Case 2 — The Day Everything Changed
Crisis Communication and Reputational Rebuilding in a High-Profile Investigation (Operation Car Wash)
Context
In November 2014, the organization entered a critical scenario of high public exposure, with strong institutional pressure, intense media coverage, and direct impact on trust, internal climate, and reputation.
Challenge
Reestablish governance and institutional coherence in an environment of permanent scrutiny, and rebuild trust starting with the internal audience, without increasing legal and reputational risks.
What Was Done
Over the course of 9 months (the most critical period), I led a reputational rebuilding strategy with an internal communication team of 12 people and 6 external consultants, articulating governance, narrative, and delivery cadence.
The strategy was structured around three pillars:
Zero point of integrity and governance
Reinforcement of ethical commitment and repositioning of internal benchmarks (compliance and code of conduct), with clear and consistent language.
Reputation based on facts and legacy
Structuring narratives that highlighted the company’s achievements and historical contribution, with editorial cadence and coherence.
Humanization and internal bond
Prioritization of the internal audience as the foundation of reputation: reconnection with pride and belonging in a moment of high pressure.
Deliverables (examples)
Definition of core messages and alignment of positioning
Reputation and legacy campaigns (2 campaigns)
Editorial plan and multichannel execution (internal and external)
Integration with governance and sensitive topics
Results
+400% increase in engagement on Instagram
+30% increase in engagement on Facebook
Consolidation of a communication routine with greater coherence, predictability, and internal trust, sustaining the gradual recovery of reputation.
