The role of digital public relations in promoting diplomatic work : A field study at the Organization of Islamic Cooperation in Jeddah- Ksa

Author

Associate Professor, College of Communication and Media, King Abdul- Aziz University, Saudi Arabia

Abstract

This study identified the role of digital public relations in reinforcing the diplomatic work with the international organizations. by examining the degree of use of digital applications by practitioners of public relations in the Organization of Islamic Cooperation in its general secretariat in Jeddah, and the motives for their use of them. And how it contributes in turn to the promotion of issues of Islam and Muslims in the world. 
This study relied on the descriptive approach using the questionnaire, as it was distributed to practitioners of public relations in the Organization of Islamic Cooperation. Among the most important results reached is that 68,4 percent of the respondents use digital applications permanently while carrying out public relations activities in the Organization of Islamic Cooperation. E-mail was the most used means by public relations practitioners of the Organization of Islamic Cooperation, followed by the organization’s website, the WhatsApp application, the Zoom application, then the Twitter application. The digital public relations applications have a major role in enhancing the diplomatic work of the Organization of Islamic Cooperation. 69 percent of the respondents agreed on the use of public relations applications and digital technology greatly helps to promote positive interaction and cooperative work between the organization and the member states. It helps as well to strengthen friendly relationships between the organization and the rest of the Islamic organizations. Also, 75 percent of the respondents believe that through their use of digital applications, they are keen to correct misconceptions about Islam and Muslims.

Keywords

References

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