Managing crisis communication during Covid-19 times
: the case of Uniplaces

  • Nadia Elizabeth Jaime de Abreu (Student)

Student thesis: Master's Thesis

Abstract

During a crisis situation, companies need to ensure the best communication with its stakeholders since it is a period of anxiety and concern. There are numerous approaches and points of view related to which is the most adequate crisis communication plan. Yet not all companies or crisis or equal. Organizations can adapt their strategy according to the type of crisis.
In addition, it is important to highlight the importance of the stakeholder in this exchange. Stakeholders are nowadays able to share their discontentment or negative
opinion on social media, with the power of influencing others to change their minds. Companies tend to forget how important reputation is and forget to satisfy their
stakeholders needs in order to portray the best image to the exterior. While following trends, updating the content constantly and giving the audiences what they want, the
organization is successfully promoting engagement.
Plus, the rise of fakenews and misinformation are dangerous elements that can easily be the reason of a wrong interpretations from the users. A correct crisis response can fight that possibility.
From interviews to Uniplaces’ – the object of the internship report- marketing team and content analysis, this internship report allows us to describe Uniplaces’ crisis
communication during the pandemic Covid-19 as an example of a company that keeps in mind its stakeholders when communicating through empathy and support but at the same fails on using this crisis as an opportunity to repair its reputation.
Date of Award8 Feb 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPatrícia Dias (Supervisor)

Keywords

  • Crisis communication
  • Student-accommodation
  • Social media
  • Marketing
  • Consumer behaviour
  • Engagement

Designation

  • Mestrado em Ciências da Comunicação

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