Relações públicas, estratégias e técnicas: a importância da comunicação institucional na gestão de crises da Defesa Civil de Maceió

Abstract

This study proposes a reflection on the importance of communication practices in public organizations, aimed at crisis management. Considering the planning of Public Relations in integrated communication, Kunsch (2003), a field that requires strategic articulations, especially in events that involve the management of organizational identity and image. The object of study chosen for the preparation of this work was anchored in the Civil Defense of Maceió. It deals intermittently with critical events that demand a quick response to ensure its stakeholders are aware of the actions and measures to be implemented. In addition, we highlight the role of Public Relations in organizational communication in the institution to perform forms of construction and preservation of institutional memory, generating and strengthening bonds and values.