ACONTECEU A CRISE. E AGORA?
Autor: MGN Pharaoh Publicidade e marketing | Publicado: 2017-04-07T13:47:00-07:00



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A
gestão de crise é assunto normalmente desconsiderado até o momento em que ela
se instala. E afeta duramente a reputação de empresas e figuras públicas.


Nesse
momento de adversidade para quem não está preparado normalmente o medo das
consequências paralisa ou remete a decisões que, ao invés de ajudar,
atrapalham.



Quando
se percebe com antecedência que uma crise vai se instalar – o que é raro
acontecer -, fica mais fácil contratar um especialista em gestão de crise. Mas é
difícil haver esse aviso prévio.&nbsp;



A
gestão de crise deve ser feita por especialista contratado, externo, que deve
atuar na parte de comunicação com precisão cirúrgica, para minimizar os danos à
imagem da empresa ou pessoa física.

É
difícil, mas se a gestão for bem-feita pode até acontecer da empresa ou pessoa
atingida pelo problema sair mais forte depois da tempestade. De qualquer forma
lições vão sobrar, e as mais amargas serão para os que não se incomodam com a
condução desse processo.



Um
exemplo recente aconteceu com a Operação Carne Fraca da Polícia Federal. Marcas
importantes com Sadia, Friboi, Perdigão e Seara foram atingidas. Rapidamente o
foco foi direcionado às grandes empresas de produção de proteína que detêm
essas marcas.



JBS
e BRF ficaram em evidência no olho do furacão e imediatamente dispararam seus
dispositivos de proteção. No noticiário televisivo ou dos principais jornais a
notícia foi dada rapidamente, seguida por longas e extensas notas de explicação
por parte das empresas. O que, convenhamos, não faz parte do comportamento
habitual destes veículos. Mas aí conta ponto uma questão muito relevante: são
marcas que figuram entre os maiores anunciantes habituais destes veículos de
comunicação. Fala mais alto o valor das contas publicitárias.



Mas
isso só não basta: foram disparados uma série de anúncios mostrando que a
“crise” da carne fraca tinha uma dimensão minúscula e restrita a “apenas” 30
dos mais de 4000 frigoríficos do Brasil. &nbsp;

Combate
se a mídia com a própria mídia!



Outra
coisa: combater uma notícia ruim com mentiras é suicídio. Nunca se deixe tentar
por uma saída “fácil”.&nbsp; Em São Paulo há
alguns anos a administração do metrô teve de enfrentar uma crise provocada
quando emissoras de TV mostraram guardas de segurança agredindo um homem.&nbsp;



A
resposta foi curta e grossa: “A CPTM não admite esse tipo de comportamento e
seus colaboradores são treinados rotineiramente para melhor atender o público.
Os funcionários flagrados agredindo um homem já foram demitidos”. 

No
dia seguinte já não havia mais crise.


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 mso-hansi-font-family:Calibri;
 mso-hansi-theme-font:minor-latin;
 mso-bidi-font-family:"Times New Roman";
 mso-bidi-theme-font:minor-bidi;
 mso-fareast-language:EN-US;}

<![endif]-->
Por: Márcio Pires Antunes&nbsp;

Jornalista. Especialista em Marketing