استراتيجيات الاتصال التي استخدمتها العلاقات العامة ببوينج عبر الإنترنت في أزمة تحطم طائرة ماكس 737 : دراسة تحليلية في الفترة من 10 مارس و حتى نهاية يونيو 2019

Abstract EN

This study sought to monitor and analyze the communication strategies pursued by Boeing, in response to the crisis it faced following the crash of Max 737 in Ethiopian airspace within the framework of Situational Crisis Communication Theory (SCCT) and Social-mediated Crisis Communication Theory (SMCC).

Through a case study, the company's website and its social media platforms were analyzed from March 10 (the beginning of the crisis) to the end of June 2019.

The study showed weak communication activities, and inadequate communication strategies used by Boeing; the company lacked proactive communication strategies.

With regard to the reaction of the state and government institutions, it was stronger than the company's reaction, making it look negative, damaging its credibility, and creating a vacuum of information filled with stakeholder criticism.

The study showed the importance of paying more attention to crisis communication strategies and the selection of strategies that enhance strengths and correct vulnerabilities or weaknesses to take advantage of external opportunities and address external threats.