A Vida é Bela: Institutionalisation Processes and Sensemaking through the Media

Resumo

Sense making is the main goal of the Organisation’s strategy. Actually, the communica- tion by the media represents one of the key issues in the Organisation’s life. That requires to the Organisations that they should be familiar and have some expertise about the media culture and their routines. The Portuguese company A Vida é Bela achieved, between 2005-2012, around 4,558 issues about them in the national media. That public performance shows how an Organisa- tion could play a leading act through the media with the purpose of attracting some prestige to their brand name.