Wangari, Hannah2025-01-272025-01-272024Wangari, H. (2024). The Role of External Communication in Crisis Management in The Aviation Industry: The Case of Kenya Airways. Daystar University, School of Communication.https://repository.daystar.ac.ke/handle/123456789/6108MASTER OF ARTS in CommunicationThe purpose of this study was to assess external communication during crisis management in the aviation industry with a specific focus on Kenya Airways. Its objectives included identifying the channels of communication used to disseminate information during crisis management, establishing the communication strategies used during crisis management and assessing the effectiveness of external communication in crisis management. The study adopted a cross-sectional research design and targeted Kenya Airways customers from government agencies that are headquartered in Nairobi. The purposive sampling method was used to select a sample size of 100 respondents for data collection. Questionnaires were used to collect data, which was analyzed using descriptive statistics using the Statistical Package for Social Sciences (SPSS) version 25. It was established that KQ used direct calls to their clients, had a dedicated spokesperson for the crisis and used newspapers, social media, media briefings, company website and press releases as external communication channels. Similarly, KQ deployed various crisis communication strategies including issuing instructions on what to do, clarification strategy, denial strategy, excuse strategy, minimization strategy, ingratiation strategy, and issuing apologies for the crisis occurrence. Further findings showed that KQ was effective in managing the crises it faced through its external communication mechanisms. The study concludes that to effectively manage a crisis and preserve reputation, an organization deploys a mix of different strategies all aimed at meeting stakeholder needs for information during a crisis. The study recommends that Kenya Airways need to have communication officers monitoring stakeholder comments/feedback in real-time to help them take notice of and react to negative information/ issues before they become crisis.enExternal communicationDisseminate informationCrisis managementThesis