The Digital Public Relations in Building Interactive Communication: An Analytical Study of the Digital Public Relations Management Skills for the U.S. Department of State on the Facebook Platform

Abstract

Modern Communication Technologies have enabled the creation of a broad digital environment, especially through platforms like Facebook. This has significantly impacted the utilization of Public Relations (PR) management by harnessing the features and technologies for diversifying PR practices and updating communication methods with the audience. The researcher conducted this study within a methodological framework, addressing the research problem related to the mechanisms of achieving interactive communication with the audience. The study involved accessing its objectives through content analysis of the Facebook platform, primarily focusing on the U.S. Department of State. The study found that the management of public relations was highly organized in its daily communication activities, involving administrative and organizational aspects. The Public Relations Management of the U.S. Department of State, through Facebook, succeeded in achieving substantial interactivity with various populations by constructing its communicative messages in line with the institution's objectives. The researcher presented a set of recommendations, with the most important one being that the Public Relations Management in the institution should employ professionals proficient in public relations and experts in the field of digital technologies. This is because such expertise contributes to maximizing the benefits of the modern digital environment.