Comunicação de crise

: gestão de reputação em casos de assédio sexual no trabalho : o caso de Harvey Weinstein

Abstract

This dissertation constitutes a work with the objective of auscultating the strategies employed by an organization, in an attempt to restore their reputation, after a sexual harassment scandal. The qualitative research methodology was used, through the case study method, analyzing the case of Harvey Weinstein and the fall of his producer, The Weinstein Company. This election stems from the colossal socio-cultural impact that this case has unleashed around the world, after The New York Times published on October 2017 a piece that reported years of abuse perpetuated by the co-president of the company, Harvey Weinstein. Based on the starting question: "How can an organization repair its reputation in the face of a sexual harassment scandal?" I developed a case study for which the clipping data analysis technique was used to analyze the organization's responses to the scandal, based on the sociocultural theories of image repair and reputation repair. As a result of this investigation, and in order to add value to my dissertation, a guide of good practices was drawn up, consisting of guidelines for reputation management processes in organizations that suffer communication crises resulting from sexual harassment. This dissertation contributes to the academic literature by providing an innovative and current view on crisis communication and sexual harassment problems, offering answers that can, in practical terms, serve as guides for the managing and repairing of reputations in organizations that are suffering from sexual crises.

Date of Award	19 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria Romba (Supervisor)