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A comunicação de crise: o quê, quem, quando e como proceder. O caso da denúncia de praxes na escola naval
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A comunicação é um fator determinante para o sucesso das organizações, assumindo-se como um elemento-chave na construção de relações sólidas e na promoção de confiança junto dos diferentes públicos. Por isso, mensagens consistentes e alinhadas são fundamentais para alcançar uma comunicação eficaz. Este cenário é sentido no atual panorama institucional, marcado por uma crescente digitalização e interconectividade, onde a comunicação se transforma numa poderosa ferramenta para estimular o interesse do público e reforçar o valor de produtos ou serviços. Acelerada pela disseminação de informações nas redes sociais, esta dinâmica traz novos desafios às organizações, que necessitam de proteger a sua imagem e manter uma boa reputação, mas sem esquecer de que nem só do digital vive a comunicação das instituições. Neste contexto, a rapidez e a imprevisibilidade das crises no ambiente digital tornaram a capacidade de resposta e a gestão estratégica de crises uma prioridade essencial para as empresas, sendo um fator decisivo na preservação da sua credibilidade.
Tendo em vista estas questões, este trabalho procura responder à seguinte pergunta de investigação: Como foi conduzida a comunicação de crise pela Marinha Portuguesa no caso da denúncia de praxes na Escola Naval e qual o seu papel na reputação da instituição?
Com o estudo a centrar-se no caso da denúncia de praxes abusivas na Escola Naval da Marinha Portuguesa, definiram-se como objetivos específicos os seguintes: Identificar a tipologia de crise inerente ao caso em estudo; Identificar as etapas da crise, compreendendo as estratégias e ações implementadas antes, durante e após o surgimento do problema; Identificar o tipo de resposta à crise utilizado pela Marinha Portuguesa; Identificar as estratégias proativas adotadas pela Marinha Portuguesa para prevenir e preparar a sua comunicação de crise; Analisar as estratégias reativas implementadas pela Marinha Portuguesa na resposta à crise. Para atingir estes objetivos, será adotada uma metodologia qualitativa, com os dados a serem recolhidos através de uma entrevista semiestruturada.
Os resultados evidenciaram que o brand equity sólido da Marinha contribuiu para a confiança dos stakeholders na comunicação institucional durante a crise, reforçando a credibilidade da organização. A comunicação de crise revelou-se eficaz na proteção da reputação, mostrando que uma gestão estruturada e ágil permite enfrentar situações inesperadas sem comprometer a imagem institucional. Reconhece-se, contudo, que o estudo se limitou a uma única situação de crise, recomendando-se a análise de outros casos em futuras investigações para ampliar a compreensão da temática.
Communication is a determining factor for the success of organisations, assuming a key role in building solid relationships and promoting trust among different audiences. Therefore, consistent and aligned messages are fundamental to achieving effective communication. This scenario is evident in the current institutional landscape, marked by increasing digitalisation and interconnectivity, where communication has become a powerful tool for stimulating public interest and reinforcing the value of products or services. Boosted by the spread of information on social media, this dynamic pose new challenges for organisations, which need to protect their image and maintain a good reputation, without forgetting that institutions' communication is not solely digital. In this context, the speed and unpredictability of crises in the digital environment have made responsiveness and strategic crisis management an essential priority for companies, as a decisive factor in preserving their credibility. Taking these issues into account, this study seeks to answer the following research question: How was the crisis communication handled by the Portuguese Navy in the case of the hazing allegations at the Naval School, and what was its role in the institution's reputation? Focusing on the case of reports of abusive hazing practices at the Portuguese Naval Academy, the following specific objectives were defined: Identify the type of crisis inherent in the case under study; Identify the stages of the crisis, understanding the strategies and actions implemented before, during, and after the problem arose; Identify the type of crisis response used by the Portuguese Navy; Identify the proactive strategies adopted by the Portuguese Navy to prevent and prepare its crisis communication; Analyse the reactive strategies implemented by the Portuguese Navy in response to the crisis. A qualitative methodology will be adopted to achieve these objectives, with data collected through semi-structured interviews. The results showed that the Navy's solid brand equity contributed to stakeholder confidence in institutional communication during the crisis, reinforcing the organisation's credibility. Crisis communication proved effective in protecting reputation, showing that structured and agile management allows unexpected situations to be addressed without compromising the institutional image. However, it is recognised that the study was limited to a single crisis, and it is recommended that other cases be analysed in future research to broaden understanding of the topic
Communication is a determining factor for the success of organisations, assuming a key role in building solid relationships and promoting trust among different audiences. Therefore, consistent and aligned messages are fundamental to achieving effective communication. This scenario is evident in the current institutional landscape, marked by increasing digitalisation and interconnectivity, where communication has become a powerful tool for stimulating public interest and reinforcing the value of products or services. Boosted by the spread of information on social media, this dynamic pose new challenges for organisations, which need to protect their image and maintain a good reputation, without forgetting that institutions' communication is not solely digital. In this context, the speed and unpredictability of crises in the digital environment have made responsiveness and strategic crisis management an essential priority for companies, as a decisive factor in preserving their credibility. Taking these issues into account, this study seeks to answer the following research question: How was the crisis communication handled by the Portuguese Navy in the case of the hazing allegations at the Naval School, and what was its role in the institution's reputation? Focusing on the case of reports of abusive hazing practices at the Portuguese Naval Academy, the following specific objectives were defined: Identify the type of crisis inherent in the case under study; Identify the stages of the crisis, understanding the strategies and actions implemented before, during, and after the problem arose; Identify the type of crisis response used by the Portuguese Navy; Identify the proactive strategies adopted by the Portuguese Navy to prevent and prepare its crisis communication; Analyse the reactive strategies implemented by the Portuguese Navy in response to the crisis. A qualitative methodology will be adopted to achieve these objectives, with data collected through semi-structured interviews. The results showed that the Navy's solid brand equity contributed to stakeholder confidence in institutional communication during the crisis, reinforcing the organisation's credibility. Crisis communication proved effective in protecting reputation, showing that structured and agile management allows unexpected situations to be addressed without compromising the institutional image. However, it is recognised that the study was limited to a single crisis, and it is recommended that other cases be analysed in future research to broaden understanding of the topic
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Palavras-chave
Comunicação de crise Reputação Escola Naval Marinha portuguesa Crisis Communication Reputation Naval Academy Portuguese Navy