Boas práticas de comunicação de crise

: estudo de caso EDP Continente

Abstract

The purpose of this study is to perceive how a company's image and reputation is affected in a moment of crisis. The campaign EDP Continente ™, a savings solution, was created in order to help manage two essential aspects of a family budget: electricity and grocery shopping, and generated some controversy as it was accused of "lack of transparency" since it failed to disclose important aspects in its membership, and for this reason we consider it to be an interesting case study to analyze its impact on the organizational structure of both companies. Based on this study we will investigate the positive aspects and / or negative effects of this event on crisis management. To do this analysis we will apply an interpretive methodology using semi-structured interviews with two entities, EDP and DECO, in order to understand each one's perspectives. Assuming that reality is complex and subjective, we will try to explain this social phenomenon by analyzing it and interpreting it from a social sciences point of view, ie, we review some theories of communication and organization, we analyzed the research work developed by the cybernetics and the school of Palo Alto, and finally we studied the impact of leadership theories in maintaining a close relationship within and outside the organization. Based on the initial question "How do companies sustain their image and reputation during a crisis?" we will highlight some suggestions and propose some insights, seeking to justify them, based on the theories and arguments presented during the interviews. This research aims to deepen the knowledge about crisis communication, through the study of methods and techniques that help achieve a good management and at the same time contribute to the enlightenment of the entire scientific community.

Date of Award	Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)