Public Relations Professionals’ Communication Strategies in Responding the COVID-19 Pandemic Based on Gender

Many studies have examined crisis management in various business sectors. However, COVID-19 has presented unique and interesting challenges. Using an online survey (n = 224 participants) in-depth interviews, profiling public relations professionals’ communication strategies responding to the pandemic based on gender was investigated. The findings reveal that male female practitioners specific understandings of pandemic, ways facing crisis, differing activities during pandemic. They regard this as a challenge be adoptive, innovative, creative, enhance technology competencies, build relationships with publics by providing up date information. Female use social media more than males give attention programs dealing customers, while counterparts focus capturing market strengthening organization’s image reputation through publicity conventional media.