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Following an interpretative approach, and through a framework that includes both impression management tactics and presentational methods, the study analyses both narrative and visual images of the letters. The adoption of assertive impression management tactics helped to propagate Petrobras in the ascendancy and with it the Brazilian nation. Reinforcement, rhetorical manipulation and visual emphasis were adopted to convey a message of ascendancy and optimism, even in periods of crisis and shocks to legitimacy. Simultaneously, the omission tactic allowed it to keep invisible damaging events. As a recurrent, voluntary accounting narrative, the president's letters provided valuable storytelling and impression management opportunities which were used to promote Petrobras and as a legitimate fa\u00e7ade for the government.<\/jats:p>","DOI":"10.1177\/10323732241257954","type":"journal-article","created":{"date-parts":[[2024,7,21]],"date-time":"2024-07-21T06:10:57Z","timestamp":1721542257000},"page":"454-490","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Managing a story of hope through the President\u2019s Letter: The case of Petrobras from 1964 to 1985"],"prefix":"10.1177","volume":"29","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4377-6357","authenticated-orcid":false,"given":"L\u00eddia","family":"Oliveira","sequence":"first","affiliation":[{"name":"University of Minho and NIPE, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6579-1681","authenticated-orcid":false,"given":"Ana","family":"Caria","sequence":"additional","affiliation":[{"name":"University of Minho and NIPE, Portugal"}]},{"given":"Jana\u00edna","family":"Almeida","sequence":"additional","affiliation":[{"name":"Federal University of Tocantins, Brazil"}]}],"member":"179","published-online":{"date-parts":[[2024,7,21]]},"reference":[{"key":"bibr1-10323732241257954","doi-asserted-by":"publisher","DOI":"10.2307\/256674"},{"key":"bibr2-10323732241257954","doi-asserted-by":"publisher","DOI":"10.1108\/AAAJ-01-2015-1916"},{"key":"bibr3-10323732241257954","doi-asserted-by":"publisher","DOI":"10.1515\/9780773575592"},{"key":"bibr4-10323732241257954","volume-title":"Measuring and Assessing Tone at the Top Using Annual Report CEO Letters","author":"Amernic J","year":"2010"},{"key":"bibr5-10323732241257954","doi-asserted-by":"publisher","DOI":"10.1177\/1032373219862615"},{"key":"bibr6-10323732241257954","first-page":"102524","author":"Antonelli V","year":"2022","journal-title":"Critical Perspectives on Accounting"},{"key":"bibr7-10323732241257954","doi-asserted-by":"publisher","DOI":"10.1287\/orsc.1.2.177"},{"key":"bibr8-10323732241257954","volume-title":"Qualitative Research Methods for the Social Sciences","author":"Berg BL","year":"2001"},{"key":"bibr9-10323732241257954","unstructured":"Brazil (1953) Law no. 2,004, of October 3. 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