UFRN and the Press: relationship strategies between spokespeople, sources and journalists 

Relationship with the press. Media Training. Organizational Communication. 

In a democratic, globalized and networked society, the relationship with the press turns into a strategic and key element to the organizations. In this context, sources and spokespeople need to be prepared to attend journalist’s demands and provide interviews that contribute to the organizational image and reputation strenghthening. This research intends to elaborate strategies and guidelines to the relationship between UFRN’s sources and spokespeople with the press, in order to avoid mistakes that can generate crisis or damage the organizational image before public opinion. The descriptive and quantitative study with applied purpose was based on a survey of 74 journalists from two television stations and two print journalism that also have news portals. The data collection has brought an assessment of UFRN’s sources and spokespeople, which served as a basis for the production of a media training guide geared to the university community’s requirements.