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Gestão de crise

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Comunicação de crise: como prevenir sua empresa e preservar a reputação em um momento delicado. Conheça todas as etapas da gestão de crise e saiba como montar um plano para sua empresa em https://www.comunicacaointegrada.com.br/materiais-gratuitos/

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  • Obrigada pelas dicas, Isabela. Já me ajudou.
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Gestão de crise

  1. 1. Gestão de criseA comunicação emmomento decisivoPor Isabela PimentelJornalista, especializada emComunicação Organizacional - ESPM/RJContato: isabeladpimentel@gmail.com
  2. 2. Conceito de criseA Crise ocorre quando um fato, que podeser previsível ou não, se desencadeira eafeta a imagem ou reputação da empresa,tendo reflexo nos negócios em que atua.Pode ser acarretada por fatores internos(Sucessão, problemas de gestão) ouexternos (crise em produtos,serviços,acidentes).
  3. 3. Antecipe-se!Em um momento em que todos osusuários tem contato com as empresasatravés das redes sociais e a mídia atuacomo quarto poder, uma empresa nãopode estar no mercado sem ter um mapade crise pré-definido, que considere o quepoderia afetar seus negócios, antecipandocomo agir.
  4. 4. Minimizar arranhões à imagemAtravés da elaboração do mapeamentoprévio, a equipe de comunicação seprepara para antecipar as crises, sabendocomo agir quando ela for deflagrada.
  5. 5. Gestão e gerenciamentoA gestão da crise compreende todo oprocesso de planejamento prévio eelaboração de um plano de ações decaráter preventivo.O gerenciamento da crise trata-se doconjunto de ações desenvolvidas nomomento em que a crise já está instaladana empresa.
  6. 6. Como prevenir a crise?Avalie os pontos vulneráveis de sua empresa e do setor em queatuaDetecte a imagem que sua empresa possui no mercado, através depesquisasTenha em mente nomes-chave para compor o Comitê de Crise.Tenha uma estratégia de prevençãoCrie um Manual de Crise e estratégias de prevenção, comperguntas e respostas para treinar os porta-vozes.Crie mensagens padronizadasPrepare as equipes envolvidas, através de media trainingTenha uma postura transparente frente às demandas da mídia.
  7. 7. Antes da crisePrever e identificar problemas, ter porta vozes,planejar ações rápidas, unir departamentojurídico, comunicação interna e institucional,Produzir manual de crises para o público internoDispor de sala de imprensaDesenhar cenários de crise que possam afetar onegócio.Conhecer bem o micro e macroambiente deatuação da empresa
  8. 8. Durante a criseReunir um grupo de criseAnalisar as informaçõesDecidir açõesDisponibilizar informaçõesOrientar atendimentoManter objetividadeInformar todos os públicos de interesseNão ficar em silêncio, nem omitir fatos.Manter o público interno bem informadoAtualizar a mídia com informações sempre que houveratualizações.
  9. 9. Mesmo no olho do furação…Não deixe de informar o público interno atravésde boletins, informativos, newsletter.Tenha em mente que seu público interno éembaixador da marca da empresa, então,informe-o para que ele possa informar de formacorreta o público externoSeja franco com os colaboradores, expondo asituação.
  10. 10. Depois da criseRealizar pesquisas de opiniãoOuvir os públicos de interesseMensurar e avaliar as matérias quesairam na mídia a respeito da criseRealizar auditoria de imagemAnalise o que ocasionou a crise eproponha formas de evitar o problema nofuturo.
  11. 11. Obrigada!Caso tenha dúvidas ou sugestões sobre o tema, basta entrar em contato através do email: isabeladpimentel@gmail.com

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