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The Utilization of New Media in Online Public Relations Activities in Public Universities

Alyaqoub, Rasha Adel and Abdul Rahman, Nik Adzrieman (2018) The Utilization of New Media in Online Public Relations Activities in Public Universities. In: SMMTC Postgraduate Symposium 2018, 18-19 March 2018, Universiti Utara Malaysia.

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Online PR usage among organizations is growing tremendously. Organizations are now building and maintaining social media public pages to build relationships with the online audience and to enhance interest in their organizations. However, against this background the perceptions, practices and knowledge of online PR among Jordanian PR practitioners remain unclear and have not been widely studied qualitatively.Thus, this study will investigate the utilization of online PR using a sample of PR practitioners who have recently begun using social media in Jordanian public universities. Thus, using a qualitative approach, this study will seek an understanding of the concept of "online PR" by PR practitioners, investigate the utilization of online PR activities in Jordan, seek to gain an understanding of the antecedent factors influencing the practice of the online PR concept by practitioners in public universities and explore the level of ICT literacy among PR practitioners in public universities. This study however, will focus only on the 10 PR managers in 10 universities

Item Type: Conference or Workshop Item (Paper)
Additional Information: e-ISBN 978-967-0910-77-2 Organized by: School of Multimedia Technology and Communication (SMMTC) Universiti Utara Malaysia
Uncontrolled Keywords: Online PR, social media, new media, PR practitioners, utilization, universities, Jordan
Subjects: Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 06 Jan 2019 01:11
Last Modified: 06 Jan 2019 01:11

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