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O impacto da crise sanitária de Covid-19 na Associação Empresarial da Região de Santarém
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A emergência de saúde pública de âmbito internacional relativa à doença causada pelo novo coronavírus (Sars-Cov-2) foi declarada a 30 de janeiro de 2020 pelo Diretor-geral da Organização Mundial de Saúde, tendo esta sido rapidamente elevada à classificação de pandemia dado o célere aumento da propagação global do vírus. Face a este avanço, a deteção, testagem, tratamento, isolamento e rastreamento da doença tornaram-se uma realidade constante da grande maioria dos países, incluindo Portugal, cujo respetivo Governo, com vista à mobilização populacional, implementou medidas excecionais nunca antes experienciadas na história da democracia portuguesa. Neste sentido, o encerramento da vida económica quase na sua totalidade - nomeadamente a nível nacional - desencadeou por sua vez uma severa crise multidimensional que, por meio do decréscimo do produto interno bruto, afetou amplamente não só a integridade do sistema financeiro português como também o seu tecido empresarial, sendo este constituído maioritariamente à base de pequenas e médias empresas que se viram perante uma crise sem precedentes ávida por reconversões. Assim, considerando não só a conjuntura atual do país, mas também que a comunicação ocupa um lugar imprescindível no seio de toda e qualquer organização, caracterizando-se pela sua função crucial em todo o processo de gestão de crise - que cria, em essência, uma forte necessidade por informação - serve a presente dissertação para compreender qual o impacto da crise provocada pela Covid-19 nas empresas de pequena e média dimensão e o papel da comunicação na gestão de crise das mesmas. Para tal, tendo como objeto de estudo a Nersant - Associação Empresarial da Região de Santarém, que atua de forma ampla sobre vários sectores do Ribatejo, possuindo um grande impacto na região, apura-se ao longo desta investigação: qual o sentimento geral face ao inicial contacto com as vicissitudes ocasionadas; quais os impactos significativos verificados durante a crise; quais as novas estratégias adotadas, sobretudo no que aos canais de comunicação respeita, face ao combate das adversidades emergentes; bem como quais os processos de reinvenção colocados em prática com vista à recuperação das atividades que se viram abaladas pela maior crise sanitária a nível global do século XXI.
The international public health emergency related to the disease caused by the new coronavirus (Sars-Cov-2) was declared on January 30, 2020 by the General Director of the World Health Organization, which was quickly elevated to the classification of a pandemic given the rapid increase in the global spread of the virus. In view of this progress, the detection, testing, treatment, isolation and tracking of the disease have become a constant reality in the vast majority of countries, including Portugal, whose respective government, to mobilize the population, implemented exceptional measures never before experienced in the history of portuguese democracy. In this sense, the closure of economic life almost in its entirety - namely at the national level - in turn triggered a severe multidimensional crisis which, through the decrease in the gross domestic product, largely affected not only the integrity of the portuguese financial system but also the business fabric, which is made up mostly of small and medium-sized companies that have faced an unprecedented crisis. Thus, considering not only the current situation in the country, but also that communication occupies an essential place within any organization, characterized by its crucial role in the entire crisis management process - which, in essence, creates a strong need for information - serves this dissertation to understand the impact of the crisis causedby Covid-19 on small and medium-sized companies and the role of communication in their crisis management. To this end, having as object of study the Nersant - Santarém Regional Business Association, which acts broadly in various sectors of Ribatejo, having a great impact on the region, it is clarified throughout this investigation: what is the general feeling towards the initial contact with the vicissitudes caused; what are the significant impacts verified during the crisis; what are the new strategies adopted, especially with regard to the communication channels, in the face of the fight against emerging adversities; as well as what are the reinvention processes put into practice with a view to the recovery of activities that were shaken by the biggest global health crisis of the 21st century.
The international public health emergency related to the disease caused by the new coronavirus (Sars-Cov-2) was declared on January 30, 2020 by the General Director of the World Health Organization, which was quickly elevated to the classification of a pandemic given the rapid increase in the global spread of the virus. In view of this progress, the detection, testing, treatment, isolation and tracking of the disease have become a constant reality in the vast majority of countries, including Portugal, whose respective government, to mobilize the population, implemented exceptional measures never before experienced in the history of portuguese democracy. In this sense, the closure of economic life almost in its entirety - namely at the national level - in turn triggered a severe multidimensional crisis which, through the decrease in the gross domestic product, largely affected not only the integrity of the portuguese financial system but also the business fabric, which is made up mostly of small and medium-sized companies that have faced an unprecedented crisis. Thus, considering not only the current situation in the country, but also that communication occupies an essential place within any organization, characterized by its crucial role in the entire crisis management process - which, in essence, creates a strong need for information - serves this dissertation to understand the impact of the crisis causedby Covid-19 on small and medium-sized companies and the role of communication in their crisis management. To this end, having as object of study the Nersant - Santarém Regional Business Association, which acts broadly in various sectors of Ribatejo, having a great impact on the region, it is clarified throughout this investigation: what is the general feeling towards the initial contact with the vicissitudes caused; what are the significant impacts verified during the crisis; what are the new strategies adopted, especially with regard to the communication channels, in the face of the fight against emerging adversities; as well as what are the reinvention processes put into practice with a view to the recovery of activities that were shaken by the biggest global health crisis of the 21st century.
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Associação Empresarial da Região de Santarém Covid-19 Comunicação Gestão Crise Sanitária Pandemia Communication Management Crisis Sanitary Pandemic