Cruz, Adriano Charles da SilvaSilva, Williane Elayne Ricardo da2017-02-092017-02-092016-08-23SILVA, Williane Elayne Ricardo da. Gestão de crises de imagem da UFRN: diagnóstico e estratégias. 2016. 77f. Dissertação (Mestrado Profissional em Gestão de Processos Institucionais) - Centro de Ciências Humanas, Letras e Artes, Universidade Federal do Rio Grande do Norte, Natal, 2016.https://repositorio.ufrn.br/jspui/handle/123456789/21937The work aims to propose strategies for communication management image crisis faced by the Federal University of Rio Grande do Norte (UFRN), in order to avoid or mitigate the negative impact on the reputation of this organization. The empirical study will be developed in an exploratory way, checking the most common types of crisis, the most affected sectors and how the media publishes negative information about the university, through the collect of journalistic texts. Furthermore, we seek to know the national scene of Federal Institutions of Higher Education (IFES) on the subject, based on a questionnaire sent to the communication sectors. Thus, along with bibliographic contribution and an adaptation to the reality of the UFRN, we make a diagnosis and a crisis communication plan, with measures for prevention, management and post-crisis evaluation.Acesso AbertoCrise de imagemGestão de comunicaçãoCrise em universidadesmasterThesisCNPQ::CIENCIAS HUMANAS: GESTÃO DE PROCESSOS INSTITUCIONAIS