MEDIA IMAGE CRISIS: A CASE STUDY OF A HIGHER EDUCATION INSTITUTION

• DOI: 10.22533/at.ed.558272221033

• Palavras-chave: Organizational communication; University education; communication management.

• Keywords: Organizational communication; University education; communication management.

• Abstract:

  The Federal University of Rio Grande do Norte is the oldest higher education institution in the state and with the largest number of members. Due to the socio-economic impact of the organization, the actions generate constant repercussion in the media, requiring image management strategies to strengthen the reputation, in addition to avoiding or mitigating negative impacts. This way, we developed a case study to investigate the most recurrent types of image crisis, the most affected sectors and the way in which the press reflects negative information. We used as main methodology the content analysis, from the collection of informative journalistic texts, and secondary, the application of a questionnaire between the Federal Institutions of Higher Education (IFES). The research resulted in a diagnosis of the main media image crises.

   

• Número de páginas: 18