The Role of Public Relations in Crisis Management

Abstract

This analytical study aims at shedding the light on the vital role of public relations in crisis management: pre-crisis, during crisis and after crisis stages .The study concluded that the role of public relation in pre-crisis stage is to recognize the problems of the internal and external publics of the organization and solve them, building positive image and reputation of the organization. Its role during the crisis is to announce the occurrence of the crisis, provide the publics with correct, precise information and make them aware of how to deal with the crisis in order to win their trust. Its role after the crisis stage is to regain the trust of the organization's publics, services, and products and correct the mistakes that distorted its image and reputation.