Public relations via X: a critical study of crisis communication by Saudi government organisations during the Covid-19 pandemic

This chapter critically examines crisis communication strategies employed by the Saudi Ministry of Health (MOH) and Ministry of Education (MOE) on X during the Covid-19 pandemic. Effective crisis communication is crucial for disseminating accurate information, addressing public concerns, and mitigating the spread of the virus, and social media platforms were central to this effort in Saudi Arabia and globally.

Analysis of the 100 most retweeted messages by each ministry during 2020 identified four themes: 1) News and Updates, 2) Call to Action, 3) Awareness and Education, 4) Reassurance and Empathy. MOH focused on calls to action, followed by updates, while MOE posted predominantly updates with an education twist. The content reflects strategies of regular utilisation of X, differentiated communication focus dependent on the ministries’ function, a modified application of the CERC model through reliance on religion and collectivism. Understanding how Saudi governmental organisations used X for crisis communication is essential for evaluating their effectiveness and identifying areas for improvement, and for wider practical and conceptual implications for crisis communication.