Digital Public Relations and Communication Crisis

Abstract

The study aims to identify the nature of digital public relations (PR) and the different means of communication in addressing the crises facing different institutions, and the study reached several results, the most important of which are: Digital public relations plays an important role in crisis management, as it is the link between the masses of the crisis and the crisis management team, administratively and in the media. Institutions that have prior plans for crisis management view the media as a good way to solve crises through the masses’ knowledge of all information. Public relations is the art and science of communicating with the public benefiting from the services of an organization at a time of prosperity or crises in order to gain their confidence and build a mental image and the good reputation of the enterprise because it is the first line of defense that protects institutions when exposed to crises.