Public Relations Performance in Times of Organizational Bullying Crisis: Safeguarding Institutional Image and Reputation

Authors

  • Rosmala Rosmala Universitas Persada Bunda, Indonesia; Kelurahan Tangkerang Labuai, Bukit Raya, Pekanbaru, Riau 28125
  • Ali Salman Universiti Malaysia Kelantan, Pengkalan Chepa, 16100 Kota Bharu, Kelantan Malaysia
  • Eka Putra Universitas Muhammadiyah Riau, Indonesia; Simpang Komersil Arengka (SKA, Jl. Tuanku Tambusai, Delima, Kec. Tampan, Kota Pekanbaru, Riau 28290

DOI:

https://doi.org/10.21111/ettisal.v11i2.119

Keywords:

Public Relations Performance, Crisis Communication, Institutional Reputation, Organizational Bullying, Medical Education, Image Management

Abstract

During organizational crises, effective public relations (PR) serves a crucial role in mitigating reputational damage and maintaining stakeholder trust. This study investigates the impact of PR performance on institutional image and reputation during an organizational bullying crisis within the Specialist Medical Education Program at Diponegoro University. Utilizing a quantitative survey design, data were collected via structured questionnaires distributed to 60 respondents from September to December 2024. Multiple linear regression analysis was conducted to evaluate the hypothesized relationships. The findings demonstrate that PR crisis communication significantly influences institutional image ($p < 0.05$) and reputation ($p < 0.05$) both independently and simultaneously. Furthermore, the coefficient of determination ($R^2 = 0.663$) indicates that 66.3% of the variance in institutional image and reputation is explained by PR performance, while the remaining variance is attributed to unexamined external factors. The study highlights the systemic impact of bullying incidents on institutional credibility and underscores the necessity for proactive crisis management. Practically, institutional PR departments must construct transparent narratives, execute rapid response strategies, and drive internal policy reforms to restore organizational integrity and public confidence.

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Submitted

2026-07-13

Accepted

2026-10-12

Published

2026-10-21

Issue

Vol. 11 No. 2 (2026): Ettisal : Journal of Communication

Section

Articles

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Copyright (c) 2026 Rosmala Rosmala, Ali Salman, Eka Putra

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