Which side are we looking at? Thoughts on Samarco’s speech on the web
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2016.139336Keywords:
Organizational communication. Digital communication. Discourse analysis. Dialogue. Samarco.Abstract
The virtual world is still being broken by organizations. Aspects such as dialogue, proper choice of channels of communication, and transparency in speeches often do not occupy the position of relevance they were supposed to. The campaign “It’s always good to look at all sides”, developed by Samarco S/A to win over its stakeholders and strengthen the brand in the course of a business crisis, achieved negative results. Employees and internet users observed and revealed a contradiction between the organization’s speeches and actions.
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