العوامل المؤثرة في استخدام العلاقات العامة لمواقع التواصل الاجتماعي في المؤسسات التعليمية المصرية و البحرينية : دراسة في ضوء نظرية الامتياز في العلاقات العامة

الملخص EN

The study aims to identify the reality of public relations in commercial and industrial institutions in the Kingdom of Bahrain, and the factors affecting their usage of social media in light of the theory of excellence in public relations, and the researcher applied his study on an available sample of 275 individuals from the external public dealing with public relations departments in these institutions , and the researcher used the electronic questionnaire to obtain information from the respondents.

The study reached many results, the most important are: -The results revealed that there are many advantages that distinguish the work of public relations by using social media, including: the ability of public relations practitioners to carry out their work tasks more effectively, means to enhance and maintain the relationship with the public of the institution, and low-cost means in reaching the public, help in reaching new public, which the institution has not previously dealt with, that delivers news of the institution to the public quickly and easily.

-The results indicated-in its application of the elements of the theory of excellence in public relations in commercial and industrial institutions- about: Public relations is an administrative function separate from all other functions in the organization such as marketing and human resources, the Public Relations department in the institution presents its plans on social media sites, the Public Relations department contributes actively and effectively contributes to persuade the external public of the quality and importance of the various policies proposed by the institution.

And Social media helped the institution to improve its mental image with the external public.

-The results indicated that social media has a significant impact on the practice of public relations in commercial and industrial enterprises in the Kingdom of Bahrain, and these effects are summarized in: improving the level of communication with the external public, facilitating opportunities for establishing joint cooperation between public relations practitioners and the external public, facilitating opportunities for establishing cooperation between public relations practitioners and the external public.