Utilising Social Networks In King Saud University in Riyadh: Public Relations Practitioners and other Employees'' Evaluation
Abstract
The field of public relations is growing and is finally associated with new media technologies and specifically social networks. This research studies the utilisation of social networks by public relations practitioners and other employees in King Saud University, Saudi Arabia. It tests Grunig and Hunt’s models of public relations (1984), and two-way symmetrical communication in specific as the area of concentration. The study aims to test the kind of communication used by the university employees to contact with the audience through social networks, and the contributions these platforms added to the employees in their communication practices. The study used the qualitative methodology of interviews and contacted the respondents from the university by email. Findings showed that respondents admit the importance of social networks in their job. In addition, the study showed that the priority was for a one-way communication, and some adoption to two-way symmetrical communication.
Key Words: social networks, public relations, twitter, two-way symmetrical communication, reputation