By /

Sami Sekkak

Crisis Communication in the Digital Age: Analyzing the Effectiveness of Apologies and Trust-Building After Public Scandals

Biography

Welcome to my Capstone Project! My name is Sami Sekkak, and I am a fourth-year Professional Communication student at the Toronto Metropolitan University. Some of my interests include a particular emphasis on digital engagement, crisis communication, and strategic communications. I am very passionate about public relations, marketing and media. Working in those fields as a career is my ultimate goal. I find Public Relations and Crisis Communication highly fascinating, and I decided to do my capstone project on those topics. It is very relevant and important in the Digital Age, because it protects reputation and shapes public perception. Good PR and Crisis Communication help a lot of organizations when things go wrong. Trust-Building highlights how companies can turn crises into opportunities to strengthen relationships.

Details of Project

In this age of increased connectivity and real-time information sharing, organizations have become significantly dependent on crisis communication as a core to their brand management agendas. In the Digital Age, how do organizations react to public scandals, and how well do their apologies and later trust-building efforts work? Through case studies of recent high-profile incidents, the research examines communication tactics used by brands during crises and assesses their effects on the public’s perception, highlighting effective apology-framing strategies and recovery approaches. The results are yielding practical recommendations for designing sincere, effective crisis responses that will connect with today’s audiences and reduce reputational harm.

Lightning talk

Scroll to Top