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Ana Mafalda dos Santos: Gestão da comunicação de crise em organizações públicas e privadas
etapa pós-traumática é essencial no futuro das organizações, representando o momento em que se
devem tomar decisões correctivas, extraindo ensinamentos do ocorrido e devolvendo a confiança aos
públicos internos e externos.
Palabras clave
Comunicação de crise, organizações públicas, organizações privadas
Abstract
In Portugal, nowadays, we notice increasing concern with corporate image and its theories. In the
last decade, specialized books on the subject were edited, with contributions of major conceptual and
practical relevance, portending increasing importance to this area of activity, which structures much
of the success of modern organizations. However, the opposite is true with organizational crises,
events and extraordinary circumstances, which seem not to concern - except in high risk sectors -
Portuguese administrators and managers. In fact, institutions reserve the word "crisis" for
particularly severe events and with great visibility abroad. At this particular point we shall emphasize
the ascendancy of the media, which often contribute to amplify events which, in essence, are not
really critical. Hence the growing need to deal with organizational crises within the corporate
communication, because of the remarkable importance it can have on the perceived image of an
organization. Nevertheless, the fact is that very little has been documented nationally, concerning
crisis communication management.
Thence, we will approach subject of crisis communication on both preventive and reactive
perspectives, and post-crisis management, relevant as it can set up opportunities. The post-traumatic
stage is essential in the future of organizations, representing the moment when corrective decisions
must be made, from the incident and returning confidence to internal and external audiences.
Key words
Crisis communication, public organisations, deprived organizations
Introducción
O estudo apresentado tem por objecto de análise o tratamento das crises organizacionais e a
prática de uma boa gestão da comunicação corporativa, com vista à sua resolução. Procurarse-á
ressaltar a importância da prevenção, na medida em que entendemos ser possível, através
de uma adequada planificação, antecipar e / ou atenuar situações dolosas para a instituição.
# A6 ACTAS ICONO 14 - Nº A6 – pp. 801/817 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
C/ Salud, 15 5º dcha. 28013 – Madrid | CIF: G - 84075977 | www.icono14.net
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