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Advisor(s)
Abstract(s)
Este artigo tem como tema a comunicação oficial de crise da Presidência da República
Portuguesa (PRP) durante os incêndios florestais que aconteceram nos meses de junho e de outubro
de 2017, conhecidos, respetivamente, como “tragédia de Pedrógão Grande” e “incêndios
de outubro”. Os incêndios de 2017 foram os mais nefastos da história de Portugal e receberam
uma grande cobertura dos média internacionais. Naquele ano, Portugal foi o país que mais sofreu
com os fogos, de acordo com o relatório da União Europeia (2018), tendo sido responsável
por, aproximadamente, 90% das mortes causadas por incêndios. O principal fundamento teórico
do estudo é a teoria situacional de comunicação de crise (TSCC) (Coombs, 2007). Na TSCC,
Coombs (2007) identificou as variáveis envolvidas numa crise e apresentou as estratégias de resposta
mais adequadas a serem aplicadas a cada tipo de crise. Por meio do método da análise do
discurso, descrevemos e comparamos a comunicação da Presidência da República Portuguesa
na gestão dessas duas crises de origens semelhantes (incêndios florestais) separadas por apenas
quatro meses (junho e outubro de 2017). A nossa intenção é contribuir para a compreensão
das estratégias de resposta propostas por Coombs (2007) quando aplicadas a uma comunicação
exclusivamente baseada no modelo de informação pública (Grunig & Hunt, 1984). A investigação
concluiu que a PRP optou pela estratégia de gestão do significado (Coombs, 2015) com
informações de ajuste e predominância das respostas reparativas primárias da categoria “reconstrução”
e subcategoria “compensação”, produzindo a resposta adequada segundo a TSCC
(Coombs, 2007). No entanto, observamos que a comunicação de crise da PRP para os incêndios
de 2017 é um caso em que as características pessoais do emissor e as variáveis – responsabilidade
pela crise, histórico da crise e reputação relacional anterior – foram mais relevantes para a
comunicação de crise do que as mensagens propriamente ditas.
The theme of this article is the official crisis communication of the Portuguese Presidency (Presidência da República Portuguesa – PRP) during the forest fires that occurred in June and in October 2017, respectively known as the “tragedy of Pedrógão Grande” and the “October fires”. The fires of 2017 were the most harmful in Portuguese history and received wide coverage in the international media. That year, Portugal was the country that most suffered with fires, according to an European Union report (2018), accounting for about 90% of deaths caused by this type of fire in the entire area covered by the report. The main theoretical basis of this study is situational crisis communication theory (SCCT) (Coombs, 2007). In SCCT, Coombs (2007) identified the variables involved in a crisis and presented the most appropriate response strategies to be applied to each crisis type. Through the discourse analysis method, we described and compared the Portuguese Presidency’s communication on the management of these two crises of similar origins (forest fires), only four months apart (June and October 2017). Our aim is to contribute to an understanding of the response strategies proposed by Coombs (2007) when applied to communication exclusively based on the public information model (Grunig & Hunt, 1984). The research concluded that the PRP opted for the managing meaning strategy by adjusting information and predominance of the primary repair responses of the category “rebuild” and subcategory “compensation”, producing an appropriate response according to SCCT (Coombs, 2007). However, we note that the PRP crisis communication for the 2017 fires is a case in which the personal characteristics of the sender and the variables – crisis responsibility, crisis history and prior relationship reputation – were more relevant to the effectiveness of crisis communication than the messages themselves.
The theme of this article is the official crisis communication of the Portuguese Presidency (Presidência da República Portuguesa – PRP) during the forest fires that occurred in June and in October 2017, respectively known as the “tragedy of Pedrógão Grande” and the “October fires”. The fires of 2017 were the most harmful in Portuguese history and received wide coverage in the international media. That year, Portugal was the country that most suffered with fires, according to an European Union report (2018), accounting for about 90% of deaths caused by this type of fire in the entire area covered by the report. The main theoretical basis of this study is situational crisis communication theory (SCCT) (Coombs, 2007). In SCCT, Coombs (2007) identified the variables involved in a crisis and presented the most appropriate response strategies to be applied to each crisis type. Through the discourse analysis method, we described and compared the Portuguese Presidency’s communication on the management of these two crises of similar origins (forest fires), only four months apart (June and October 2017). Our aim is to contribute to an understanding of the response strategies proposed by Coombs (2007) when applied to communication exclusively based on the public information model (Grunig & Hunt, 1984). The research concluded that the PRP opted for the managing meaning strategy by adjusting information and predominance of the primary repair responses of the category “rebuild” and subcategory “compensation”, producing an appropriate response according to SCCT (Coombs, 2007). However, we note that the PRP crisis communication for the 2017 fires is a case in which the personal characteristics of the sender and the variables – crisis responsibility, crisis history and prior relationship reputation – were more relevant to the effectiveness of crisis communication than the messages themselves.
Description
Keywords
Comunicação de crise Relações públicas Assessoria de impresa Teoria situacional de comunicação de crise (TSCC) Incêndios em Portugal
Pedagogical Context
Citation
Toniolo, B. & Gonçalves, G. (2020). Quando e emissor é a mensagem. A comunicação de Marcelo Rebelo de Sousa nos incêndios de 2017. Comunicação e Sociedade, volume especial, 69-88
Publisher
CECS