استراتيجيات وكالات العلاقات العامة في إدارة أزمات المؤسسات التجارية : دراسة استطلاعية

Abstract EN

The research aims at identifying the strategies of public relations agencies in managing crises of commercial establishments, by identifying the most prominent forms of crisis and the most effective strategies in solving them.

In addition, alerting the obstacles that limit the work of crises management team in public relations agencies.

The research has been divided into two chapters.

The first chapter deals with conceptual framework of the research, and the second chapter deals with the methodology procedures.

The research is based on the descriptive approach that reach the findings and objectives of the study and employing the comprehensive inventory method for crisis management team in public relations agencies of the research community represented by the departments of ADALEED Public Relations and Z Corporation for Advertising and Public Relations.

The number of employees in the crisis management team at both agencies reached seven items.

Regarding the research problem, the researcher prepared a questionnaire and distributed it to the staff of crisis management team in the public relations agencies, also interviews were conducted .

The results showed that the strategy of corrective actions is the most frequently used strategy by a percentage (100%), followed by the strategy of justification and apology -the strategy of pathway change by a percentage of (71.4%), as well as the most prominent interventions of commercial companies of the crisis team work in public relations agencies represented by the crisis management team in the public relations agencies, in coordination with business departments, and the hiring of business firms to take part in crisis management with agency crisis management staff.

The study revealed that, the main barriers facing the crisis management team were lack of co-operation in providing all the information supporting the work of the crisis management team in public relations agencies.

The study emphasized that the commercial companies should cooperate in providing all the information required by the crisis management team of public relations agencies which will contribute in enhancing their role and support to overcome the crisis in commercial companies.