The Role of Public Relations in the Management of the Health Crisis (Covid-19) in Algerian Institutions: The Case of Algerie Telecom

Abstract

Our study aims to highlight the role of public relations functions in managing the health crisis of COVID-19 in one of the prominent Algerian economic institutions, Algerie Telecom. This is achieved by evaluating the central strategic plan for managing the crisis in its various units across Algeria, with the aim of minimising the negative economic impact during the crisis and ensuring a minimum level of service to citizens.

The aim of the study was to recognise the importance of public relations functions in managing the health crisis of COVID-19, especially during the quarantine period, while ensuring the service activity in terms of receiving citizens and responding to their economic transactions on the one hand, and minimising the economic losses of the company on the other. Our study was based on a case study approach, focusing on the Algerie Telecom unit in Ghardaia, with a sample size of 50 people distributed over three centres of the institution located in the centre, east and west of the city.

The study showed that practising the tasks and functions of public relations within a clear and defined plan contributed significantly to managing the health crisis of COVID-19 in Algerie Telecom. A crisis communication strategy adopted by the central management of the institution and implemented in all its units helped to mitigate the negative economic impact that affected many institutions, both nationally and internationally.