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The purpose of this study was to gain a deeper understanding of the interaction between media and public relations in crisis situations. This study used a qualitative methodology utilizing in-depth interviews with public relations professionals who have direct experience in crisis management. Research has shown that media can be a powerful tool for crisis communication. Using traditional media such as television, radio, and print media can be effective in reaching a large audience quickly. Online media, such as social media and blogs, can also be effective, especially when targeted to specific audiences and interacting with them in real time. The study also confirmed the importance of a proactive and transparent approach to crisis communication, including developing relationships with the media before a crisis occurs. Building trust with journalists would help communications teams provide accurate and timely information during a crisis, minimizing the potential for misunderstanding or misinformation. Overall, this study highlights the critical role of the media in communicating crisis situations to the public and the importance of effective media management to achieve successful outcomes. Using qualitative methodology, this study provides rich insights into the experiences and perspectives of PR practitioners and offers practical recommendations for those working in this complex field.<\/jats:p>","DOI":"10.52589\/bjmcmr-cbqrsm5z","type":"journal-article","created":{"date-parts":[[2024,12,10]],"date-time":"2024-12-10T09:20:42Z","timestamp":1733822442000},"page":"77-86","source":"Crossref","is-referenced-by-count":1,"title":["The Role of Media in Public Relations Crisis Communication"],"prefix":"10.52589","volume":"4","author":[{"given":"Heavens","family":"Ugochukwu Obasi","sequence":"first","affiliation":[]}],"member":"30334","published-online":{"date-parts":[[2024,12,10]]},"reference":[{"key":"ref0","doi-asserted-by":"publisher","unstructured":"Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.","DOI":"10.1191\/1478088706qp063oa"},{"key":"ref1","unstructured":"Broom, G. M., & Sha, B. L. (2013). Cutlip & center's effective public relations. Pearson."},{"key":"ref2","unstructured":"Coombs, W. T. (2014). Ongoing Crisis Communication: Planning, Managing, and Responding. Sage."},{"key":"ref3","unstructured":"Coombs, W. T. (2015). Social media and crisis communications. In The Handbook of Crisis Communication (pp. 265-277). Wiley."},{"key":"ref4","doi-asserted-by":"publisher","unstructured":"Coombs, W. T. (2018). Situational Crisis Communication Theory and the Role of the Media in Crisis Communication. In Oxford Research Encyclopedia of Communication.","DOI":"10.4324\/9781315749068-3"},{"key":"ref5","unstructured":"Coombs, W. T. (2019). Ongoing Crisis Communication: Planning, Managing, and Responding (5th ed.). Thousand Oaks, CA: SAGE Publications."},{"key":"ref6","unstructured":"Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches. Sage publications."},{"key":"ref7","unstructured":"Grunig, J. E., & Kim, J. N. (2011). Coorientation: A theory of interorganizational effectiveness. Public Relations Review, 37(2), 117-125."},{"key":"ref8","unstructured":"Harrison, K., & Kim, A. (2018). The Handbook of Strategic Public Relations and Integrated Marketing Communications (2nd ed.). New York, NY: Routledge."},{"key":"ref9","unstructured":"Holladay, S. J., & Coombs, W. T. (2013). The theory of information subsidies and media in crisis communication. In The Handbook of Crisis Communication (pp. 406-420)."},{"key":"ref10","unstructured":"Jin, Y. (2018). Crisis and Emergency Risk Communication. In Encyclopedia of Pharmacy Practice and Clinical Pharmacy (pp. 156-162). Elsevier."},{"key":"ref11","unstructured":"Kiousis, S., & Grunig, K. A. (2012). Building coorientation through social media during crisis communication. Journal of Public Relations Research, 24(3), 301-324."},{"key":"ref12","unstructured":"Kreps, G. L. (1998). A question of image: The role of the media in crisis management. Public Relations Review, 24(2), 145-157."},{"key":"ref13","doi-asserted-by":"publisher","unstructured":"McCombs, M., & Shaw, D. L. (1972). The agenda-setting function of mass media. The Public Opinion Quarterly, 36(2), 176\u2013187.","DOI":"10.1086\/267990"},{"key":"ref14","doi-asserted-by":"publisher","unstructured":"Mitroff, I. I., & Anagnos, G. (2019). Managing Crises Before They Happen: What Every Executive and Manager Needs to Know about Crisis Management (3rd ed.). Stanford, CA: Stanford Business Books.","DOI":"10.1016\/s0737-6782(02)00133-9"},{"key":"ref15","unstructured":"Patton, D. U. (2008). Identity threat and the influence of crisis communication on African American identity. Journal of Public Relations Research, 20(3), 283-302."},{"key":"ref16","doi-asserted-by":"crossref","unstructured":"Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. 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