The Authorities and Enhance Public Pinion Satisfaction during Crises

This study aimed to investigate the actions required to be taken by the authorities to enhance public opinion satisfaction during times of crisis.  It is a qualitative-quantitative research work. The data collection instruments included an analysis of the content of the research works conducted in Iran, an interview, and a researcher-made questionnaire. The statistical population of the study consisted of the students and professors of Semnan University. In the qualitative section, using the purposive sampling method, 12 professors of psychology, organizational behavior, human resources, and communications were selected, and in the quantitative section, using the cluster random sampling method, a group of 375 individuals was selected as the sample. For data analysis, one-sample t-test and the TOPSIS technique were used. According to the evaluation of the data, from among the 20 identified actions, ‘humane and good behavior’, ‘not using guess and speculation,’ ‘avoiding instant interviews’, ‘allocating a place for journalists’, ‘avoiding challenge with journalists’, ‘creating assurance by showing that the situation is under control’, ‘anticipating possible crises, the needs of people, and the type of audience’, ‘24-hour presence and announcement of the results and news’, ‘making sure that the news is not being exclusively announced by specific media’, ‘resignation’, ‘apology’, ‘letting the public know the person responsible for pursuing the crisis until it is resolved’, ‘declaring an accurate, practical, transparent plan and carrying it out’, ‘having an appearance consistent with the crisis situation (informal)’, ‘establishing an appropriate and honest relationship with the families of the injured’, ‘avoiding clichés and ambiguities in speeches and plans’, and ‘punishment or expulsion of some of those causing the crisis’ were identified as effective actions.