The Role of Digital Public Relations in Managing Corporate Crises in the Digital Age: An Applied Study on Startups in the Kingdom

This research aims to examine the role of digital public relations in managing institutional crises in the digital age, focusing on startups in Saudi Arabia. The study highlights the importance of digital tools such as email and social media as methods for rapid audience engagement and enhancing institutional reputation during crises. Findings indicate that digital tools significantly improve organizational responsiveness, enabling them to effectively address escalating challenges. The study also explores challenges associated with implementing digital public relations, emphasizing the need for proactive planning and adequate training for digital PR personnel. In conclusion, the study recommends developing effective communication strategies that combine digital innovation and ethical standards to achieve sustainable and impactful engagement with the audience.