The Role of Public Relations in Crisis Communication Planning in Bahraini Organisations

In the age of globalisation, crisis management has grown to be essential for the sustainability of any organisation. Thus, this article aims to bring original qualitative data about the role of public relations in crisis communication planning in Bahraini organisations. The contribution of this article is that it is the first research that provides an in-depth analysis of the use of strategic crisis communication planning in governmental and private sectors in Bahrain. The researcher adapts an issue management theoretical framework to analyse the role of public relations in strategic communication planning. The article raises the question of the role of public relations in strategic crisis communication from the perspectives of public relations managers in Bahrain. The researcher conducted 19 in-depth e-interviews with public relations managers in public relations consultancies, governmental and private sectors in Bahrain. The research highlights the opportunities and challenges of the practice of strategic crisis communication planning in public relations departments. The article finds that the use of crisis communication planning should be improved and connected to public relations proactive communication strategies rather than reactive strategies in Bahraini organisations. In conclusion, the article offers an in-depth theoretical discussion and practical implications for the improvement of the role of public relations in strategic crisis communication planning in Bahrain.     Keywords: Public Relations, Strategic Communication Planning, Crisis Management, Issues Management, Proactive Communicatio