Auditoria de imagem como instrumento de avaliação na gestão pública: a UFES na mídia capixaba

Abstract

The image of an organization is an important factor for its success, especially in educational institutions. In these organizations, the public infrastructure complicates organizational communication and the journalistic sector can influence the opinion of stakeholders. In addition, the technological scenario has transformed the logic of journalistic production and dissemination, increasing the importance of managing external communication. Thus, the importance and complexity involved in maintaining the organizational image of public universities are recognized. The problem is that the Federal University of Espírito Santo (UFES) is systematically the target of journalistic coverage that often has a negative impact on its image. The main objective of this research is to analyze how Rede Gazeta exposes Ufes and the possible impacts of this exposure on its organizational image. From the correlation between theoretical elements of public communication and organizational communication, we sought to better understand the ways to conduct the external communication policy of a federal public university, highlighting the importance of monitoring the media, through image audits in the media. Such evidence imposes the need to discuss the use of Image Audit in the Media as an evaluation mechanism in public management. As for the method and procedure, we carried out a descriptive research, of an exploratory nature, with a theoretical bibliographic approach, and using documentary data, with a qualitative approach, and support of techniques of a quantitative nature and an inductive method of analysis. Media Image Auditing and Content Analysis methods were applied. Data processing was performed using a specific form, manipulation in spreadsheets, and support from the WebQDA program. In all, 142 reports were analyzed, published between 03/01/2019 and 03/01/2020. The news were categorized based on the centrality of Ufes in the news, and the interest of Ufes in the topic. Then they were grouped and analyzed separately. The results showed that, from the perspective of journalism, Rede Gazeta prioritizes tele journalism, and has not yet managed to fully integrate with web journalism. Its content has significant differences in each type of media. From the university's point of view, the quality of Ufes' presence in the media is highly questionable. External communication seems to work with a certain level of concentration, indicating possible weaknesses in the communication strategy adopted. The Media Image Audit proved to be a broad and diversified mechanism, capable of adapting to the demand of any organization, at any time, granting freedom to the researcher. On the other hand, it presented a certain level of complexity, due to the academic character of this research. Another important barrier is related to the existence of a database of reports, which make research such as this one possible. From the results found, we present as Technical Product the Technical Report: Image Audit of Ufes in the Rede Gazeta, contemplating the prescriptive aspects.