Author: Edet Abia
Abstract
This study investigates the role of public relations (PR) strategies in managing social media criticism, focusing on organisations in Akwa Ibom State, Nigeria. Using a sample size of 97 respondents, including PR officers, social media managers, and communication assistants, the research examines how organisations respond to public criticism on digital platforms. The study explores the frequency of criticism, the types of response strategies used, and the effectiveness of these strategies. The findings reveal that most organisations receive social media criticism occasionally, with common responses including public statements and private engagements. However, a significant portion also resorts to ignoring or deleting comments. While many respondents consider their PR strategies effective, a notable number find them insufficient. The study applies the Situational Crisis Communication Theory (SCCT), which posits that organisations should tailor their response strategies to the type of crisis and public perception. The results suggest that while organisations are aware of the need for strategic communication, there is room for improvement in aligning practices with best crisis management strategies. Based on these findings, the study recommends enhanced PR training, proactive communication, standardised crisis management plans, and continuous social media monitoring to better manage online reputation and mitigate the impact of criticism. The study provides valuable insights for organisations looking to refine their approach to managing social media crises and strengthen their overall PR strategies.
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