AN ANALYTICAL EXPLORATION OF ORGANISATIONAL CONDUCT, CRISIS COMMUNICATION, AND PUBLIC PERCEPTION IN PUBLIC RELATIONS.

Abstract

In today’s interconnected communication environment, organisations are increasingly assessed not only by their actions but also by their conduct and communication during periods of crisis. This study examines the interplay among organisational behaviour, crisis communication, and public perception within public relations practice. Grounded in Situational Crisis Communication Theory (SCCT) and Reputation Management Theory, the research adopts a qualitative desk research approach, drawing on relevant literature from both global and Nigerian contexts. The findings reveal that ethical and consistent organisational behaviour plays a central role in shaping stakeholder trust and significantly influences how crisis communication is received. Effective crisis communication strategies, particularly those that are timely, transparent, and empathetic, are crucial in shaping public perception during crises. However, the effectiveness of these strategies is strongly shaped by an organisation’s prior conduct. The study concludes that public perception is collectively constructed through the alignment between organisational behaviour and communication practices. It therefore highlights the importance of integrating ethical conduct with strategic communication to sustain organisational reputation and strengthen stakeholder relationships.