النظم التكنولوجية الرقمية للعلاقات العامة: دراسة تحليلية لوزارة الصحة السعودية

Abstract EN

The study aims to: Learn about the activities and mechanisms of digital public relations in the Saudi government health sector, Learn about its role in supporting communication systems during the "Covid-19" crisis, Spreading awareness of the importance of digital transformation in the organization and its role in obtaining health services, Content analysis (website and Facebook page) of the Saudi Ministry of Health during the “Covid-19” crisis, Expose the difficulties that hinder the work of digital public relations in the Saudi health sector.

The study found: There is a statistically significant relationship at a significant level less than (0.05) between the availability of application requirements for managing digital public relations, and the good performance of providing health services electronically.

It was found that there are statistically significant differences due to the variables (educational level, age), where the higher the educational level the greater the ability to deal with digital systems, and the age group between 18-35 years is the most capable.

to deal with digital systems, no differences were found for the rest of the demographic data.

The Facebook account of the Ministry of Health is used to deliver communication messages only, the site is used to register to provide health services well, and this supports the digital transformation of the Ministry, this appeared during the analysis of the content of the Ministry's website.

The study recommends: Take advantage of the social media "Facebook" to enhance communication with the public, especially the internal one.

strengthening the implementation of public relations activities, implementing appropriate educational and specialized programs for public health through Facebook and not limiting it to precaution against Covid-19 only.

Paying attention to the training programs offered to the Ministry's employees towards digital transformation.

Holding seminars and meetings that support the activities and tasks of public relations.

Focus on the electronic aspect when hiring public relations staff.