Utilization of Digital Public Relations in Managing the Humanitarian Crisis in Yemen
DOI:
https://doi.org/10.54582/TSJ.2.2.161Keywords:
Digital Public Relations, Crisis Management, Humanitarian Crisis, YemenAbstract
This study aims to analyze the utilization of digital public relations in managing the humanitarian crisis in Yemen, by identifying the level of utilization of digital public relations, its effectiveness in supporting humanitarian crisis management, and uncovering the digital strategies capable of developing public relations practices during crises. The research adopted the descriptive-analytical method, using a questionnaire as a tool to collect data from a sample of (250) respondents from groups related to the research topic, and the data were analyzed using a set of appropriate statistical methods via the SPSS program. The results showed a high level of utilization of digital public relations in managing the humanitarian crisis, as its role stood out in improving the flow of information, reducing rumors, and enhancing the speed of response and interaction with the public. The results also revealed the importance of developing digital strategies based on prior planning, electronic monitoring, unifying messages, and utilizing digital content in a way that enhances the effectiveness of crisis management practices. The study recommends the necessity of adopting a strategic framework for the utilization of digital public relations in managing humanitarian crises, and enhancing the readiness of institutions by developing specialized units for digital monitoring and analysis, and building the capacities of public relations personnel, in a way that contributes to improving the efficiency of response and keeping pace with the requirements of the digital environment during crises.
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