(Des) construção da imagem organizacional: análise de reportagens do portal G1 sobre a Universidade Federal do Espírito Santo.

Abstract

The image and reputation of an educational institution is an intangible asset of high value, and must be subject to risk management to avoid crises, through the establishment of relationships with the various stakeholders, mainly in the journalistic sector. The importance of this relationship increases due to the new dynamics of communication and information dissemination promoted by the internet, capable of shaking or destroying an organization's reputation in a very short time. In an analysis of 95 reports published by Rede Gazeta, an affiliate of Rede Globo television, between May and November 2019, we verified whether there was participation of Ufes in the construction of the disseminated journalistic content, and whether this participation contributed to revert, or at least minimize, the possible effects of reports with a negative aspect. The study concluded that the participation of Ufes in the formation of the content is very low, with almost zero effects on the aspect of the reports, demonstrating the absence of a relationship between the institution and the analyzed channel, and indicating the need to establish an institutional relationship policy. with the media sector, mainly the journalistic one, in order to manage possible image crises and prevent impacts on the institution's reputation.