Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-02-02T15:44:16Z No. of bitstreams: 1 WillianeElayneRicardoDaSilva_DISSERT.pdf: 13771767 bytes, checksum: 0fd92ae55e055f6cdb35146a6c67801a (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-02-09T21:15:37Z (GMT) No. of bitstreams: 1 WillianeElayneRicardoDaSilva_DISSERT.pdf: 13771767 bytes, checksum: 0fd92ae55e055f6cdb35146a6c67801a (MD5) / Made available in DSpace on 2017-02-09T21:15:37Z (GMT). No. of bitstreams: 1 WillianeElayneRicardoDaSilva_DISSERT.pdf: 13771767 bytes, checksum: 0fd92ae55e055f6cdb35146a6c67801a (MD5) Previous issue date: 2016-08-23 / O trabalho tem o objetivo de propor estrat?gias para a gest?o comunicacional de crises de imagem enfrentadas pela Universidade Federal do Rio Grande do Norte (UFRN), no intuito de evitar ou amenizar o impacto negativo na reputa??o da organiza??o. O estudo emp?rico foi desenvolvido de forma explorat?ria, averiguando os tipos de crise mais comuns, os setores mais afetados e a forma como a imprensa repercute informa??es negativas a respeito da universidade, por meio da coleta de mat?rias jornal?sticas. Al?m disso, procuramos conhecer o cen?rio nacional das Institui??es Federais de Ensino Superior (IFES) sobre a tem?tica, com base em um question?rio enviado aos setores de comunica??o. Dessa forma, com aporte bibliogr?fico e uma adapta??o ? realidade da UFRN, elaboramos um diagn?stico e um manual de gest?o de crises de imagem, com medidas de preven??o, gest?o e avalia??o p?s-crise. / The work aims to propose strategies for communication management image crisis faced by the Federal University of Rio Grande do Norte (UFRN), in order to avoid or mitigate the negative impact on the reputation of this organization. The empirical study will be developed in an exploratory way, checking the most common types of crisis, the most affected sectors and how the media publishes negative information about the university, through the collect of journalistic texts. Furthermore, we seek to know the national scene of Federal Institutions of Higher Education (IFES) on the subject, based on a questionnaire sent to the communication sectors. Thus, along with bibliographic contribution and an adaptation to the reality of the UFRN, we make a diagnosis and a crisis communication plan, with measures for prevention, management and post-crisis evaluation.