Crisis Communication and Political Trust: The Role of Public Relations in Restoring Political Legitimacy

Muh. Aswad, Muliadi Mau, Ahmad Ismail

Abstract

Public trust is a fundamental basis for the continuity of political legitimacy. When such trust declines as a result of policy crises, scandals, or disinformation, governments need effective communication strategies to restore public confidence. This study analyzes the role of crisis communication strategies in rebuilding political trust and legitimacy, with particular attention to the strategic function of political public relations (PR). Using a qualitative descriptive-interpretive approach, case study analysis, and Critical Discourse Analysis (CDA), the research examines government communication during political crises in Indonesia through the lens of Coombs’ Situational Crisis Communication Theory (SCCT). The findings indicate that crisis communication strategies based on moral responsibility, empathy, and transparency are more effective in restoring public trust than defensive strategies such as denial or self-justification. Apology and corrective action strategies can enhance perceptions of governmental integrity, particularly when supported by concrete actions and public engagement through digital dialogue. Conversely, manipulative or opaque communication may deepen the crisis of trust and undermine political legitimacy. These findings demonstrate that political PR functions not only as a channel for message delivery but also as an ethical mediator and strategic architect of public trust. This study contributes to the literature by extending the application of SCCT to the context of political legitimacy and trust restoration in a non-Western democratic setting. It also offers a novel perspective by positioning political public relations as an ethical and strategic instrument of crisis governance rather than merely a technical communication tool. Furthermore, the study provides empirical insights into how crisis communication practices in the digital era shape public trust through the alignment of narratives, ethical responsibility, and tangible governmental action.

 

Keywords: Crisis communication; Political trust; Political legitimacy; Political public relations; Situational Crisis Communication Theory; Indonesia.

 

DOI https://doi.org/10.55463/issn.1674-2974.53.4.8


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