An Investigation of PR Practitioners’ Crisis Communication Strategies and Implementation: Wollega University Corporate Communication Director in Focus

Abstract

Crisis events are appearing to be a frequent scenario on Wollega University that negatively affecting teaching-learning process. In recent times, most Ethiopian universities are also experiencing the hardship of crisis. Nonetheless, they seem not to endeavor scientific and strategic crisis communication efforts to manage crisis. The study aims to explore a crisis scenario occurred at Wollega university during 2018 -2019GC academic years. Therefore, the main objective of this study was to critically evaluate the crisis communication strategy and implementation of Wollega University during the crisis. Qualitative research approach was employed so as to collect and analyze data generated through in-depth interview with key informants selected through purposive sampling technique. The data generated through in-depth interview with seven key informants were thematically analyzed. The findings of the study revealed that the organization is not yet to follow a scientific way of strategic crisis communication to deal with crisis. For instance, regarding its pre crisis activity the organization did not seem to have understanding and knowledge about key pre crisis tasks such as preparing crisis management plan and using crisis communication plan, detecting signals, risk management and assigning a well-trained crisis time spokesperson. Nevertheless, the finding on the crisis response phase show that the crisis resolved with little damage. Traditional and social media employed for addressing different stakeholder; but particularly facebook played inevitable role in averting fake news spread, and the engagement of internal stakeholders also prominent in crisis communication. Concerning the post-crisis efforts, findings showed that the company neglected the key tasks such as evaluating the performance of crisis response. Lack of training, professional and experienced staffs and interference of the management was the challenges faced. On the other hand, working in team and engaging internal stakeholders in crisis communication are the best lesson acquired during the crisis. Finally, this thesis forwarded recommendations focusing on the three phases of crisis phases to have a strong crisis management and communication strategies to protect reputational damage and maintain a smooth relationship between the university and its stakeholders.