for the recovery of the organizational reputation, it is necessary to consider the relationships in a plural way, resulting in a permanent Public Relations strategy, which not only recovers, but also maintains the prosperity of the organizational reputation. However, when talking about strategy, so that the theoretical lines can be proven, it is also necessary to analyze the strategic plans used, and, as such access was not possible, the proof that a strategic plan must allow dialogue between the public-target for the organizational recovery to be carried out remained unfounded. With this, it is possible to reaffirm the merit of Corporate Communication and its multidisciplinary application to develop its practical and also academic execution.
Descrição
Orientação: Marta Maria Cordeiro Lopes
Palavras-chave
MESTRADO EM COMUNICAÇÃO NAS ORGANIZAÇÕES, COMUNICAÇÃO, COMUNICAÇÃO ORGANIZACIONAL, RELAÇÕES PÚBLICAS, COMUNICAÇÃO DE CRISE, IMAGEM ORGANIZACIONAL, ESTUDOS DE CASO, COMMUNICATION, ORGANIZATIONAL COMMUNICATION, PUBLIC RELATIONS, CRISES COMMUNICATION, ORGANIZATIONAL IMAGE, CASE STUDIES