Implementation of Digital Public Relations in Crisis Management: The Evidence of Palestinian Director of Education During the Covid-19 Pandemic

This study aimed to investigate the application of digital public relations in crisis management. In particular, our focus was on studying whether the information communication strategies implemented by the Palestinian Director of Education During the Covid-19 Pandemic led to the Organization’s successful crisis management. The Binary logit regression was applied to analyze the data collected from participants of the Palestinian Director of Education digital public relation information updates discussion forum. The findings revealed that pedagogy and mitigation information strategies are positively and significantly associated with Organization digital public relation application in crisis management. In contrast, Adoptive and Modification information strategies show a negative and significant association with Organization digital public relation application in crisis management. Hence, the study concludes that the Organization's implementation of Digital Public Relations in Crisis Management should study its chosen strategies to ensure clear and consistent information, careful information management, media management, direct communications, and actions.