MANAGING RESTAURANTS CRISIS COMMUNICATIONS: THE ROLE OF PUBLIC RELATIONS

This study investigates the role of public relations in crisis management, focusing on pre-crisis, crisis,and post-crisis phases. Many public and private entities, including restaurants, lack effective crisis PR plans. The research centres on American restaurants due to their susceptibility to crises and explores Twitter's role in crisis PR. Guided by the Situational Crisis Communication Theory (SCCT), qualitative data analysis reveals the importance of proactive crisis strategies, crisis teams, and social media expertise. The study underscores the need for anticipating and averting crises through effective planning and online engagement. Keywords: Public Relations, Crisis Management, Twitter, Situational Crisis Communication Theory, social media.