O papel das relações públicas na construção da imagem institucional em tempos de crise: caso do Hospital geral Polana Caniço (2020-2021)

Abstract

The present work aims to understand the role of Public Relations in the construction of the institutional image in times of crisis, through a case study, at the General Hospital of Polana Caniço. The theoretical framework was built based on the themes of organizational crisis, which were Public Relations, communication, public opinion, organization and crisis. As for the methodology for data collection, it was guided by the use of semi-structured interviews with open questions to the Ministry of Health, the population surrounding the General Hospital of Polana Caniço, journalists from Miramar and STV, who visited the hospital during the crisis, in order to better understand the position of each one in the situation that occurred at the HGPC when they transferred patients suffering from COVID-19 to that hospital. conclusion suggests that the existence of an inefficient communication department, the lack of a professional trained in communication by the hospital, the failure to develop communication strategies to adequately reach the public, the lack of In order to better understand what the opinion of the population would be about that decision, these were facts that culminated in the emergence of the organizational crisis that generated a climate of revolt on the part of the population surrounding the HGPC, thus demonstrating the importance of communication within an institution. and the fundamental role of the Public Relations professional in institutions in times of crisis.