Authors : Che Su Mustaffa, Ebrahim Mohamed Al-Akwa and Hassan Abu Bakar
Abstract: This study attempts to investigate the role of public relations and crisis communication in Yemen’s organization. The study also attempts to determine the moderating effects of Islamic approach on the relationship. It employs a quantitative research design through self-administered questionnaire. The data is based on a total number of 200 public relations managers. The study uses correlation and regression analyses to analyze the data. The findings reveal that public relations roles and crisis communication are positively related. The Islamic approach partially moderates the relationship among public relations roles and crisis communication. Based on the results of this study, it is recommended that further research be undertaken in considering an in-depth qualitative method to understand the detailed relationship among public relations roles and crisis communications. It is also recommends an examination, as well as expansion of the dimensions of the Islamic approach to further explore the various ways in which the Islamic approach contributes to organization management.
Che Su Mustaffa, Ebrahim Mohamed Al-Akwa and Hassan Abu Bakar, 2013. The Moderating Effect of Islamic Approach on the Relationship Between Public Relations Roles and Crisis Communication. The Social Sciences, 8: 523-532.