The study aimed to reveal the form of the message used by PR in the Arab American university during the crisis of killing of student Mahran Khalilah, and to know the public's acceptance of the PR response strategies in the university according to the form of the letter. The study also aims to reveal the kind of public sentiment formed by the PR response to the crisis according to the form of the letter. To achieve the purpose of the study, the study used the descriptive analytical method, relying on the content analysis tool, interviews, and questionnaire. The content analysis tool was applied to a comprehensive survey sample of university publications during the period of the student murder incident, which represents the period from December 4 to January 4, 2021. The sample size was (20) publications. The interview tool was also applied to (3) employees from the Public Relations Department at the Arab American University, and the questionnaire was distributed to (299) male and female students from within the Arab American University. After the analysis, the study concluded with a number of results, the most important of which were: The frequency of the reinforcement strategy reached first place among the frequency of the communication strategies in crisis management employed by public relations at the Arab American University during the crisis of the killing of student Mahran Khalilah, at 47.5%. Then came the rebuilding strategy, at a rate of 47.5%. 28.5%, then the denial strategy with a rate of 19%, and with regard to the strategy of minimizing the size of the crisis, it came in last place with a rate of 5%. The results also showed that the type of feelings that formed among the audience towards the source of the message sent during the Mehran crisis were feelings of external attribution at a rate of 51%, followed by feelings independent of attribution at a rate of 32%, then feelings dependent on internal attribution at a rate of 9%. Among the university's most prominent practical recommendations: the need to enhance the university's reputation through its website as a vital and official means of communication for public relations, especially in times of crisis. One of the most prominent scientific recommendations is that public relations specialists must give priority to understanding the public’s feelings during a crisis, as these feelings can greatly affect the public’s response to crisis management strategies.

Title

مجلة الشرق الاوسط للبحث العلمي

Publisher

مجلة النجاح للنشر العلمي

Publisher Country

Egypt

Indexing

Thomson Reuters

Impact Factor

1.0

Publication Type

Both (Printed and Online)

Volume

8

Year

2025

Pages

1-24