Peran Strategis Public Relations dalam Manajemen Isu dan Krisis Organisasi

Public Relations (PR) plays a strategic role in bridging relationships between organizations and their internal and external publics, particularly in managing issues and crises. This study examines how issue and crisis management are crucial to maintaining an organization's image and reputation. Issue management is carried out proactively to identify and anticipate potential problems before they develop into crises. Crisis management, meanwhile, encompasses systematic steps from prevention to post-crisis recovery. The role of PR is crucial at every stage, from early detection and strategic communication during a crisis, to rebuilding public trust after the crisis subsides. By implementing effective and responsive communication strategies, PR can minimize negative impacts, maintain organizational continuity, and strengthen relationships with stakeholders. This study emphasizes the importance of PR preparedness and capabilities in facing the dynamics of crises in an era of rapid and open information. Keywords: Public Relations, Issue Management, Crisis Management