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Journal of Human Development and Education for Specialized Research
About the Journal :
The Journal of Human Development and Education for Specialized Research is an academic journal issued by the Malaysian Institute of Science and Development. The aim of this journal is to disseminate serious studies based on theoretical and field research, and to promote multidisciplinary studies in human development, management and education for specialized research and become a leading journal in human development and education in the world. The Journal also aims at publishing theoretical and applied researches in the fields of human development and education for specialized research such as human resources management, business administration, communication sciences, development studies, economic sciences, education sciences, history, industrial relations, media sciences, psychology, Public administration, religious studies and others.
THE USES OF PUBLIC RELATION WORKERS FACE BOOK AS A MARKETING TOOL AND ITS RELATION IN IMPROVING THE MENTAL IMAGE FOR THE PALESTINIAN UNIVERSITIES
Dr. hamsa bassam alnaffar 1* & Dr. Ihab Ahmed Owais 2*
Abstract :
This study aims to identify the extent to which public relations use Facebook to improve the image of Palestinian universities, and to know the level of impact of the practice of the public relations function in improving the image of universities in light of technological developments, including Facebook, and to know negative cases by reviewing students' opinions about the university's reputation and determining it through Social networking sites, and knowing the extent to which public relations employees in Palestinian universities use Facebook to achieve effective and positive communication strategies. This study belongs to descriptive research, which used the survey method, and in the context of the method of surveying methods of media practice, the study data was collected through the survey newspaper, the researcher used the method of survey or comprehensive inventory of the sample in the study of those in charge of public relations activity in those universities, as the Survey research, based on systematic procedures, can be comprehensive. The study reached several results, the most important of which are:
1- There was a very large agreement by public relations employees in Palestinian universities to use Facebook to improve the university’s image among students by 47.1%.
2- The employment of public relations employees in the Palestinian universities for Facebook contributes to improving the image of the university, to a very large degree, by 70.6%.
The study made several recommendations, including:
1- The need to employ Facebook more in the field of public relations, especially directorates and public relations departments in Palestinian and private universities, to present their programs by relying on texts, pictures, fixed and mobile graphics, and video clips to communicate the messages of their institutions to the internal and external audiences.
2- There must be a clear vision and scientific evidence regarding communication strategies for digital public relations, and that there are other disciplines working within the field of digital public relations.
Keywords: public relations - social media - Facebook - Palestinian universities.
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