On the same day that, the state -owned BRB (Bank of Brasilia) hired an emergency manner one of the largest communication strategy and crisis management companies, FSB, for R $ 1.4 million.
On March 28, BRB, which generated one. Documents indicate that the state bank sought to shield a possible crisis days before announcing the acquisition.
According to the contract, made without bidding, the demand for “hiring a consultancy specialized in Image Management and Institutional Communication” took place on March 14, “in the context of the Vertex Project, a high and high impact strategic operation in the financial market, involving a possible corporate acquisition”.
The contract came into force on March 28, “date of emergency.”
In a statement, the state bank reported that “the emergency hiring of FSB’s image management and institutional communication consultancy strictly observed the legal and normative criteria applicable to the case.”
Among the products contracted by BRB are “Diagnosis of Crisis Established”, Emergency Communication Plan and a Press Relationship Strategy.
The contract also brings a report of news published on the subject and points out that the press demands grew 1,000% after the announcement of the acquisition.
The documents indicate that doubts were raised about “the motivation of the transaction, possible conflicts of interest, and even the alleged absence of technical criteria in the option”.
Therefore, the state bank has seen the need for agile operation, combating fake news and strategic relationship with the market and the press.
“It is necessary to mitigate distorted interpretations, counter misinformations and protect the image of the bank,” the contract justifies. Otherwise, it goes on, a “sensitive situation” could evolve “into an institutional crisis.”
“This abrupt and massive exposure, coupled with the complexity and sensitivity of the transaction in question, generated unprecedented pressure on the institutional image of BRB, with real and immediate risk of climbing to a reputation crisis, capable of compromising the confidence of customers, investors and institutional partners, and affects the continuity of business and the perceived value of the brand,” says the contract.
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