The Role of Public Relations in Crisis Management: The Case of Ethiopian Civil Aviation Authority
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Date
2020-06
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AAU
Abstract
Air transportation is the safest and the most efficient means of public transport. Over long
distances and across geographical barriers, no alternative means of transport exist. However,
when a crisis happens, the image of the organization may be seriously affected, and the trust of
the public is diminished considerably according to the duration and severity of the crisis.
However, as a planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and its publics, public relations is supposed to have a
vital role in rebuilding the relationships between an organization and its publics in order to
recreate and restore positive image of its organization after crisis. This study was, therefore,
conducted to find out the role of Ethiopian Civil Aviation Authority‟s public relations in
managing crisis. It investigated whether the public relations of ECAA plays its roles effectively
in crisis situations or not. The study adopted the survey research design. It employed
qualitative purposive sampling research method. Five research questions were also prepared in
guiding the study. The primary data was collected from one-on-on in-depth interview, focus
group discussion and past experience personal observation. And the secondary data was
collected from document analysis. Finally, by analyzing and interpreting the data, the paper
has drawn findings and conclusion. The findings of the research reveal that despite its
paramount importance, the roles of public relations were found insignificant in managing crisis
due to various challenges. Based on the findings, the study recommended public relations to
have crisis communication plan as part of its strategic communication. It also recommended
that public relations need to exert its effort to win the existing challenges hampered to perform
in its all endeavors. It further recommended that Ethiopian Civil Aviation Authority should
support the public relations in adequate trained staffs, budges, trainings and facilities.
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The Role of Public Relations in Crisis Management