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Crisis Management in Public Relations: Meta-Synthesis Analysis of Online Activism

Online activism is a mass digital movement that potentially becomes a threat to the organization’s reputation. This online activism is a manifestation of the public expectation gap, that is not following the social reality of an organization. This conceptual paper aims to describe the public relations strategy in dealing with crises experienced by organizations in the form of online activism. Through the metasynthesis analysis method, this systematic review examines the concept of online activism from several different journals and elaborates on the results of studies with public relations theory and concepts in crisis management. As a result, it can conclude that online activism does not only operate virtually but also virtual-actual. The management concept that is right on target can overcome the problem of online activism. Therefore this conceptual paper recommends 6 (six) concrete steps to overcome the crisis raised by online activism, such as social media integration in communication strategies, more committed to personalized online dialogue, making the mass media as a strategic partner in dealing with crises, paying attention to speed and timeliness in renewing online information, mastering the hashtag campaigns, and collaborate with the public and organizations that share a common vision.