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Gestão de Crise no Setor Bancário: O caso da Caixa Geral de Depósitos
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As organizações são, frequentemente, confrontadas com uma panóplia de ocorrências adversas que, levadas ao limite, podem designar-se por crises (Sebastião, 2009). Num contexto de crise empresarial, a comunicação ocupa, como afirma Martins Lampreia (2013), aproximadamente 80% das práticas a desenvolver. Todavia, a pesquisa académica relativa à gestão da comunicação estratégica das instituições financeiras subsiste escassa (García & Garraza, 2010). Realidade que deve ser contornada, na medida em que o setor financeiro assume um papel relevante no panorama económico, fortemente afetado por oscilações económicas e regulatórias. Esta mutabilidade perpetua o clima de desconfiança por parte dos respetivos stakeholders e potencia a emergência recorrente de crises (Figueira, 2017). Neste sentido, e uma vez que o estágio curricular que motivou a realização deste relatório foi efetuado no Núcleo de Assessoria de Imprensa da Caixa Geral de Depósitos, o presente trabalho visa refletir sobre a importância da comunicação enquanto ferramenta estratégica na gestão de crises, ilustrado com exemplos afetos à referida instituição bancária, ocorridos durante o período de estágio.
Organizations are often faced with a variety of adverse occurrences that, pushed to the limit, may be called crisis (Sebastião, 2009). In a context of business crisis, communication occupies, as stated by Martins Lampreia (2013), approximately 80% of the practices to be developed. Despite that, academic research about the management of strategic communication of financial institutions remains scarce (García & Garraza, 2010). Reality that must be circumvented, as the financial sector assumes a relevant role in the economic scenario, strongly affected by economic and regulatory fluctuations. This mutability perpetuates the climate of distrust on the part of the respective stakeholders and enhances the recurrent emergence of crisis (Figueira, 2017). In this sense, and since the curricular internship that motivated this essay was carried out at Caixa Geral de Depósitos's Press Office, this paper aims to reflect on the importance of communication as a strategic tool in crisis management, illustrating with examples of the said banking institution, which occurred during the internship period
Organizations are often faced with a variety of adverse occurrences that, pushed to the limit, may be called crisis (Sebastião, 2009). In a context of business crisis, communication occupies, as stated by Martins Lampreia (2013), approximately 80% of the practices to be developed. Despite that, academic research about the management of strategic communication of financial institutions remains scarce (García & Garraza, 2010). Reality that must be circumvented, as the financial sector assumes a relevant role in the economic scenario, strongly affected by economic and regulatory fluctuations. This mutability perpetuates the climate of distrust on the part of the respective stakeholders and enhances the recurrent emergence of crisis (Figueira, 2017). In this sense, and since the curricular internship that motivated this essay was carried out at Caixa Geral de Depósitos's Press Office, this paper aims to reflect on the importance of communication as a strategic tool in crisis management, illustrating with examples of the said banking institution, which occurred during the internship period
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Caixa Geral de Depósitos Stakeholders Comunicação de Crise Assessoria de Imprensa Reputação Crisis Communication Press Office Reputation