Crise de imagem : o trabalho das assessorias de imprensa no gerenciamento de crises repercutidas nas redes sociais

Abstract

The aim of this work is understand the performance of press office in the management of image crises that are impacted in the social networks environment. The virtual environment has gained space through social networks in the diffusion of organizations and personalities and, consequently, for emergence of problems that entail the loss of credibility of its brands towards the public. For do this, it is necessary to understand the work of the press office and how are the building of the strategies for the management of image crises. Two cases of image crises had repercussions on to social networks serve as a basis for this research: the first shows youtuber Júlio Cocielo, as media personality, with the negative repercussion of postings in one of his social networks and the second case shows the company Itambé, as an organization, and the negative repercussion of the brand after news about one of their products. Through the case study of the two situations in a qualitative approach, this work shows the image crisis management attitudes of the respective advisory, the repercussion and reaction of the public and media, and how much youtuber and the company lose or win after the end of the crisis.