Estratégias de comunicação interna para momentos de crise
: Covid-19 : estudo de caso SATA

  • Andreia Sofia Carvalheiro Alves (Student)

Student thesis: Master's Thesis

Abstract

This thesis will analyze internal communication strategies for crisis using SATA’s case study as the ground for it. This is a very particular context due to its recent governance change associated with a public health crisis, COVID 19, which greatly affected the aviation sector.In this study, a qualitative analysis methodology was performed on the information collected via questionnaires. Data was analysed taking into account existent research in an attempt to advance current research knowledge.This study aims to show how “SP2MB” model can influence and contribute to better crisis’ management at SATA, during a pandemic situation. As a result of the research carried out on SATA's internal communication strategy, a new “SP2MB” model is proposed that aims to respond to the needs of the company, which can influence and contribute in the future to better crisis management in the context of a pandemic. The suggested model results from the case study carried out and is considered a value proposal provided based on five basic elements, which intends to propose new internal communication strategies for moments of crisis in an airline.The five pillars identified in the model have a decisive contribution to improve crisis management situations and are part of an indispensable characteristic within any organization - involvement.
Date of Award25 May 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMaria Romba (Supervisor)

Keywords

  • COVID-19
  • Communication crisis
  • Internal communication
  • Internal communication strategies
  • Crisis management
  • Improvisation
  • Motivation
  • Involvement
  • Well-being, and planning
  • Soft and hard skills

Designation

  • Mestrado em Ciências da Comunicação

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