Document Details
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Document Type |
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Thesis |
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Document Title |
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PUBLIC RELATIONS ROLE IN CRISIS MANAGEMENT AT SAUDI ARAMCO ( AN ANALYTICAL STUDY OF THE TERRORIST ATTACKS THAT HIT THE COMPANY IN SEPTEMBER 2019) دور العلاقات العامة في إدارة الأزمات بشركة أرامكو السعودية (دراسة تحليلية:للهجمات الإرهابية التي تعرضت لها الشركة في سبتمبر 2019م) |
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Subject |
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Faculty of Communication and Media |
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Document Language |
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Arabic |
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Abstract |
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This study aims to identify the communication strategies used by ARAMCO to manage the terrorist attacks that occur in September 2019, within the framework of the Situational Crisis Communication Theory, and Ruler's Situational Model. The study also examined the extent of these strategies’ reflection on the foreign newspapers and how they viewed the terrorist attacks.
This study was conducted in two phases. In the first stage, the content of Aramco's digital platforms was analyzed; Twitter, Instagram, YouTube and ARAMCO's official website. Using the grounded theory, the study searched for the communication strategies that Aramco used through its digital platforms to manage the crisis, and then calculate the occurrences of the topics and strategies used. In the second stage, the content of foreign newspapers about the crisis was analyzed, from 9/14/2019 to 12/30/2019. The study focused on six (6) British newspapers, namely: The Independent, The Guardian, The Sun, The Mirror, Telegraph, Daily Mail, and four (4) American newspapers, namely: The Washington Post, New York Times, Wall Street General, Forbes The mixed method was used to conduct a qualitative analysis with the aim of knowing the axes covered by foreign newspapers in their publications on the crisis, after which the quantitative analysis was conducted to identify the negative, positive and neutral news contexts on with the crisis.
The study found that ARAMCO’s digital platforms focus on four axes, which are as follows: efficiency, quality, social responsibility, market value enhancement, and the company's media news. Before the crisis, the content of digital platforms focused on social responsibility by 44%, on quality and efficiency by 26%, and on enhancing market value by 20%. However, during the crisis, the percentage of content on quality and efficiency increased to 44%, and the percentage of content on social responsibility decreased to 21%. The study found that Aramco used 11 communication strategies that are consistent with the SCCT strategies, in addition to three other strategies that the company followed that were not mentioned in the theory.
In the second stage of the study, the study concluded seven (7) axes that were covered by foreign newspapers in their publications on the crisis. The study concluded that the British newspaper (Daily Mail) ranked first, followed by The Guardian, among newspapers that dealt with the crisis in a positive way (by 34.3%). One of the most prominent topics covered by the newspaper is its publication on the importance of ARAMCO in the global markets. Forbes newspaper ranked first among the newspapers that dealt with the crisis in a negative way (by 26.9%). One of the most prominent topics covered by the newspaper is the impact of ARAMCO’S initial public offering. As for the British newspaper, the Daily Mail, it was the biggest newspaper that addressed the crisis by publishing 55 news articles.
The study also found that 6 out of 10 newspapers linked the discussion of the Aramco crisis to the criticism of Saudi Arabia in its human rights record. The study also concluded that the most positive topic was the visit of international media delegations to Aramco headquarters, by (84.6%).
Key words: Public Relations, Crisis Management, Situational Crisis Communication Theory, Ruler Model, Aramco. |
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Supervisor |
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Dr. Shaar Al-Baqami |
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Thesis Type |
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Master Thesis |
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Publishing Year |
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1443 AH
2022 AD |
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Added Date |
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Friday, January 6, 2023 |
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Researchers
| سراج طلال سراج | Siraj, Siraj Talal | Researcher | Master | |
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