Gerenciamento de crises de imagem na universidade federal de alagoas: aplicação de um manual de gerenciamento de crise de imagem

Abstract

Image crisis management in organizations is a complex and still little explored topic in Brazil, further increasing the challenge for managers and actors involved in resolving a critical situation, who must be prepared to act quickly and assertively in decision-making during the crisis, providing a quick solution to the crisis and reducing its impacts on the institution's image and reputation. The Federal University of Alagoas, despite its size and social, cultural and economic importance for the State of Alagoas, still does not have standards or an Image Crisis Management Manual. In this sense, the objective of this research sought to develop an image crisis management manual, analyze the importance of communication in managing this type of crisis, identify the impacts caused to organizations when in image crisis processes and analyze some concrete cases identifying the actions that were taken. The methodological procedures used were the qualitative approach, based on texts, which seeks to analyze and interpret aspects pertinent to the image crisis management manual, as for the objective, it is characterized as descriptive, seeking to describe attributes of situations and establish relationships between variables. The research was carried out within the scope of the Federal University of Alagoas and its cultural facilities, and data collection was carried out through bibliographic and documentary research and a crisis management training course offered to Ufal employees. The results showed that, in cases of image crises that occurred at Ufal, there are no procedures or standards, nor training for people to deal with image crises at the institution, and there is no institutionalization of image crisis management at the university. The results also highlighted the need to train and compose a specific and continuous framework of managers and employees to manage image crises.