Sensemaking Process of Public Relations Practitioners during Post-Crisis: A Conceptual Perspective

Abstract

Public relations practitioners play a role in preserving the image and reputation of an organization. The existence of social media presents a great challenge for public relations practitioners to escape from negative perspectives which can affect the image and reputation of the organization. This is because information disseminated on social media, if not managed effectively, can bring damage to the image and reputation of the organization and can cause crisis. Thus, public relations practitioners play an important role in making sense of the crisis that is at stake for, in crisis management, they will be able to positively impact the organization while improving the reputation of the organization. The role of public relations is also seen not only during the crisis but also in the post-crisis phase. In this regard, this article will discuss the process of sensemaking of public relations practitioners in the post-crisis era.