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Burga, C., (2022). Plan de comunicación externa para Repsol [Universidad de Lima]. https://hdl.handle.net/20.500.12724/16260
Burga, C., Plan de comunicación externa para Repsol []. PE: Universidad de Lima; 2022. https://hdl.handle.net/20.500.12724/16260
@misc{renati/1440883,
title = "Plan de comunicación externa para Repsol",
author = "Burga Burga, Cesia Alessandra",
publisher = "Universidad de Lima",
year = "2022"
}
Title: Plan de comunicación externa para Repsol
Authors(s): Burga Burga, Cesia Alessandra
Keywords: Communication in crisis management; Corporate image; Comunicación en gestión de crisis; Imagen corporativa
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 2022
Institution: Universidad de Lima
Abstract: A inicios de año Repsol se vio envuelta en un crisis de reputación a raiz del derrame de petróleo en la Refinería La Pampilla, más allá del derrame, lo que da inicio a la crisis fue la acción tardía, el no hacerse responsable de lo sucedido y minimizar el problema, adicional a eso muchas personas de comunidades ubicadas a los alrededores de la Pampilla manifestaron que Repsol les estaba dando vales de consumo, lo que evidenció la nula empatía con las comunidades afectadas ante lo ocurrido y, lo que consideraron haber sido un estrategia bien utilizada, se convirtió en todo lo contrario, esto se agrava cuando habla la portavoz de la empresa, gerenta de Comunicaciones y Relaciones Institucionales. A raíz de todo esto, el presente trabajo consiste en un plan de comunicación externa para mejorar la imagen y reputación de Repsol Perú y, recuperar la confianza de los públicos de interés más afectados por la falta de acción frente al derrame de petróleo en enero de 2022.
At the beginning of the year Repsol was involved in a reputational crisis as a result of the oil spill at the La Pampilla Refinery, beyond the spill, what started the crisis was late action, not taking responsibility for what happened and minimizing the problem, in addition to that, many people from communities located around La Pampilla stated that Repsol was giving them consumer vouchers, which evidenced the lack of empathy with the affected communities in the face of what happened and, what they considered to have been a strategy well used, it became the opposite, this is aggravated when the speaker of the company, manager of Communications and Institutional Relations, speaks. As a result of all this, the present work consists of an external communication plan to improve the image and reputation of Repsol Peru and recover the trust of the public of interest most affected by the lack of action in the face of the oil spill in January 2022.
At the beginning of the year Repsol was involved in a reputational crisis as a result of the oil spill at the La Pampilla Refinery, beyond the spill, what started the crisis was late action, not taking responsibility for what happened and minimizing the problem, in addition to that, many people from communities located around La Pampilla stated that Repsol was giving them consumer vouchers, which evidenced the lack of empathy with the affected communities in the face of what happened and, what they considered to have been a strategy well used, it became the opposite, this is aggravated when the speaker of the company, manager of Communications and Institutional Relations, speaks. As a result of all this, the present work consists of an external communication plan to improve the image and reputation of Repsol Peru and recover the trust of the public of interest most affected by the lack of action in the face of the oil spill in January 2022.
Link to repository: https://hdl.handle.net/20.500.12724/16260
Discipline: Comunicación
Grade or title grantor: Universidad de Lima. Facultad de Comunicación.
Grade or title: Licenciado en Comunicación
Juror: Barra Cortés Ximena; Domenack Bracamonte, Wendy; Caro Vela, Laura
Register date: 25-Jul-2022
This item is licensed under a Creative Commons License