Employing public relations practitioners for new media applications in managing electronic reputation - a comparative field study on organizations operating in the government and private sectors in the Kingdom of Saudi Arabia

Nasser, Noha

doi:10.21608/jsb.2023.127751.1439

Employing public relations practitioners for new media applications in managing electronic reputation - a comparative field study on organizations operating in the government and private sectors in the Kingdom of Saudi Arabia

Document Type : Original Article

Author

noha nasser

Al-Azhar university

10.21608/jsb.2023.127751.1439

Abstract

This study aimed to find out the extent to which public relations practitioners benefit from electronic applications from the organization's website, social networking sites, electronic platforms, and others in building the reputation of institutions operating in both the public and private sectors in the Kingdom of Saudi Arabia. Of the public relations practitioners in the government and private sectors, there were 150 individuals, 51 for the public sector and 99 for the private sector. The rate of use of public relations practitioners, the study sample, for electronic applications in managing reputation in both governmental and private institutions, and credibility came as one of the factors affecting the reputation of the organization in the first place, and concerning the reasons for using the study sample for applications, “knowing what is published about my institution in the media” came The various "at the forefront of these reasons, where it came in the first place with an arithmetic average of 7267.0, then the public definition of the events and activities of the organization" came in the second place, and about the measure of the attitude towards the elements of the organization's reputation from the point of view of public relations practitioners of the study sample, the positive trend came in the rank initial.

Keywords

Main Subjects

Public relations, Advertising

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