Comparative Analysis of Public Relations Strategies in Crisis Management across Industries in Ethiopia

Purpose: The aim of the study was to assess the comparative analysis of public relations strategies in crisis management across industries in Ethiopia. Materials and Methods: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicate that while all sectors recognize the importance of effective communication during a crisis, the specific strategies employed vary significantly based on industry characteristics. For instance, the technology sector often prioritizes transparency and rapid information dissemination to mitigate the rapid spread of misinformation, leveraging social media and digital platforms. In contrast, the healthcare industry focuses on maintaining public trust and reassurance, often utilizing spokespersons with high credibility and a calm, authoritative presence. The financial sector typically emphasizes legal compliance and investor relations, providing detailed and accurate financial reports to maintain stakeholder confidence. Furthermore, the hospitality industry tends to adopt a customer-centric approach, aiming to resolve issues swiftly to protect brand reputation and customer loyalty. Implications to Theory, Practice and Policy: Situational crisis communication theory, stakeholder theory and Image Restoration Theory may be used to anchor future studies on assessing the comparative analysis of public relations strategies in crisis management across industries in Ethiopia. Develop and implement industry-specific crisis communication training programs for PR professionals. Advocate for the development of regulatory guidelines that mandate transparent and timely communication during crises.