استراتيجيات العلاقات العامة في إدارة الأزمات المؤسسية

Abstract

Abstract:

This research examines the pivotal role of public relations strategies in managing corporate crises through a case study of Libyan Airlines, which faced a severe existential crisis characterized by both technical and actual bankruptcy, the closure of most of its offices, and the near-complete grounding of its fleet. The study employed a descriptive-analytical approach, collecting data through a field survey distributed to a sample of the company's employees in five Libyan cities, in-depth interviews with former communications officers, and content analysis of press releases and official statements. The findings revealed a complete absence of a communication emergency plan and an inability to apply established theoretical models of crisis management, leading to a rapid erosion of the company's reputational capital. The study concludes by proposing a strategic framework, based on a proactive model, aimed at building a resilient early warning and crisis communication management system for Libyan service sector organizations.

Keywords: Public Relations, Crisis Management, Corporate Communication, Organizational Reputation, Libyan Airlines, SCCT Model