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Keywords: Comunicação de Crise;  Percepção de Risco;  Comunicação Corporativa;  Comunicação com Investidores;  Sustentabilidade;  Desenvolvimento Sustentável;  Crises communication;  Risk perception;  Corporate communication;  Investors relations;  Sustainability;  Sustainable development
Issue Date: 16-Dec-2008
Abstract: This study comes to point to conceptual processes as well as a transformation model of paradigms change, which directly embrace and act both upon society and organizations. It aims to discuss the maintenance of development in a sustainable manner, within organization's business vision as a way to identify the systematization of the crises communication process and risk perception mechanisms for all involved parts. The study will be developed based on the 1999 2007 period, considered a rich one under impacts and situational changes criteria from the point of view of global transformation and regarding risk perception, and implementation of corporate governance values in an organized fashion. The development of this research will be based on the critical analysis of facts and data, of exploratory, qualitative, comparative and documentary nature, also presenting two case studies: the Exxon-Valdez case (USA, 1989) and the Rio Barigüi-Iguazu case (Brazil, 2000), which intend to serve as reference of the analysis and proposals introduced by this study and the appointed authors about the presented values. And the making of an unpublished interview, specially for this research with an international consultant which reinforces the claim on the importance under the investigation's critical analysis. Such analysis allows a better specific vision over sustainability, crises management and risk perception questions. To suggest parameters liable to be unfolded and measured, bringing up the discussion about how risk perception is observed, its evolution process in society and within organizations, as well as regarding communication with investors and other parts (stakeholders). The information disclosure process in a transparent manner, the relation with society as a hole, from the standing point of sustainable development with business maintenance as a goal. And also to identify that the crises communication process and risk perception monitoring allow the consolidation of the organization's sustainability premises, through the reinforcement of corporative governance concepts, its reputation and the organization's and brand's credibility as intangible values. And, as a result, to verify that the theoretical demonstration compared with policies developed with such aim may consolidate and provide support in situations such us how the crises perception and communication process directly affects the organization's sustainability process, and how that can increase or decrease risk perception. And, to contribute towards the creation of standards for risk perception, focused on sustainable development, increasing the effectiveness of measurement of management of the crises communication system, reinforcing organizational sustainability, results and even reputation before long term strategic goals.
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