The Implementation of Higher Education Institutions to Dialogue Communication Principles via Twitter

Hassan  Al-Saify; Fouda  Aisha; Mohamed    Hashem; Sally   Osama; Shaimaa    Darwish

doi:10.35516/hum.v51i5.3721

Authors

Hassan Al-Saify Department of Mass Communication, College of Arts, King Faisal University, Al-hasa, Saudi Arabia https://orcid.org/0000-0002-7995-2033
Fouda Aisha Department of Mass Communication, College of Arts, King Faisal University, Al-hasa, Saudi Arabia https://orcid.org/0000-0001-7778-5027
Mohamed Hashem Department of Mass Communication, College of Arts, King Faisal University, Al-hasa, Saudi Arabia https://orcid.org/0000-0003-1694-7082
Sally Osama Department of Mass Communication, College of Arts, King Faisal University, Al-hasa, Saudi Arabia https://orcid.org/0000-0002-8236-9666
Shaimaa Darwish Department of English Language, Faculty of Human Studies, Al-Azhar University, Cairo, Egypt https://orcid.org/0000-0002-1988-0146

DOI:

https://doi.org/10.35516/hum.v51i5.3721

Keywords:

Public relations applications, public relations models, social media platforms, dialogic communication theory of public relations

Abstract

Objectives: The study aimed to investigate how public relations are used in Saudi universities' social media and to what extent they benefit from the advantages of these platforms in higher education institutions.

Method: The study used a descriptive method, and content analysis was used to collect the data. The content published by public relations on the official accounts of King Faisal University, King Abdulaziz University, and Al Faisal National University on Twitter was analyzed in light of the principles of dialogue communication theory by Kent and Taylor as well as models of public relations practice. The study was conducted during April, May, and June 2022, representing the study periods, exams, and summer vacation.

Results: The results revealed that Twitter is mainly used by public relations in Saudi universities for publishing and promotion. The results also showed differences between universities in dialogue with their public and models of public relations practice. Government universities were less likely to apply the principles of dialogue communication and only interacted with the public on rare occasions, using it as a tool for promotion, publicity, and information in one direction, limiting the benefits of two-way dialogue.

Conclusion: Universities need to pay more attention to dialogue with the public to maximize the benefits of untapped communicative abilities.

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