Reputation management techniques and e-collaboration: UAE public relations communication strategies during crises management

Public relation is one of the significant communication methods in any organization. It leads the internal and external communication strategies, especially during crises. Some of the main goals of public relations are to create, maintain, and protect the organization's reputation, and-ever-increasingly-e-collaboration plays a vital role in accomplishing this goal. The aim of this study is to explore the approaches that help an organization rejuvenate its reputation after damage caused by various crises. It is important to know which PR approaches best engage stakeholders because companies must maintain healthy relationships with all stake-holding entities in order to survive. Qualitative case study was conducted to explore what circumstances can compromise a company's image and what role a PR department would optimally play in rejuvenating it.