Relações públicas no gerenciamento de crise de imagem: caso Pirahy Alimentos Ltda

Abstract

Public Relations professionals have been fighting for a long time to recognize their communication activities in the job market because companies do not realize that a wellplanned communication will give them greater success and discard the importance of a qualified professional working in this sector. In the case of Pirahy Alimentos Ltda, the exchange of the advertising girl that did the merchandising of its brand generated a great rejection of its public that was manifested in the social networks and threatened to change the mark by the competitor. In view of the above, the research aims to identify the strategies used to manage the image crisis. Therefore, the following methodology was applied: bibliographic research, documentary analysis and content analysis. The analysis was carried out in August from two thousand and sixteen to November of two thousand and seventeen, through the contents displayed on the official page of the Prato Fino rice on Facebook and on websites in which the case reverberated. Thus, a study was carried out pointing out the strategies used for image crisis management and, therefore, it was shown the importance of the presence of a Public Relations professional within organizations to manage in the best possible way the crisis established, putting in practice its various techniques related to Public Relations. From the studies carried out, it was concluded that the results were satisfactory; the strategic actions developed by the company to manage the image crisis contributed to the fact that this crisis did not worsen and the case submerged in social media and Internet sites.