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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/21937 |
| Date | 23 August 2016 |
| Creators | Silva, Williane Elayne Ricardo da |
| Contributors | 00860006409, Pereira Filho, Sebasti?o Faustino, 85288454434, Silva, Maria Aparecida Ramos da, 63518341472, Souza, Jos? Carlos Aronchi de, 04573304819, Accioly, Sheila Mendes, 42252806400, Cruz, Adriano Charles da Silva |
| Publisher | PROGRAMA DE P?S-GRADUA??O EM GEST?O DE PROCESSOS INSTITUCIONAIS, UFRN, Brasil |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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