The Role of Public Relations in Organisational Crisis Management

The main aim of the study was to examine the role of public relations in organisational crisis management using Coca Cola Processing Company Limited as case study. Specifically, the study sought to;

1. Identify the role of public relations practitioners at CPC.
2. Identify how public relations practitioners can use social media platforms to support CPC as an ailing organisation.
3. Examine the relationship, if any, between the CPC’s communications and its economic fortunes.

The study adopted the descriptive survey design and was purely qualitative in nature. For this study, the researcher used thematic analysis. The population of the study were senior staff and managers in the organisation. Four (4) managers and three (3) senior staff were sampled out for the study. The study employed a non-probability sampling method, specifically, a purposive sampling. An interview guide was used as the data collection instrument. Responses were recorded and later transcribed.