Phenomenological Exploration of Crisis Management Experiences in Public Relations Professionals in the Digital Age

Abstract

Public relations (PR) has evolved significantly in the digital age, with crisis management becoming an increasingly complex field that involves rapid adaptation to new media platforms. While much has been studied regarding strategic crisis communication, the subjective experiences of PR professionals in managing reputational crises have been less explored. Specifically, the emotional and personal aspects of how PR practitioners cope with digital crisis management remain underexamined. This study addresses this gap by exploring the lived experiences of PR professionals using a phenomenological approach to better understand the emotional labor and strategic responses involved in managing reputation crises. In-depth, semi-structured interviews with ten PR professionals revealed key themes: the emotional toll of crisis management, the strategic use of digital tools, and the need for rapid adaptation to digital media. The findings demonstrate that PR professionals face significant emotional challenges while balancing strategic decisions, and that digital tools are crucial for real-time crisis resolution. These results suggest that emotional resilience and digital competency are critical components of effective crisis management, which should be integrated into training and support for PR professionals. This study contributes to a deeper understanding of crisis management in the digital era, offering new insights into the emotional and strategic dynamics at play and highlighting the need for future research into the personal and professional development of PR practitioners.