Crisis Communication for Managing the Image of Public Sector Organizations

Abstract

This article aims to present communication strategies for managing the image of public organizations during crises through a strategic communication framework. This is achieved by systematically reviewing relevant literature, which includes: 1. Concepts and theories related to organizational image, which explain that an organizational image reflects the values and identity of the organization. Effective management requires appropriate communication strategies and alignment between internal and external perceptions. 2. Strategic communication, which can create value for organizations. Systematic and consistent communication enhances public perception and helps reduce communication gaps. 3. The role of public relations and advertising in public organizations is crucial for creating and maintaining the image of public organizations. The strategic use of these tools enables organizations to build trust and foster sustainable relationships with the public. 4. Managing the organizational image during crises is a process that must be conducted swiftly and involves clear strategic communication, to minimize impacts on the organizational image and effectively address and communicate during crises. 5. Digital technology and social media, where public organizations that creatively use digital technology will have advantages in accessing and maintaining relationships with target groups continuously and effectively over the long term. 6. Measuring and evaluating organizational image reveals that the communication strategies for managing the image of public organizations during crises involve strategic communication through public relations and advertising. While managing the image during crises requires effective communication strategies to mitigate potential impacts, digital technology and social media serve as crucial tools for quickly responding to public feedback. Furthermore, measuring and evaluating the organizational image will provide insights into the success of image management through public opinion surveys and social media data analysis.