masterThesis
Gestão de crises de imagem da UFRN: diagnóstico e estratégias
Fecha
2016-08-23Registro en:
SILVA, Williane Elayne Ricardo da. Gestão de crises de imagem da UFRN: diagnóstico e estratégias. 2016. 77f. Dissertação (Mestrado Profissional em Gestão de Processos Institucionais) - Centro de Ciências Humanas, Letras e Artes, Universidade Federal do Rio Grande do Norte, Natal, 2016.
Autor
Silva, Williane Elayne Ricardo da
Resumen
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.