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Comunicação de crise em época de pandemia : estudo de caso da TAAG
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| 2.89 MB | Adobe PDF |
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Abstract(s)
A presente dissertação pretende analisar como é que a Transportadora Aérea Angolana, mais conhecida por TAAG Linhas aéreas de Angola, comunicou a crise causada pelo Coronavírus, com o cancelamento dos voos e encerramento do espaço aéreo angolano durante a primeira vaga da pandemia, no segundo trimestre de 2020. Este trabalho pretende mostrar a importância da comunicação de crise nas empresas, em época de pandemia, e foi escolhido um caso em particular para fazer o estudo. Perante este objetivo, na parte teórica, foi fundamentada a importância da comunicação de crise, explicando em que consiste comunicação organizacional, públicos, reputação, comunicação de crise, plano de comunicação e identificando as várias estratégias utilizadas pelas instituições para ajudar na resolução de crises. A metodologia utilizada neste trabalho é a qualitativa e consiste na realização de entrevistas ao diretor de comunicação e clientes da TAAG e na análise de conteúdo ao Facebook da mesma. Os dados reunidos permitiram analisar como é que a comunicação foi desenvolvida pela TAAG, junto do seu público externo, durante o período de março a julho de 2020 e foi também possível perceber a perceção do público externo em relação a esta comunicação. A conclusão mostra que, apesar de na teoria a TAAG ter uma política de comunicação exaustiva com o público externo durante uma crise, isso não se verificou na prática, sendo que os clientes se mostraram insatisfeitos com a comunicação desenvolvida durante o período analisado
This thesis intends to analyze how the Angolan national Air carrier, better known as TAAG Linhas Aéreas de Angola, managed public relations and how the company communicated the crisis caused by the global Coronavirus pandemic, resulting in the cancellation of flights and closure of Angolan airspace during the first wave of the pandemic, in the second quarter 2020. This work intends to show the importance of crisis communication in companies, during a pandemic period, and a particular case was chosen for the study. In view of this objective, in the theoretical part, the importance of crisis communication was based, explaining what organizational communication consists of, audiences, reputation, crisis communication, communication plan and identifying the various strategies used by institutions to help resolve crises. The methodology used in this work is qualitative and consists of interviews with TAAG's communication director, clients and analysis of its Facebook content. The data gathered allowed us to analyze how communication was developed by TAAG, and presented to the public, during the period from March to July 2020, and it was possible to understand the perception of the public in relation to this communication. The conclusion shows that, although in theory, TAAG has an exhaustive communication policy with the public during a crisis, this was not verified in practice, and customers were dissatisfied with the communication developed during the analyzed period.
This thesis intends to analyze how the Angolan national Air carrier, better known as TAAG Linhas Aéreas de Angola, managed public relations and how the company communicated the crisis caused by the global Coronavirus pandemic, resulting in the cancellation of flights and closure of Angolan airspace during the first wave of the pandemic, in the second quarter 2020. This work intends to show the importance of crisis communication in companies, during a pandemic period, and a particular case was chosen for the study. In view of this objective, in the theoretical part, the importance of crisis communication was based, explaining what organizational communication consists of, audiences, reputation, crisis communication, communication plan and identifying the various strategies used by institutions to help resolve crises. The methodology used in this work is qualitative and consists of interviews with TAAG's communication director, clients and analysis of its Facebook content. The data gathered allowed us to analyze how communication was developed by TAAG, and presented to the public, during the period from March to July 2020, and it was possible to understand the perception of the public in relation to this communication. The conclusion shows that, although in theory, TAAG has an exhaustive communication policy with the public during a crisis, this was not verified in practice, and customers were dissatisfied with the communication developed during the analyzed period.
Description
Keywords
Comunicação organizacional Comunicação de crise Stakeholders Públicos Reputação Estratégias Organizational communication Crisis communication Audiences Reputation Strategies