Exploring Crisis Communication in the Digital Age: The Lived Experiences of PR Professionals Managing Multinational Crises

Abstract

Crisis communication has evolved in the digital age, with social media playing an increasingly critical role in shaping public relations (PR) strategies during crises. This study examines the lived experiences of PR professionals managing crises in the era of social media, focusing on the challenges, emotional burdens, and cultural sensitivities involved. Despite the growing reliance on digital platforms, research on the subjective experiences of PR practitioners is limited. This study addresses the gap by exploring how PR professionals navigate the complexities of digital media, manage the emotional toll, and consider cultural factors in global crises. Using a phenomenological approach, in-depth interviews were conducted with 12 PR professionals who have experience managing crises in multinational organizations. The findings highlight the dual role of social media as both a tool for rapid communication and a source of new challenges, such as the amplification of misinformation. Cultural sensitivity emerged as a crucial element in ensuring effective crisis communication across diverse audiences, and the emotional stress experienced by PR professionals was found to significantly impact their decision-making and overall well-being. This research contributes to the field of crisis communication by offering a more holistic understanding of the emotional, digital, and cultural dimensions of crisis management. The implications of these findings suggest that PR professionals need greater support in managing not only the technical aspects of crises but also the emotional and cultural complexities they face. Future research should further explore the emotional labor involved in crisis communication and the role of emerging technologies in shaping PR practices.