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

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